2011 Magnaglobal Advertising Forecast 110223203007 Phpapp02

2011 ADVERTISING FORECAST
Contact MAGNAGLOBAL
globalforecasting@magnaglobal.com
www.magnaglobal.com
MAGNAGLOBALs proprietary research may not be reproduced for direct commercial activities without written authorization

TABLE OF CONTENTS
TABLE OF CONTENTS
INTRODUCTION
MEDIA OVERVIEWS
TELEVISION
INTERNET
PRINT
RADIO
OUT-OF-HOME
11
15
21
25
27
REGIONAL SUMMARY
LATIN AMERICA
EMEA
APAC
NORTH AMERICA
32
33
34
35
COUNTRY PROFILES
ARGENTINA
AUSTRALIA
AUSTRIA
BELGIUM
BRAZIL
BULGARIA
CANADA
CHILE
CHINA
COLOMBIA
COSTA RICA
CROATIA
CZECH REPUBLIC
DENMARK
ECUADOR
EGYPT
ESTONIA
FINLAND
FRANCE
GERMANY
GREECE
GULF COUNTRIES (GCC)
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
HONG KONG
HUNGARY
INDIA
INDONESIA
IRELAND
ITALY
JAPAN
KAZAKHSTAN
LATVIA
LEBANON
LITHUANIA
MALAYSIA
MEXICO
MOROCCO
NETHERLANDS
NEW ZEALAND
NORWAY
PANAMA
PERU
PHILIPPINES
POLAND
PORTUGAL
PUERTO RICO
ROMANIA
RUSSIA
SERBIA
SINGAPORE
SLOVAKIA
SLOVENIA
SOUTH AFRICA
SOUTH KOREA
SPAIN
SWEDEN
SWITZERLAND
TAIWAN
THAILAND
TURKEY
UKRAINE
UNITED KINGDOM
UNITED STATES
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
ii

INTRODUCTION
As economies started to recover from the collapse of real estate-fueled bubbles in much of the world, 2010 brought a period
of relative stabilityand in many instances improvement - compared to the upheavals experienced during 2009. While
painful adjustments to a state of equilibrium will take many years for some economies, especially Greece and Ireland, other
nations such as China and India continued to rocket ahead as if the global financial crisis never occurred. In 2011, countries
posting growth will more than compensate for the relatively small number of laggards.
Under these conditions, some sense of normalcy is in place for the ad-supported media economy during 2011. Globally,
and in constant currency terms, we expect growth of 5.4% during 2011, slightly slower than the 6.9% rate we now expect for
2010. These figures compare with our prior expectations for 4.5% and 5.6% we previously published for 2011 and 2010,
respectively. In general, our expectations have improved somewhat - typically by more than a half percent for all years
going forward. We expect advertising growth to average 6.3% each year.(a)
But assessing the true state of the global advertising economy requires an assessment in dynamic currency terms
(accounting for changes in currencies), as this reflects the growth that will actually be experienced by participants in the
global advertising economy. Because they reflect changes in exchange rates, dynamic currency growth rates arguably
reflect the rate of growth that analysts and advertisers alike should consider when assessing the long-term strength of the
industry. This frame of analysis takes on greater importance in light of volatility in global currency markets. Practices
including Quantitative Easing and other forms of de facto currency management by governments have the effect of
artificially (and perhaps temporarily) altering exchange rates.
In dynamic currency terms (and from a US Dollar perspective) we expect global advertising growth of 9.2% in 2011, in line
with the trend in 2010. Over the following five years we expect growth to average 7.3% in dynamic currency terms through
2016. This assumes that the Euro and Yen depreciate 1.6% and 1.5%, respectively, while the Chinese RMB appreciates
6.5% over the five-year time frame. For purposes of comparability with current conditions and forecasts made by others, all
other figures in this report will be conveyed in constant currency terms, unless otherwise stated. Dynamic currency growth
rates for all countries (and media within each country) are included in the spreadsheet versions of our global forecast
models.
In 2011, we expect the fastest growing markets to include Argentina, China, India, Kazakhstan and Ukraine. Over the years
leading up to 2016, Argentina, China, India, Kazakhstan and Serbia will be the fastest growing countries. The slowest
growing markets in 2011 include Croatia, Greece, Ireland, Portugal, and Spain. And looking further ahead, we expect
France, Ireland, Japan, Portugal and Spain to grow the least between 2012 and 2016.
Not surprisingly, varying growth rates will result in a gradual transition of the rankings of the worlds dominant advertising
economies. The fastest rising large markets including China and India of course, but also Brazil and Russia will
increasingly sit alongside the historically dominant US, Japan, Germany, the UK and France as the countries whose
advertising trends and technologies increasingly set the pace for the rest of the world.
Compounded Annual Growth Rates

2011-2016 by Medium
Online Video
19.6%
Mobile
19.4%
Digital OutOf-Home
15.2%
Pay TV
12.1%
Paid Search
11.8%
Cinema
9.1%
Other OutOf-Home
6.8%
Core Media
Average
6.3%
Other
Internet
6.1%
Broadcast
Television
5.8%
Radio
4.1%
Newspapers
1.7%
0.1%
Magazines
(a) Growth rates are expressed in nominal terms, and do not discount for inflation. This is more appropriate than real (Inflation-adjusted) growth rates because budgets for advertisers
and media-owners alike are set, and revenue growth trends are analyzed by analysts in nominal terms in most countries around the world. We recommend analyzing global growth rates
through the lens of a home currency, with foreign country figures converted using dynamic currency terms.
0%
10%
20%
30%
Note: Other Out-Of-Home excludes digital and cinema. Other Internet excludes search, online
video, and mobile
GLOBAL SUMMARY
Total
MediaAdvertising
AdvertisingForecast
Forecast(in
(inBillions
BillionsofofConstant
Constant
USD)
All Media
USD)
+5.4%
Billions of USD
600.0
558.4
Annual Growth / Decline

493.1
500.0
392.1
400.0
369.1
327.0
311.9
314.4
324.7
349.0
411.9
410.6
390.6
365.3
411.7
438.2
15%
522.0
461.6
10%
5%
300.0
0%
200.0
-5%
100.0
-10%
-15%
2000A 2001A 2002A 2003A 2004A 2005A 2006A 2007A 2008A 2009A 2010E 2011E 2012E 2013E 2014E 2015E 2016E
INTRODUCTION
In our analysis of advertising around the world, we have observed that critical drivers in advertisers budget-setting activities
include the competitive intensity (and potential for differentiation that advertising facilitates) in a given category or territory.
We have further identified that industry growth relies upon the creation of new categories which are in turn highly
competitive. In this context, economic growth serves as a proxy for advertising growth because it is possible for an
economy to generate growth without new category formation or increasing competitive intensity inside of categories. Using
this proxy, regions expecting weak economic growth (for example, much of western Europe) will generally see advertising
markets which under-perform global benchmarks, and regions undergoing rapid economic growth will exceed them (for
example, much of Asia and Latin America).
Despite macro-economic change, the media industry itself is structurally rigid in almost every country. This is partly due to
limits on consumers capacity for change, and partly because government regulations on the industry are heavily
entrenched. Content creators, producers, packagers, distributors and device manufacturers are all critical to fostering the
sectors evolution - for consumers and advertisers alike. However, meaningful change generally doesnt occur unless
incumbent media owners anticipate that they will benefit (or fear stagnation) and take corresponding actions. That does not
mean we wont see incremental change, and thus we must consider other key factors that may impact ad-supported media.
First, technology can allow a new medium to serve the same function offered by a traditional medium, and offer a wholesale
replacement to a legacy service. For example, in many countries, consumers have swapped the directories advertising they
historically used for search engines. Search could easily eliminate legacy yellow pages publishers because search engines
are able to establish a direct relationship with content producers (effectively, the advertisers) and consumers. Paid search
content requires so little bandwidth that there is no need to negotiate with an internet service provider to ensure the
information reaches the user. Such change cannot easily or quickly be replicated in other media given the inherently more
complicated and often regulated elements contained therein.
Second, technology can support the fragmentation of audiences across content as it becomes increasingly more costeffective to target niche audiences, allowing for smaller increments of advertising units. Such divisions make it possible for
new advertisers to use a medium because of the enhanced flexibility in terms of cost and targeting (whether by geography,
demography or other factors). The rise of advertising on pay TV programming in countries around the world illustrates this
effect. Pay TV programming usually involves a wide range of narrowly targeted channels, none of which can generate the
audience sizes incumbent free to air broadcasters have historically maintained. So, while some large advertisers use
advertising on pay TV programming to reduce their costs (because Pay TV programmers often offer their inventory at lower
prices) or enhance their targeting, small and mid-sized advertisers who may have otherwise have been priced out of the
medium find themselves with national access and low price points.
About MAGNAGLOBAL
MAGNAGLOBAL is the strategic global media
unit responsible for forecasts, insights and
negotiation strategy across all media channels
on behalf of Mediabrands, part of Interpublic
Group (NYSE: IPG).
With $26 billion in global media billings
according to RECMA, MAGNAGLOBAL
exercises serious clout. But MAGNAGLOBALs
clout is driven by much more than simply buying
power.
Our sophisticated approach to managing data
and insights delivers actionable intelligence to
our affiliated planning and buying teams around
the world.
More importantly, our ability to be nimble
provides us with flexible scale: through a clientcentric approach our negotiations are led by
individual client needs, and the highest degree
of confidentiality is always maintained. We do
not sacrifice individual client objectives for the
sake of a consolidated negotiation, but instead
negotiate collectively when it is in the interests
of each individual client to do so.
This enables us to offer each client maximum
value and cost-effectiveness, with local,
regional and global media owners.
MAGNAGLOBAL also provides strategic
advisory services and analytical tools for
assessing the media industry. We specialize in
analysis of advertising-supported media
sectors, including distribution services (such as
cable, satellite and telecom services) as well as
related technologies which impact the media
economy.
For more information, please contact us at:
globalforecasting@magnaglobal.com
INTRODUCTION
Third, technology supports fragmentation of advertising inventory within the same content as illustrated by behavioral
advertising techniques online, whereby anonymous user data or anonymous user profiles are created to segment viewers of
online content. Different advertisements can then be inserted into the same content when viewed by different users. Stillnascent applications may allow such approaches to be applied to addressable advertising in television on a wider scale in
the future. While many advertisers will continue to orient their marketing activities around content association for their
brands, portions of budgets can be allocated to inventory which connects back to a consumer behavior (such as purchases
of goods offline) or other strategic objectives.
Related to the presence of new technologies, operational friction strongly influences the pace of change even when all
industry participants want change to occur. New media inventory owners and advertisers must work through issues when
new technologies are developed oblivious to advertisers requirements in using new technologies on an operational (distinct
from experimental) basis. For example, new media suppliers must integrate their billing systems with advertisers book-billpay processes in order to enable the authorization of budgets. As another example, cable operators video-on-demand
systems were developed to allow for advertising, but not the ability to change creative units on relatively short notice (also
known as dynamic ad insertion). Even today, nearly ten years after VOD systems first became widely available to
advertisers in the United States, the absence of dynamic ad insertion capabilities on the vast majority of cable systems limits
the ability of larger advertisers to sponsor content on such platforms.
Factors other than technology influence advertising budget-setting, and are arguably under-appreciated by most industry
observers. Studying the advertiser universe involves understanding that advertisers should be segmented for study much
as we would conventionally think of segmenting consumers for analysis. We establish these segmentations on dimensions
of advertisers life cycles and the relative sizes of different groups of advertisers. Assessing these sub-segments allows for
a clearer understanding of underlying trends affecting advertising budgets.
A brands progression through its life cycle is illustrated by our observations of decisions made by marketers as their brands
mature. They may no longer focus on mass awareness objectives, naturally leading to other marketing services that support
growth. But if newer advertisers emerge whose objectives are defined in a manner which is similar to older advertisers
objectives, it may appear that collectively advertisers are still focused on mass awareness (in this illustration, true at the
aggregate level, but untrue at the individual advertiser level). An equally important dimension is the relative presence of
large vs. small advertisers in the overall economy. A range of factors for example, higher effective tax rates on larger
companies, the availability of high technology at lower prices at smaller scales, the ease of securing national distribution for
products through national retailers and the presence of outsourcing in a manner which allows a small company to produce at
costs previously attainable only by larger companies favors the relative importance of smaller companies in the economy.
As smaller companies can better assess the impact of certain media (such as paid search, social media and public
relations), and as many will not have started using mass media, a disproportionate share of growth may follow into different
advertising-supported media as a result.
MAGNAGLOBALs Approach to
Media Forecasting
Beginning with our forecasts published during
2009, MAGNA has redefined how to measure
the advertising-supported media economy.
Historical approaches focused on
benchmarking changes in marketing
expenditures in order to benchmark marketers
against each other.
Although a valuable endeavor, this approach
lacks verifiable data (relatively few marketers
publish the size of their marketing expenditures
in their annual accounts, and third party rate
card monitoring services include figures which
vary significantly from observed activities) and
is subject to a more guesswork than an
approach which focuses on media suppliers
advertising revenues. In many countries, many
suppliers publish detailed figures on their
advertising revenues, often broken out by
medium. Trade associations often aggregate
true revenues for benchmarking purposes, and
by virtue of the small number of individual
members, it is relatively easy to ensure that
actual revenues or estimates for all players in a
market are included.
Further, our approach is designed to study
media suppliers behaviors as they follow real
revenue growth opportunities. We believe this
is the most correct way to view the media
industrys advertising activities because a
deeper understanding of suppliers businesses
allows us to foster better business relationships
with them on behalf of marketers.
This approach is also more consistent with the
figures that investors need to benchmark.
Insights we derive from this vantage point help
us anticipate suppliers corporate strategies and
long- term capital allocation choices again,
helping us to better understand the future of the
industry on behalf of all of its participants.
INTRODUCTION
2011 Advertising Revenue Per Person ($USD)
Norway
Australia
Switzerland
United States
Austria
Ireland
Finland
United Kingdom
Germany
Canada
Singapore
New Zealand
Netherlands
Japan
Belgium
Sweden
France
Denmark
Puerto Rico
Italy
GCC
Spain
Hong Kong
Slovenia
Greece
South Korea
Portugal
Argentina
Czech Republic
Malaysia
Taiwan
Costa Rica
South Africa
Estonia
Slovakia
Chile
Poland
Croatia
Brazil
Russia
Thailand
Hungary
Panama
Lebanon
Latvia
Turkey
Bulgaria
Egypt
Lithuania
Mexico
Colombia
Serbia
Ecuador
Romania
China
Morocco
Indonesia
Kazakhstan
Ukraine
Peru
Philippines
India
China and India are key to the future of

global advertising. These two major
engines of growth are in the bottom
quintile of advertising per person
100
200
300
400
500
600
INTRODUCTION
Advertisers organization design is our last factor, and arguably the most important one to consider when studying the
worlds largest companies. We have observed that businesses organize themselves in a manner which reflects their highest
priorities, and accept that trade-offs are made, with inferior outcomes for some aspects of their operations. Put simply, it is
impossible to organize a business against all priorities. A company will establish priorities based on what it believes will
optimally satisfy stakeholders (which may include shareholders, employees, governments, unions or other civil society
groups) while maximizing managements own goals in terms of compensation or other professional objectives.
To illustrate, imagine a large, multi-brand consumer-oriented manufacturer that determines that its highest business
priorities are a) labor union management, b) manufacturing efficiency and c) distributor relationships. Marketing and media
are still important of course, but in this instance not among the top three activities which management believes necessary to
accomplish near-term objectives. It is likely that responsibilities for marketing-related activities will be managed by functional
groups, whose responsibilities cut across business units. These groups will report through different lines into the senior
management team.
Consider further that individuals with responsibilities for distributor relationships and product development fall under different
reporting hierarchies in the organization, both equally distinct from the reporting hierarchy of a centralized marketing and
media management group (who may report through a procurement function to a Chief Operating Officer). While everyone in
the organization may be incentivized to co-operate, and collaboration will be frequent, it will be difficult (to say the least) to
determine whose contribution led to success or failure. Thus individuals focus on the activities whose outcomes they can
best influence. This can mean that media budget-setters may be effectively forced to make decisions to optimize the
decisions they uniquely are held accountable for, such as national brand awareness. This, in turn, orients large shares of
budgets around awareness-driving media such as television because reach and frequency are metrics which have been
proven to drive brand awareness, and because television dwarfs all other media on those dimensions in most countries.
Further, the holder of large budgets will generally be unable to distinguish the business impact of the use of a smaller-scale
medium from noise against these metrics, because the reliance on traditional media vehicles so vastly overwhelms the
exposures which are possible through newer media vehicles. Similar organizational biases may cause e-commerce
companies to keep their budgets in an online environment when the use of offline media could contribute to superior
business outcomes. None of this is to say there are not large marketers who genuinely want to drive change and capitalize
on the potential of newer media, but it is to say that the best interests of a system can easily overwhelm the best interests of
a systems underlying components. By contrast, in smaller organizations, the presence of one person responsible for all
facets of marketing, from distribution to product branding to media and creative could yield very different outcomes in terms
of budget allocations.
Contribution to global growth by

region from 2011-2016
Latin
America
12.0%
EMEA
23.7%
APAC
37.7%
North
America
26.6%
China and India together account

for 26% of total industry growth
between 2011 and 2016, when
APAC revenues will rise from
$96bn to $151bn
Optimizing against reach and frequency is not necessarily the best basis for allocating budgets, but its presence is real, and
contributes significantly to understanding why the industry has evolved as it has in the past. Undoubtedly this paradigm will
change in the future, but anticipating when it will change is akin to anticipating when a real estate market will crash. The
distinction between being wrong and being early can be indistinguishable.
Source: MAGNAGLOBAL
INTRODUCTION
Percent of Population with Internet Access
Netherlands
Sweden
Norway
Singapore
Slovakia
Finland
Belgium
Denmark
South Korea
Estonia
Canada
New Zealand
United Kingdom
Switzerland
Austria
United States
Poland
Germany
Slovenia
Taiwan
Gulf Countries
France
Japan
Spain
Australia
Bulgaria
Ireland
Malaysia
Czech Republic
Hungary
Latvia
Ukraine
Lithuania
Turkey
Hong Kong
Italy
Romania
Portugal
Uruguay
Greece
Croatia
Kazakhstan
Russia
Colombia
Brazil
Lebanon
China
Serbia
Chile
Costa Rica
Morocco
Argentina
Peru
Mexico
Egypt
Panama
Puerto Rico
Thailand
Philippines
Ecuador
Indonesia
India
South Africa
With high levels of internet and

mobile services penetration, new
and old advertisers alike are able
to set the stage for sustained
growth. In Denmark, Sweden,
Norway, and the UK, internet is
already the medium capturing the
largest share of advertising
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
10
TELEVISION
The primary driver of television advertising in markets around the world relates to advertisers continued focus on media
vehicles which reach a large share of a regions population many times over the duration of a marketing campaign. In
virtually every country, consumption and thus opportunities to reach consumers of television dwarfs that of every other
medium, and thus serves as the primary media vehicle for many advertisers, especially large ones who differentiate
themselves from competitors on the basis of brand-based attributes. A range of factors should impact the scale of TV
consumption mostly in a manner which extends its lead over others, at least in terms of reach and frequency potential. We
expect that advertising on television will grow by 6.0% globally in 2011 and generate $169 billion in revenue. Over the
following five years the industry should grow at an average rate of 7.5% to total $243 billion by 2016. To illustrate the
strength of the medium around the world, it is noteworthy that total TV advertising totaled only $103 billion in 1999, and that
the medium which captures 41% of global advertising in 2011 will actually rise to capture 44% by 2016. The US, Japan,
China, Italy and Brazil are todays five largest markets.
The increasing availability of multichannel TV, whether via Pay TV (via cable, satellite, or telco-delivered IPTV typically) or
through free to air digital terrestrial TV is causing fragmentation in virtually every country around the world.
This
fragmentation typically contributes to rising levels of TV viewing among most audiences, reinforcing televisions dominance.
Under our definition of Pay TV advertising (which includes advertising on media outlets which are exclusively available
through distribution technologies which require incremental fees above and beyond the costs to receive costs available to
television sets with conventional analog or digital broadcast receivers), we expect growth of 12.1% on average through
2016, as Pay TV rises from 26% to 32% of total TV advertising between 2011 and 2016.
Despite these favorable conditions, concerns about the health of TV abound. First among these factors are DVRs (also
known as PVRs), because of the ease with which consumers can skip commercial breaks while watching playback of
recorded TV programming. While penetration rates of the devices are rising off of low bases in most countries, even in
mature markets where penetration is at or around 50% of the population, usage rates are low. In the mature UK and US
markets, consumption of TV using DVRs in the homes which have DVRs accounts for less than 20% of even the most
popular TV programming after more than a decade of availability. Compounded against the minority of the population which
possess DVRs, the cumulative effect is minimal, more than offset by rising population and consumption levels.
New forms of internet-delivered television are also perceived to affect the health of the industry. But again, the impact is
generally small today and limited in the future. Online video TV consumed over the web on a PC has become an
important way to catch up on the most popular programming, but accounts for a very small share of video consumption in
most countries. Traditional TV dominates because the vast majority of TV is consumed in a passive, ambient manner,
unlike online video which is primarily lean forward by nature, and a typical consumer can only spend so much time leaning
forward. More practically for advertisers, it is not entirely clear how commercials which are run during such environments
differently impact marketers overall objectives, given that so much consumption occurs in a passive manner. Certainly,
advertisers prefer to reach consumers in an active mode, but this preference may be offset by consumers lack of interest in
commercial activity at times when they prefer to remain engaged by content they have selected. As an extension of online
video, over-the-top video services are viewed by many in the technology industry as real threats to existing pay TV
services. However, in most but importantly, not all countries real technological and business model barriers will prevent
over-the-top services from becoming widely adopted over the next five years. Still, countries with widely available ultra-highspeed broadband networks and low penetration rates of Pay TV services today are more likely to experience fragmentation
through over-the-top services in the future.
Contribution to global TV growth by

region from 2011-2016
Latin
America
12.6%
APAC
37.1%
EMEA
20.3%
North
America
30.1%
In emerging markets, new

categories of mass market
advertisers are constantly being
created, contributing to the rapid
growth of the medium
Source: MAGNAGLOBAL
11
TELEVISION
TotalTelevision
TelevisionAdvertising
AdvertisingForecast
Forecast(in
(inBillions
ConstantUSD)
USD)
Total
300.0
+6.0%
Billions of USD
15%
243.3
250.0
211.2
224.1
10%
194.5
200.0
183.8
153.1
150.0
116.0
134.2
112.6
118.4
139.7
147.0
155.1
159.5 169.1
5%
143.3
122.5
0%
100.0
-5%
50.0
-
-10%
12
TELEVISION
BroadcastTelevision
TelevisionAdvertising
AdvertisingForecast
Forecast(in(inBillions
Constant
USD)
Broadcast
USD)
+4.2%
Billions of USD
180.0
160.0
149.8
135.0
140.0
120.0
100.0
166.4
100.8
99.8
102.3
111.4
113.8
118.1 122.2
121.3
120.5
109.5
15%
155.4
139.6
10%
125.6
5%
96.7
0%
80.0
60.0
-5%
40.0
-10%
20.0
-
-15%
13
TELEVISION
PayTV
TVAdvertising
AdvertisingForecast
Constant
USD)
Pay
USD)
+11.8%
90.0
Billions of USD
80.0
20%
76.9
68.7
70.0
54.8
60.0
16%
14%
12%
48.8
50.0
38.9
40.0
30.0
20.0
61.4
18%
15.2
15.9
18.6
20.2
22.8
25.9
28.9
31.0
33.8
43.5
33.8
10%
8%
6%
4%
2%
10.0
0%
-2%
14
INTERNET
Internet access is now critical for many of the worlds largest advertisers, even if their brand objectives otherwise cause them
to prioritize television. For most of these companies, online has become a clear number two in terms of budget importance,
typically at the expense of print and radio. Although brand-based advertisers are key to long-term growth for the medium,
the heart of online advertising today lies in two key segments, endemics and small and medium-sized enterprises (SMEs).
Endemics include e-commerce players such as Amazon, eBay, Rakuten (based in Japan) and Taobao (based in China),
and any other entity with an online storefront. With near-perfect end-to-end feedback loops, commercial exposures can be
tracked and associated with actions to optimize marketing efforts. Virtually all potential customers can be reached online,
making the Internet the primary medium for these marketers, and for some the only medium that matters. Small and
medium-sized enterprises represent what we believe to be the other large, identifiable segment of online advertisers. With
smaller media budgets and fewer total campaigns (and fewer people to coordinate), this segment can more easily identify
the impact of any given media campaign and can more cost-effectively accomplish its goals with the discrete and highly
targeted units available through digital media. Search has been the primary beneficiary today and SMEs likely account for
the majority of paid search ad revenues but other emerging media will capitalize on SMEs in the future.
In total, we expect online advertising to grow by 10.6% each year through 2016 after rising by 12.5% during 2011. The
medium will account for $70.9 billion in global advertising during 2011, and $117.5 billion by 2016, a gain from 17% of the
global total in 2011 to 21% in 2016. The largest markets will remain the same through this time horizon, with the US, Japan,
Germany, the UK and China dominating, but with Chinas growth accounting for the largest gains in years ahead. China will
account for 9% of the worlds online advertising by 2016, up from 5% in 2011.
Contribution to global Internet growth

from 2011-2016
Other
21.0%
Mobile
8.4%
Search
56.2%
Online Video
14.5%
Online video is the fastest growing internet-based segment, although the divide between online video and traditional TV is
blurry in many countries, especially where conventional Pay TV penetration is low and consumer habits associated with
accessing content are not entrenched. In many countries online video will be viewed as an extension of TV, and in others it
will be an extension of other online activities. The sector should grow by 19.6% each year on average through 2016, after
growth of 40.0% in 2011. The sector should rise in value from $4.7 billion in 2011 to $11.4 billion in 2016.
In many countries, Mobile advertising has been limited by widely varying device interfaces and capabilities, (and thus
consumer experiences), but as the audience base of consumers with smartphones and mobile broadband is becoming
larger, the advertising opportunity has become much clearer. Although mobile media should increasingly converge with
conventional fixed-location web content in the future, there will be growth for the medium on a stand-alone basis for many
years. Global mobile advertising should rise from $2.7 billion in 2011 to $6.6 billion by 2016, average growth of 19.4% each
year. Future growth is only constrained (mathematically) by the presence of an established mobile advertising sector in the
worlds largest market today, Japan.
Paid Search will grow from $34.9

billion in 2011 to $61.1 billion in
2016, sustained by rise of small
and medium-sized enterprises,
and furthered by large brands
increased use of the medium
Overall, most internet-based advertising exists as paid search and display-related media. The largest segment, paid search
reflects the most impactful way for many small advertisers (and certainly all endemic advertisers) to accomplish their
marketing objectives. We expect global growth of 11.8% over the next five years as paid search approaches $61.1 billion in
global advertising by 2016. Other display media will grow slower, up an average of 6.1% through 2016 as it matures in most
countries around the world. The industry will benefit from two key trends: fragmentation, which allows more advertisers to
use the medium; and competition, because format innovation will continue to cause advertisers to invest in the medium.
However, display faces ongoing challenges as advertisers increasingly look to ad networks to drive efficiencies, and
increasingly buy their media against audiences rather than content in the years ahead.
Source: MAGNAGLOBAL
15
INTERNET
TotalInternet
InternetAdvertising
AdvertisingForecast
Constant
USD)
Total
USD)
Billions of USD
140.0
50%
+12.5%
117.5
120.0
106.6
96.4
100.0
40%
30%
87.0
78.5
80.0
63.0
60.0
53.9
70.9
55.2
20%
10%
44.5
40.0
33.2
0%
23.0
20.0
10.4
9.6
9.1
11.5
15.7
-10%
-20%
16
INTERNET
Paid Search
Forecast
(in Billions
of Constant
USD)
Paid Search
Advertising
Forecast
(in Billions
of Constant
USD)
70.0
100%
+14.4%
61.1
60.0
54.9
49.2
50.0
43.9
40.0
39.2
Billions of USD
30.5
30.0
24.0
25.9
18.8
20.0
13.6
10.0
-
34.9
0.2
0.5
1.3
3.5
5.6
9.0
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
17
INTERNET
OnlineVideo
VideoAdvertising
AdvertisingForecast
Forecast(in
(inBillions
Constant
USD)
Online
USD)
100%
14.0
+40.0%
90%
12.0
11.4
70%
9.8
10.0
Billions of USD
8.0
60%
8.3
50%
7.0
5.8
6.0
40%
4.7
4.0
30%
3.3
20%
2.2
2.0
-
0.1
2005A
0.4
0.7
80%
1.5
10%
0%
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
18
INTERNET
MobileAdvertising
AdvertisingForecast
Forecast(in
(inBillions
Constant
USD)
Mobile
USD)
14.0
Billions of USD
100%
90%
+32.0%
12.0
80%
70%
10.0
60%
8.0
6.6
5.7
6.0
40%
4.8
4.0
2.0
0.1
0.3
0.6
1.2
2.1
1.5
2.7
3.3
50%
30%
4.0
20%
10%
0%
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
19
INTERNET
OtherInternet
InternetAdvertising
AdvertisingForecast
Constant
USD)
Other
USD)
45.0
+5.4%
Billions of USD
38.4
40.0
35.0
30.0
27.2
24.3
25.0
25.6
27.1
28.6
30.2
32.1
34.1
36.2
18.8
20.0
40%
30%
20%
10%
13.8
15.0
10.0
50%
10.2
9.2
0%
10.1
7.8
8.0
-10%
5.0
-
-20%
20
PRINT
In an era before electronic media became widespread, Print was the primary means by which advertisers reached
consumers. Newspapers satisfied the objectives of advertisers seeking immediate awareness of sales and promotions in
an environment supporting trust-building for brands. The medium also benefited because of the geographic targeting it
offered, as individual copies were primarily delivered to individual addresses. Magazines also provided advertisers with the
notion of trust for the most part, but also offered slightly different advantages, including the ability to target niche
audiences, and viewed as a medium rather than any one individual title a continuous state of innovation of content and
format. However, the internet changed the fortunes of print publishers in most countries, generally for the worse, as print no
longer uniquely satisfied many of the objectives which advertisers relied upon. Brands seeking engagement are presented
with measurable engagement online and the desire to associate with trust-worthy content can also be fulfilled there.
Arguably, in many countries, newspapers now uniquely support advertisers who believe the medium drives retail traffic
(although declining circulation trends make it harder to accomplish those goals). Magazines are harder pressed to
accomplish unique objectives for most advertisers, and thus it is unsurprising to find that magazines are expected to fare
worse than other medium globally in the years ahead. Newspapers should grow at an average rate of 1.7% through 2016,
after rising a modest 0.7% during 2011. Newspapers will generally fare better in emerging markets where literacy levels are
rising and internet connections are poor. Certainly India and Indonesia will be among the primary beneficiaries of this factor.
Magazines will struggle to stay positive globally, essentially staying flat every year going forward. Over the next five years,
magazine advertising will decline in each of the worlds 10 largest markets for magazines, with the exception of Brazil and
Russia.
Loss of readership sometimes real and sometimes perceived is a driving factor behind these trends. That digital or online
media will replace print media in wholesale fashion in a short period of time is on one hand overstated, but on the other,
becomes a self-fulfilling prophesy. The introduction of Apples iPad during 2010 highlighted the potential for replacement of
print editions with digital ones, and encourages advertisers to explore sponsoring content designed for these devices,
potentially using budgets allocated towards online media. However, it seems unlikely that more than a minority of the
population will possess tablets over the next few years, and the propensity to eliminate print subscriptions in favor of digital
downloads remains to be seen. Advertisers will alter their media plans either way.
Digital can present opportunities for print publishers in many instances. Some publishers have made an effort to be seen
embracing digital device distribution allowing them to diffuse the perception that print is old-fashioned. To this end, some
publishers will be able to help sustain their revenues through bundled sales of traditional and digital print inventory (although
we exclude digital revenues from our estimates of print advertising to avoid double-counting and to reflect the vast
differences between their respective marketplaces). Digital will help other publishers because the revenue growth
associated with internet-based businesses may in some form subsidize the print-based businesses, especially in countries
where print houses are among the dominant online content producers, on par with the global portals and social networks in
importance to online advertisers.
Print publishers will more likely find sustainable growth opportunities through their efforts to integrate media inventory with
related consumer assets (such as subscriber lists) leading to solutions such as event management or CRM. Given the
important role that magazines have had in helping certain advertisers accomplish strategic goals rather than awarenessbased objectives, there is a reasonable likelihood that they can be successful in this transition. Newspaper publishers will
similarly need to adapt their business models, especially for the retailers who have historically been highly reliant on daily
print publications. The opportunity if publishers can seize it will be to focus on helping marketers find alternative ways to
accomplish broader business goals.
Contribution to Newspaper advertising

growth by region: 2011-2016
100%
80%
60%
40%
20%
0%
-20%
-40%
-60%
North
America
EMEA
Latin America
APAC
Growth in the Asia Pacific and Latin

America regions more than offset
declines in newspaper advertising
which will occur in the United States
and Canada
Source: MAGNAGLOBAL
21
PRINT
TotalPrint
PrintAdvertising
AdvertisingForecast
Constant
USD)
Total
USD)
Billions of USD
200.0
180.0
160.0
140.0
120.0
15%
+0.7%

152.2
143.3
139.5
141.6
147.4
152.3
10%
155.3 155.1
144.0
116.0
116.9 118.1
119.6 121.2 123.0
116.9 115.1
5%
0%
100.0
-5%
80.0
-10%
60.0
-15%
40.0
-20%
20.0
-
-25%
22
PRINT
Newspaper Advertising
AdvertisingForecast
Forecast(in
(inBillions
ConstantUSD)
USD)
Newspapers
Billions of USD
120.0
100.0
80.0
50%
+0.7%
140.0
40%
109.2
102.0
99.6
101.6
105.9
108.5
109.8 108.4
30%
99.5
81.3
79.6
80.1
81.2
82.2
83.6
85.2
87.0
20%
10%
60.0
0%
40.0
-10%
20.0
-20%
-30%
23
PRINT
Magazine Advertising Forecast (in Billions of Constant USD)
Magazines Advertising Forecast (in Billions of Constant USD)

Billions of USD
80.0
50%
+0.8%
70.0
40%
60.0
50.0
40.0
30%
43.1
41.3
39.9
39.9
41.5
43.7
45.4
46.7
20%
44.6
35.6
35.6
35.8
35.7
35.9
35.9
35.9
35.9
10%
30.0
0%
20.0
-10%
10.0
-20%
-30%
24
RADIO
Radio satisfies a number of underlying needs for consumers music discovery, local news-gathering, spoken-word content,
and information-sharing all from a portable, low-cost source with virtually ubiquitous coverage. Consumption trends are
well-positioned in many countries. In its analog form, radio offers a high level of fragmentation and niche programming and
this characteristic is enhanced further with digital broadcasting because of the ease with which stations may offer additional
channels. Such fragmentation should allow broadcasters to cause consumers to listen to more radio than they otherwise
would with fewer choices. Additionally, in many countries, the percentage of the population using autos for commutes is
rising, and therefore the time those commuters spend in their cars increases as well, adding to aggregate levels of radio
consumption. Despite these favorable characteristics, we expect growth to generally under-perform the broader adsupported media economy, with a gain of 3.1% in 2011 and growth averaging 4.1% through 2016, at which point the global
radio industry should generate $35.9 billion in advertising revenue. Radio should account for 6% of the global advertising
industry, a share which will fall in the years ahead. Key markets for growth include India, China and South Africa. Radio
should benefit in markets that are liberalizing (such as India, where FM radio has only recently launched) or licensing new
airwaves (as in Malaysia).
However, flat growth levels and subsequent share declines in larger markets such as the US, Canada, France and Germany
(presently the first, third, fourth and fifth largest advertising economies for radio) meaningfully constrain growth in years
ahead. This trend will largely occur because traditional radio is unfavorably positioned to thrive in a digital age. Consumers
now have greater access to online music sites (and communities), streaming radio and downloadable music. Further, online
media has generally supplanted radio for news bulletins in many countries and GPS-based services will eventually replace
radio as the best source of on-the-go information about traffic. These alternatives are continually gaining traction with
consumers and new technologies integrated with mobile data services may result in even faster growth. Further, prospects
for revenue growth among terrestrial broadcasters will not be determined in the foreseeable future by successful digital
extensions of legacy platforms. Relatively successful online music services such as Pandora (based in the US) and Spotify
(based in Sweden) are able to sell some advertising, but the open question is whether services such as these will ultimately
capture budgets from Radio advertisers or online advertisers.
Another factor constraining growth is the absence of unique positioning versus other media. On the one hand, Radio should
grow in line with the segment of advertisers who finds Radio to be the most appropriate medium for its marketing objectives.
Many of these advertisers will be geographically constrained, especially in countries where television does not sell locally.
Advertisers that distinguish themselves on the basis of reaching consumers in cars (such as drive-through quick service
restaurants) will likely continue to prioritize radio above other media choices. However, there are many other advertisers
that uniquely benefit from radio, which presents a challenge to the industry. Radio becomes a generally tactical medium for
some advertisers, or a vehicle to bring down total costs per contact for others. This fundamental limitation was exhibited
during 2009 and 2010 when we saw a flight to quality from many advertisers, and radio underperformed all media other
than print (which suffered as much from secular trends as from cyclical ones).
Share of global Radio advertising by

region: 2011
Latin
America
4.2%
APAC
14.9%
North
America
57.0%
EMEA
23.8%
Radio remains skewed towards

North American and European
markets, where large local
advertising markets have developed
The impact of portable People Meters in some markets, such as the United States, may help mitigate further declines. More
reliable and timely data may provide more information to station managers allowing them to iterate and innovate faster than
with other measurement methods. As an added benefit, improvements in perception of the quality of the mediums
measurement will be helpful in justifying advertisers budget allocations. This in turn may lead to growth in the future.
Source: MAGNAGLOBAL
25
RADIO
Radio Advertising Forecast (in Billions of Constant USD)

Billions of USD
50.0
45.0
15%
+3.1%
10%
40.0
35.0
30.0
29.2
30.2
28.1
30.1
31.4
32.3
32.9
33.4
30.6
31.7
33.0
34.5
36.1
31.7
27.0
28.7
29.5
5%
0%
25.0
-5%
20.0
15.0
-10%
10.0
-15%
5.0
-
-20%
26
OUT-OF-HOME
Out-of-home (or outdoor) media has straddled trends facing new and old media for many years. While conventional poster
faces are arguably the oldest form of advertising, digital billboards and related signage are based on cutting-edge
technologies. But the most important factor supporting outdoor advertisings growth is the ease with which a range of
solutions can be provided for advertisers of all sizes. Out-of-home advertising grew slightly below trend in 2010, up by 6.4%
vs. 6.9% for the global economy. In 2011 when we expect growth of 7.9% - and in years beyond, the sector should grow at
a faster pace than advertising overall. Accounting for $26.3 billion in revenues during 2011, Out-of-home advertising will
generate $38.6 billion in revenues in 2016. Digital out-of-home will almost double in size, from $2.6 billion in 2011 to $5.2
billion in 2016 (a growth rate averaging 15.2% during that time), and Cinema will rise from $2.9 billion to $4.4 billion.
Conventional billboards, transit, and related advertising will still grow at a pace which exceeds advertisings global average,
rising by an average of 6.8% each year through 2016. South Korea, India, China and the Philippines are all among the
fastest growing countries globally, but the US, UK, France and Japan will remain among the most important in years ahead,
much as they are today.
Conventional outdoor advertising grows in part because of an expanding number of commercial faces on buildings as well
as through more sophisticated management of inventory on new and existing public transit systems. Continued format
innovation and creative executions are critical parts of this trend, as plain billboards, posters, transit and street furniture all
afford a wide range of possibilities with physical media. Digital outdoor advertising is growing for relatively obvious reasons.
The advent of inexpensive digital displays and cheap-to-connect networks has fostered an expansion in the number of
outdoor surfaces available for commercial messaging which is inherently more flexible (in terms of time-of-day targeting or
altering creative content) than historical applications of outdoor advertising. Further, these trends have enabled suppliers to
develop inventory in new environments new stores and more rural areas much more cheaply than ever before.
Interaction with mobile devices, especially with short code messages, has made the medium more engaging for consumers
as well. Cinema advertising is also benefitting around the world from the increased commercialization of the medium and is
growing in most markets where audiences are attracted by 3D content that cannot generally be viewed at home, as well as
by the development of new cinemas with the capacity to run digital advertising networks.
However, the sectors growth is partially constrained. First, it remains highly localized which implicitly requires that an
advertiser has a means for assessing campaign success at the local level. This may be inconsistent with the way that
national advertisers assess their efforts, and consequently means that many of them may choose not use the medium.
Government bans on advertising are always a looming threat in many territories, and as a result, certain markets (such as
Brazil) have seen advertisers seek to eliminate outdoor from their budgets because of the challenges in reaching
consumers. Cinema faces unique constraints, whose effects vary from country to country, as home theaters and access to
cinematic content through computers become increasingly inexpensive while conventional theater tickets prices continue to
rise.
One factor constraining all forms of outdoor advertising is measurement. Efforts to improve measurement of the medium
help to be certain, but standards for measurement fall well below those for other media in most countries. Although the
absence of measurement does not prevent many advertisers from using the medium, it hinders efforts to bring more
advertisers, as many consider quality measurement to be a prerequisite for allocating budgets. The degree of fragmentation
among suppliers is another issue, as operational costs involved in executing an outdoor campaign may prove overwhelming.
It may require a significant number of suppliers to satisfy a campaigns objectives in any one local market, leading to
challenges in delivery of creative or content copy, verification that a campaign ran, and measurement of the campaigns
impact.
Share of global Out-Of-Home

advertising: 2011
Cinema
10.9%
Digital
Outdoor
9.7%
Other OutOf-Home
79.4%
Creative executions and ease with

which new inventory may be created
supports growth for out-of-home
media, although it is constrained
somewhat by fragmented media
ownership in many countries
Source: MAGNAGLOBAL
27
OUT-OF-HOME
Total Out-Of-Home Advertising Forecast (in Billions of Constant USD)

Billions of USD
45.0
15%
+7.9%
38.6
40.0
33.0
35.0
30.5
30.0
25.8
25.0
20.0
35.7
18.2
18.3
18.3
19.1
20.3
21.9
23.7
25.9
22.9
24.3
26.3
28.3
15.0
10%
5%
0%
-5%
10.0
-10%
5.0
-
-15%
28
OUT-OF-HOME
Global Cinema
Core Media
Advertising Forecast
Forecast: Cinema
(in Billions
of Constant
USD)
Advertising
(in Billions
of Constant
USD)
Billions of USD
5.0
4.5
14%
+8.8%
4.4
4.1
4.0
3.4
3.5
3.2
3.0
2.5
2.5
1.6
2.0
1.5
3.8
1.5
1.6
1.8
2.0
2.1
2.2
2.4
2.6
2.9
2.4
12%
10%
8%
6%
4%
2%
1.0
0%
0.5
-2%
-4%
29
OUT-OF-HOME
Digital
OOH Advertising
Forecast
(in Billions
of Constant
USD) USD)
Digital
Out-Of-Home
Advertising
Forecast
(in Billions
of Constant
Billions of USD
6.0
40%
+20.0%
5.2
5.0
4.6
3.5
4.0
4.1
3.0
3.0
2.6
2.1
2.0
1.4
1.0
0.3
0.3
0.3
0.5
0.6
0.8
1.7
1.8
1.0
35%
30%
25%
20%
15%
10%
5%
0%
-5%
30
OUT-OF-HOME
Other
OOH Advertising
Forecast
(in Billions
of Constant
USD) USD)
Other
Out-Of-Home
Advertising
Forecast
(in Billions
of Constant
Billions of USD
35.0
15%
+6.5%
29.0
30.0
25.2
25.0
20.0
16.3
16.4
16.3
16.9
17.8
19.0
20.5
22.0
21.8
18.7
19.6
20.8
22.2
27.0
23.5
10%
5%
0%
15.0
-5%
10.0
-10%
5.0
-15%
-20%
31
REGION: LATIN AMERICA

By historical standards, Latin America is a remarkably stable if rapidly-growing region of the world. But by more recent
standards, many countries have had to overcome exceptional circumstances including national disasters, political turmoil,
and unexpected threats that have enormous effects (violence in Mexico, earthquake in Chile, ongoing threats of
nationalization of the economy in Venezuela). However, countries that are commodity-rich, such as Argentina and Brazil, are
being lifted by huge demand from Asia, and this latter trend is supporting world-beating growth from most countries in the
region.
Despite changes at a macro-economic level, the media industrys structure has not changed much in Latin America.
Government policies continue to favor the presence of a handful of dominant companies (such as Globo/Record in Brazil
and Televisa/Azteca in Mexico), who set the direction of the industry in the region. Broadband and Pay TV access are
generally low, as is Internet usage, and these factors restrain the degree to which fragmentation has meaningfully impacted
traditional media venues. Under these conditions media owners have fared well despite the economic crisis, continually
investing in their product (perhaps to a greater degree than in more established markets where media economies were
weaker). In total, we estimate Latin American media owners advertising revenues will have grown by 11.3% during 2010 to
total $19.6 billion, with Brazil representing almost half of the total. For 2011 we expect additional growth of 14.0%, and
growth averaging 12.3% over the following five years. Although Latin Americas scale is smaller than that of other regions,
its growth pace exceeds all others globally.
Television, particularly free-to-air TV, continues to dominate Latin American media. This dynamic may change in the future
as Pay TV grows to reach more and more of the middle and lower-classes across the region. While we estimate that free to
air TV accounts for $11.4 billion, or 90% of total television advertising, we expect that Pay TV growth of 16.6% will outpace
the rate at which the rest of the medium grows, as it should reflect a $22.2 billion sector by 2016. Total TV will grow faster in
Latin America than in any other region globally led by Argentina in terms of relative growth, and Brazil in absolute terms.
Brazil is already the fifth largest TV market globally, but should be the fourth largest by 2016.
Despite low penetration levels, many countries in Latin America have fast growing internet sectors, although they remain
constrained, in part by the dominance of television, and in part by the absence of e-commerce markets which support growth
elsewhere. Still, we forecast paid search to grow by 20.6% in 2011 and by a further 15.6% over the following five years.
This pace will fall in line with most other emerging digital platforms across the region
Newspapers and magazines are generally growing across the region as well, with newspaper advertising up by 17.1% in
2011 and by 13.9% over the following five years, on average. Magazine advertising will rise by 12.2% in 2011 and by
another 10.3% through 2016, by contrast. The largest market for newspapers will be Argentina, where advertising equates
to $1.4 billion in 2011, but should rise to $3.8 billion by 2016, making the country the sixth largest globally. Brazils
magazine market should continue to be the regions largest, growing by 9.7% each year through 2016, by which point we
expect $1.2 billion in total advertising from the medium.
Radio remains a highly fragmented medium in much of Latin America, and captures only 5.6% of advertising revenues
across the region in 2011. Outdoor is hampered in some countries by regulatory issues especially in Brazil, where some
regional governments such as Sao Paolos have effectively banned billboards, leading many advertisers to reconsider their
commitment to the medium. Still, we expect new forms of out-of-home advertising to contribute to growth, and as such
forecast 12.8% growth for the medium through 2016, allowing it to rise from $1.2 billion in 2011 to $2.3 billion in 2016
significant growth and scale for the region, considering Brazils market will only account for $284 million in 2011 and $441
million in 2016.
5-year growth rates for

advertising in Latin America
Argentina
20%
Panama
14%
Brazil
11%
Costa Rica
11%
Colombia
10%
Peru
9%
Chile
8%
Mexico
7%
Ecuador
6%
Puerto Rico
5%
0%
10%
20%
30%
32
REGION: EMEA
Europe remains a tale of two regions. Austerity measures in the peripheral nations and continued concerns about their
solvency will negatively impact growth. Germany and France have done particularly well in 2010 as their economies benefit
from higher exports. The German Central Bank recently raised its real GDP forecast to 3.4% from 1.4% for 2010 and
increased 2011 to 1.8% from 1.6%. Business sentiment in Germany has risen for the last six months. Fears of contagion
will likely weaken the Euro and further benefit exports. However, 2011 will not see the same key drivers of industrial output
that drove growth in 2010, namely the inventory cycle and pent-up demand. It is also unlikely that Europe can rely solely on
demand from China in years ahead. Countries facing severe fiscal deficits are challenging environments for marketers and
media owners alike, and we expect many to bump along the bottom as these countries face semi-permanent changes to
attitudes towards consumption and debt. Across the region, advertising growth will be moderate with average gains of 4.6%
each year through 2016.
Television in Europe should return to something resembling normalcy during 2011. 2010 featured upheavals in a number of
countries France and Spain in particular where media inventory on public broadcasters was sharply reduced or
eliminated, leading to sharp increases in revenues for incumbent free to air broadcasters. Much as they were before the
economic crisis, emerging markets within the region are once again key to future growth. Although small in scale
compared against the largest countries, four of the worlds ten fastest growing TV markets include Turkey, Serbia,
Kazakhstan and Romania. Much of emerging Europe will grow at rates close to10% each year. By contrast, most of the
established markets of Europe will grow between 1 and 3% each year through 2016 (with the notable exception of Germany,
which we expect to grow by closer to 5%).
But television is not the largest medium in many established markets: in Denmark, Finland, Sweden, Norway and the UK,
Internet-based media are a bigger collection of platforms. But regional differences can be significant, as broadband
penetration in southern and eastern Europe tends to lag behind northern Europes, and this contributes to lower levels of
advertising intensity. However, across the region advertisers are actively engaging new approaches to advertising online.
Search has historically been the province of small and mid-sized enterprises, but is increasingly being used by large brands;
social media is by now commonly incorporated into major brands marketing activities. Mobile advertising is generally
nascent, but high levels of access to mobile data and advanced hand-sets have created a marketplace worth USD $490
million in 2011 (and likely $2.0 billion by 2016).
Across the region, print media face difficulties, with essentially flat growth across EMEA over the next five years, and
declines in Europe itself. In developed nations, the threat from the Internet is severe especially for newspapers, as news
content is becoming commoditized. News magazines are also likely to face similar headwinds, though, as a segment,
Magazines could benefit from titles that provide experiences which are unlikely to be supplanted by the Internet. However,
freesheets largely pioneered in Scandinavia have become commonplace, and contribute to relatively higher print
readership levels. Newspapers are looking to add value for advertisers, investing heavily in websites and forging deals with
mobile phone carriers to shed their reputations as traditional news providers. In addition to losing audiences to the Internet,
Magazines have been doubly impacted by the economic downturn: hundreds of titles (especially those covering niche
topics) across the region have folded. However, magazines that lasted through the crisis have retained readers and will be
in a position to hold prices in coming years.
Radio will remain a key medium for local advertisers in many markets including Spain and Germany. In larger nations,
radios local/regional focus allows it to be an attractive contrast to TV (which is primarily a national medium in most
European countries, with correspondingly expensive inventory for smaller marketers). Outdoors prospects vary by country,
with structural challenges (too much excess inventory and high clutter) in many markets, but long-established traditions of
using outdoor media in many others.
5-year growth rates for advertising

in EMEA
Serbia
Kazakhstan
Turkey
Romania
South Africa
Egypt
Gulf Countries
Ukraine
Russia
Morocco
Lebanon
Bulgaria
Poland
Hungary
Slovenia
Lithuania
Croatia
Estonia
Finland
Czech Rep.
Slovakia
Norway
Latvia
Sweden
Italy
Denmark
UK
Greece
Belgium
Austria
Switzerland
Netherlands
Germany
Spain
Ireland
Portugal
France
18%
17%
15%
14%
11%
11%
10%
10%
10%
9%
8%
8%
8%
7%
7%
6%
6%
5%
5%
5%
4%
4%
4%
4%
4%
3%
3%
3%
3%
3%
2%
2%
2%
2%
1%
1%
1%
0%
20%
33
REGION: APAC
Asia has led the global economic recovery, supported especially by China and India. Despite historical reliance on exports,
governments have turned attention towards domestic consumers in recent periods. The resulting affluence has brought
investment from foreign firms and reinforced fundamental underpinnings of Asian economies. However, these conditions
create heightened risks of rising inflation, and many governments are acting to curb this threat.
Still, the region exhibits tremendous growth, reflected in a regional advertising economy which will expand by 10% in most
years through 2016. Three of the worlds ten fastest growing media markets are within APAC, including China, India and
Indonesia, and this growth compounds the regions absolute size. Chinas growth warrants additional attention: by 2012 we
expect that its advertising market will exceed the size of Japans and will become the worlds second largest. China will be
retain this position for many years, as by 2016 we expect its advertising market will be almost double the size of Japans
(although still only one third of the size of Americas). For perspective on the region, all of APAC will represent 23% of global
advertising in 2011, and rise to 27% by 2016. By contrast, Europe (excluding the Middle East and Africa) will fall from 27%
to 23% during that time.
As in other regions, Asian markets increasingly incorporate Internet-based advertising into media budgets, and media
owners ad revenues for internet-based media are rising, up by 15.5% in 2011 and 13.9% each year through 2016. Growth
will continue by virtue of the vastness of the markets and the large populations of consumers yet to go online, although the
long-term potential will be partially constrained if ad networks and third party ad serving do not become commonplace in the
future. By contrast, Online video and related technologies will likely take on outsized importance in many APAC markets in
years ahead. The region faces a confluence of factors, including low rates of Pay TV penetration, unentrenched habits with
respect to ways in which multichannel TV is accessed (certainly in comparison to the United States and Western Europe),
easily available and inexpensive consumer electronics devices which can access internet-delivered content, and high levels
of media piracy. Online video advertising should grow by 21.0% each year between 2011 and 2016, accounting for 34% of
the worlds total by 2016.
Conventional TV is also growing rapidly up almost 10.2% each year through 2016 despite the mediums current
dominance (accounting for just under half of the regions total advertising). While free-to-air TV captures 73.0% of the
regions television advertising in 2011, this figure will fall to 62.4% by 2016 as Pay TV proliferates (growing 17.8% each year
on average). Other legacy media will not fare as well. Print advertising revenues be tepid by comparison, rising over the
next five years by 3.1% for magazines, and 4.6% for newspapers each year. Although the region is home to four of the
largest advertising markets for newspapers and two among the ten largest for magazines, few Asian countries are among
the fastest growing globally. This partially explains the industrys weakness worldwide.
Radio is generally a stable medium in most Asian markets. In China, with more cars on the road and longer commutes,
demand for Radio inventory in the worlds second largest radio market is expected to continue growing. However, it is India,
with its liberalizing radio regulatory regime which is likely to experience the worlds fastest growth rate for radio, up by 21.9%
each year on average through 2016.
Outdoor advertising is growing rapidly as well, of course. Although Japan and increasingly China are known for digital
out-of-home displays the overall region is critical to global growth, as six of the ten fastest growing global outdoor markets
are within the region, due in large part to the ease with which new inventory digital and traditional alike - can be created to
satisfy a vast range of price points for advertisers of all sizes.

in APAC
India
19%
China
17%
Indonesia
14%
Philippines
10%
Malaysia
10%
Singapore
9%
Thailand
8%
South Korea
8%
Hong Kong
7%
Taiwan
7%
Australia
6%
New Zealand
5%
Japan
1%
0%
10%
20%
30%
34
REGION: NORTH AMERICA

The US economy has clearly improved in 2010, but some pessimism is surfacing as we enter 2011: the Federal Reserve
recently reduced estimates for 2011 GDP growth from between 3.5% and 4.2% to between 3.0% and 3.5%. In 2010, the
federal government filled the spending gap left by the private sector and local governments, but a new political landscape
renders a repeat of this scenario unlikely for 2011. In this environment we expect personal consumption levels below the
historical trend, despite industrial production growth at heightened levels (which should occur as long as demand from
abroad is sustained by a depreciating dollar). These latter two figures have been key to forecasting the US advertising
economy. Much as in the US, in Canada, domestic demand is expected to decelerate. This was among the factors which
led the Bank of Canada to recently reduce its real GDP forecast to 3% in 2010 and 2.3% in 2011, down from prior forecasts
of 3.5% and 2.9%, respectively, made during the summer. Economic conditions in both countries should consequently
constrain advertising growth trends relative to similar points in time in previous economic recoveries.
Under our definition of Core media advertising revenue (which differs from the Total media advertising definition we use in
our US-only forecasts, differing by inclusion of Directories and Direct Mail), we expect that US advertising will grow by 2.4%
in 2011. But normalizing these results to account for the impact of political and Olympic advertising (which skews reported
growth rates substantially), US advertising should grow by 3.9% for the year, very much in line with the 3.7% growth rate we
expect for Canada.
Among major media platforms in North America, online advertising will grow fastest in 2011, up by 11.6% for the year. Paid
Search is the largest segment of online advertising now, worth $15.0 billion during 2011. The medium continues to be
driven by activity from small and mid-sized enterprises as well as online endemics, whose businesses are rooted in ecommerce. Online video and mobile are two nascent categories of media now coming into their own, with $1.8 billion and
$624 million in advertising revenues, respectively, for 2011. The US accounts for virtually all of these figures, but these
platforms should become comparably important in both countries over an extended time frame (by 2016, online video should
equate to approximately 5% of the total volume of TV advertising revenue in each country). Mobile advertising has finally
had the breakthrough year that many industry observers were long expecting, and interest in the medium has never been
higher among advertisers. The increasing although still, ultimately, limited penetration of tablet devices has been a key
catalyst. Although much of the money directed to mobile advertising will be used to sponsor conventional mobile web
content, the creation of new apps by publishers and advertisers will likely be the primary source of growth for the medium, as
the best way to target prospective users of mobile services will likely be through mobile advertising. By 2016, mobile
advertising revenues should equate to 4.7% and 3.7% of total online advertising, in each of Canada and the US,
respectively.

in North America
10%
5%
4%
5%
0%
Canada
United
States
Conventional television has proven to be remarkably robust in the United States as advertisers have re-concentrated
budgets on the medium. Excluding the impact of political and Olympic advertising, TV advertising would be up by 5.7% in
2011, after a year of growth of 8.2% during 2010. Canadas TV sector is growing at a more moderate pace, with 3.8%
growth expected in 2011 after gaining 4.7% during 2010. In both countries, pay TV-related advertising (cable in the United
States, and specialty channels in Canada) are far outpacing growth of free-to-air broadcast TV advertising.
Print will remain challenged in North America for reasons common to publishers all around the world, with an eroding
readership base and the mediums legacy advertisers looking for other means to accomplish objectives. Radio will similarly
experience tepid growth in years ahead, but we expect some divergence between outdoor advertising growth rates in
Canada and the US. Sustained format innovation and advertiser interest in many of the related, creative executions
associated with the evolving outdoor sector should contribute to higher growth levels south of the border.
35
COUNTRY PROFILES
36
37

ARGENTINA
Argentina (MM ARS)
2000A
2001A
2002A
2003A
956.0
573.0
914.9
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
3.96 ARS : 1 USD

TELEVISION
Broadcast Television
1,088.7
-14.1%
Pay TV
-12.2%
134.4
9.3%
Total Television
1,223.1
-12.0%
-40.1%
94.9
73.4
-29.4%
-22.7%
1,050.9
-14.1%
1,138.1
59.7%
24.4%
122.7
646.4
150.9
67.2%
1,037.6
-38.5%
60.5%
23.0%
1,289.0
1,547.9
36.0%
230.0
52.4%
1,777.9
1,939.7
25.3%
352.0
53.0%
2,291.7
24.2%
37.9%
28.9%
22.4
27.9
95.3
105.0%
24.5%
241.9%
2,376.9
2,945.8
22.5%
3,416.0
23.9%
450.7
16.0%
614.5
28.0%
816.0
36.3%
2,827.6
3,560.3
23.4%
32.8%
4,232.0
25.9%
18.9%
4,607.5
6,251.7
34.9%
7,896.9
35.7%
1,013.0
26.3%
1,444.9
24.1%
1,915.8
42.6%
5,620.5
32.6%
7,696.7
32.8%
9,812.7
36.9%
27.5%
9,589.4
21.4%
2,438.4
27.3%
12,027.8
22.6%
11,255.2
12,757.7
17.4%
2,996.1
4,203.3
18.5%
23.8%
18.4%
16,308.6
18.5%
18.3%
13.3%
3,550.9
22.9%
14,251.3
14,458.8
13.3%
18,662.1
14.4%
19.4%
14.4%
INTERNET
Paid Search
0.0
0.0
0.0
10.9
------
------
------
------
196.4
304.6
106.1%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.9
------
------
------
------
------
------
------
------
------
16.9
24.0
32.5
91.0
151.0
235.1
47.0%
42.0%
35.4%
180.0%
27.8
46.4
60.4
186.3
141.9%
66.7%
30.1%
208.6%
Other Internet (incl. Mobile)
0.0
0.0
11.5
------
------
------
Total Internet
0.0
0.0
11.5
------
------
------
894.0
808.9
655.2
NEWSPAPERS
-18.0%
MAGAZINES
331.5
8.3%
RADIO
231.6
-9.5%
271.1
-18.2%
226.2
963.3
-19.0%
77.2
1,107.8
47.0%
15.0%
128.3
181.8
-71.5%
66.2%
41.7%
1,526.8
37.8%
255.4
40.5%
11.3%
283.9
11.2%
68.1
82.7
93.5
-69.9%
21.4%
13.1%
35.0%
19.9%
43.9
26.3
36.9
43.5
56.7
65.7
-19.6%
-40.1%
40.3%
17.9%
30.3%
15.9%
13.4%
-2.3%
126.2
1,700.0
151.3
366.2
55.1%
65.9%
20.2%
2.9
55.7%
347.4
2,041.2
2,516.3
20.1%
343.0
13.3%
374.4
20.8%
423.0
9.2%
190.6
13.0%
244.9
26.0%
310.0
28.5%
26.6%
1,694.2
2,098.1
2,590.9
29.6%
33.5%
28.6%
23.8%
23.5%
8.4
12.3
16.2
20.5
25.0
29.4
34.6
47.7%
31.4%
26.2%
22.0%
17.7%
17.7%
522.5
2,852.0
23.3%
1,317.1
39.4%
307.1
25.1%
986.4
57.4%
190.0%
676.2
55.6%
707.5
22.8%
212.7%
30.6%
540.6
86.5%
449.6
728.4
70.1%
899.6
39.4%
980.5
23.5%
1,448.2
45.0%
1,902.3
47.7%
3,711.6
31.4%
5,236.4
30.1%
6,829.5
41.1%
530.2
30.4%
710.4
25.3%
879.1
34.0%
412.4
23.7%
538.4
33.0%
647.5
30.6%
20.2%
1,063.5
18.2%
2,401.1
26.2%
8,561.8
25.4%
1,044.4
18.8%
745.2
15.1%
1,209.2
1,320.3
13.7%
4,057.4
17.7%
14,195.7
17.0%
1,197.7
1,462.2
10.6%
824.7
15.5%
10.4%
876.3
10.7%
22.1%
17.0%
1,324.5
14.7%
22.9%
17.7%
12,136.4
21.2%
14.5%
8.5%
3,447.7
22.0%
10,373.4
1,432.0
9.2%
2,928.3
22.9%
924.4
6.3%
11.4%
5.5%
OUT-OF-HOME
Cinema
54.6
0.7%
Other OOH (incl. Digital)
174.4
168.5
16.3%
Total OOH
229.0
-3.4%
212.4
12.1%
TOTAL
2,909.2
-9.0%
-7.2%
2,569.5
-11.7%
101.0
128.0
-40.1%
127.3
1,585.7
2,404.6
40.5%
2,950.2
51.6%
22.7%
218.4
16.0%
275.1
18.7%
4,021.8
36.3%
319.4
46.2%
385.1
40.0%
4,998.3
24.3%
2011 COUNTRY MEDIA SHARE
OOH
6%
Magazines
9%
231.7
29.5%
-38.3%
Television
41%
47.0%
164.9
-40.1%
2011 GLOBAL MEDIA SHARE

Radio
7%
188.2
26.7%
Radio
3%
377.7
12.9%
549.8
18.3%
604.8
45.6%
478.4
10.0%
662.8
24.2%
6,228.2
127.6
12.2%
732.4
38.5%
7,899.3
24.6%
10.5%
9,225.6
26.8%
16.8%
153.2
201.2
20.1%
838.5
21.1%
1,147.7
38.6%
1,476.7
36.9%
991.7
28.7%
1,348.9
35.4%
12,246.9
243.7
31.3%
1,720.3
36.0%
27.5%
16,979.1
32.7%
21,791.3
38.6%
28.3%
RANK
Argentina
Magazines
4%
Newspapers
31%
283.0
16.1%
1,826.4
23.7%
2,109.4
22.6%
26,889.7
23.4%
316.6
2,910.5
15.5%
2,500.2
3,276.2
14.5%
36,955.6
19.3%
20.5%
15.4%
2,862.1
18.5%
12.7%
7.3%
2,521.1
19.6%
32,075.6
365.8
7.7%
2,183.5
19.4%
14.5%
42,578.1
15.2%
2011 ECONOMIC INDICATORS
Year Over Year Growth
38.6%
Total (ARS) (mm) ARS
16,979.1
USD Total (mm)
4,284.9
Population (mm)
40.90
Population Growth
20.2%
15.2%
RANK
26.3%
Total (ARS) (bn)
1,875.4
21
USD Total (bn)
431.1
24
23
GDP Per Capita - USD (000s)
10.5
41
0.9%
27
Nominal Personal Consumption (PCE)
Household (mm)
11.46
22
25.8%
Household Growth
0.9%
28
Industrial Production (IP)

22.3%
10.6%
50.0
Internet
9%
341.0
11.9%
Nominal Gross Domestic Product (GDP)
2011 MEDIA PENETRATION
Internet
17%
Source:
113.0
53.3%
2011 CORE MEDIA ADVERTISING REVENUES
OOH
8%
Television
45%
Newspapers
20%
100.7
Consumer Price Index (CPI)
Television
89.5%
63
Internet
33.4%
55
Other Measures
Mobile
153.3%
12
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations
38
AUSTRALIA
Australia (MM AUD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
0.93 AUD : 1 USD

TELEVISION
2,746.1
2,490.2
11.9%
2,592.4
-9.3%
4.1%
Pay TV
0.0
0.0
67.0
------
------
------
2,746.1
2,490.2
2,659.4
Total Television
11.9%
-9.3%
6.8%
2,830.5
9.2%
93.2
39.2%
2,923.8
9.9%
3,142.3
11.0%
123.3
32.2%
3,265.5
11.7%
3,216.1
3,207.5
2.4%
-0.3%
160.0
212.3
29.8%
32.7%
3,376.1
3,419.7
3.4%
1.3%
3,474.6
3,412.0
8.3%
3,151.6
-1.8%
275.6
-7.6%
317.0
29.8%
332.7
15.0%
3,750.2
3,729.0
9.7%
4.9%
3,484.3
-0.6%
-6.6%
3,469.9
3,626.0
10.1%
3,742.7
4.5%
366.3
382.8
10.1%
395.1
4.5%
3,836.2
4,137.8
4.5%
4,081.9
4.4%
412.6
3.2%
4,008.8
10.1%
3,909.1
3.2%
4,321.8
451.2
2.7%
4,512.8
3.3%
2.0%
4,633.9
4.4%
3.3%
2.0%
442.5
4.4%
4.4%
4,274.5
2.7%
430.9
4.4%
3.2%
4,191.5
4.4%
4,725.8
2.7%
3.3%
2.0%
INTERNET
Paid Search
28.6
35.1
45.0
69.0
38.0%
22.7%
28.2%
53.4%
127.5
84.7%
220.0
399.0
72.5%
81.4%
622.3
806.3
56.0%
944.3
18.3%
21.2%
33.5
51.8
65.5
84.3
67.2%
54.8%
26.3%
28.8%
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
20.0
------
------
------
------
------
------
------
------
------
107.9
111.5
122.0
167.0
260.5
400.0
602.0
723.8
903.8
907.0
Total Internet
136.5
3.3%
146.5
18.2%
NEWSPAPERS
3,358.6
MAGAZINES
836.4
3,131.3
RADIO
683.7
14.0%
3,045.1
-6.8%
-2.8%
771.5
5.0%
167.0
7.3%
9.2%
9.5%
788.7
-7.8%
2.2%
695.0
6.2%
702.4
1.6%
1.1%
36.9%
236.0
41.3%
3,314.0
8.8%
821.5
4.2%
737.0
4.9%
56.0%
388.0
64.4%
3,605.4
8.8%
894.8
8.9%
841.6
14.2%
53.6%
50.5%
620.0
1,001.0
59.8%
61.5%
3,789.7
3,723.1
5.1%
-1.8%
977.9
994.0
9.3%
1.6%
897.5
924.8
6.6%
3.0%
20.2%
24.9%
1,346.0
1,710.0
34.5%
0.4%
1,871.3
27.0%
4,076.0
4,117.1
9.5%
9.4%
3,471.4
1.0%
1,033.7
-15.7%
1,032.1
4.0%
856.6
-0.2%
984.4
-17.0%
991.7
6.4%
2,255.0
30.6%
------
13.9%
1,860.2
27.6%
Online Video
1,572.6
17.1%
1,204.4
29.6%
936.2
0.7%
-5.6%
998.3
1,170.8
10.1%
1,261.7
17.3%
2,236.1
2,795.2
19.5%
3,187.4
25.0%
3,679.7
3,767.5
2.5%
908.0
952.8
5.0%
960.5
17.4%
3,791.3
952.1
1,010.8
3.0%
1,042.7
171.6
27.2%
1,554.6
1,953.4
12.3%
4,356.5
6,013.1
17.6%
3,808.2
3,823.4
0.3%
948.9
934.9
-0.6%
1,083.5
-0.4%
-0.9%
1,127.3
3.9%
0.3%
0.1%
943.3
-0.3%
16.6%
17.4%
3,819.4
0.4%
10.8%
11.9%
5,122.5
16.4%
27.1%
26.2%
1,746.0
10.8%
19.8%
20.0%
136.0
26.7%
3.2%
3,888.1
20.2%
106.9
-0.1%
2.2%
3,240.5
19.5%
0.6%
-0.1%
989.4
2.6%
3,742.1
-0.1%
953.4
6.0%
11.2%
14.0%
3,771.7
6.0%
1,402.7
7.8%
2,694.9
1,174.4
4.0%
3.5%
4.2%
OUT-OF-HOME
Cinema
0.0
53.1
------
------
345.2
282.4

-6.5%
Total OOH
345.2
TOTAL
8,106.6
20.5%
254.9
-18.2%
-9.7%
335.5
-6.5%
64.0
319.0
-2.8%
7,570.0
8.8%
-4.9%
7,681.6
-6.6%

Radio
7%
8.7%
292.8
14.9%
362.4
13.6%
8,394.7
9.3%
72.9
4.7%
328.4
12.1%
401.3
10.7%
9,396.6
11.9%
79.4
85.8
8.9%
8.0%
357.9
378.4
9.0%
5.7%
437.4
464.2
9.0%
6.1%
10,098.6
10,526.9
7.5%
4.2%
OOH
6%
Radio
7%
Magazines
7%
Magazines
9%
101.2
101.4
18.0%
428.3
-15.3%
449.0
13.2%
402.8
4.8%
529.5
-10.3%
550.3
14.1%
11,719.8
85.8
0.2%
488.7
3.9%
12,130.1
11.3%
-11.2%
11,108.4
3.5%
-8.4%
93.1
102.5
8.5%
459.9
522.3
10.0%
553.1
627.4
10.0%
Television
31%
548.4
657.9
13,683.6
7.8%
14,508.0
RANK
Internet
17%
17,432.4
6.3%
5.8%
6.5%
RANK
7.8%
Total (AUD) (mm) AUD
13,126.9
23
USD Total (mm)
14,039.4
Population (mm)
22.51
Population Growth
1.3%
18
Household (mm)
7.99
25
Household Growth
0.9%
32
7.0%
30
Total (AUD) (bn)
1,460.0
USD Total (bn)
1,397.1
13
32
62.1
1.8%
60
2.3%
56
3.0%
28
35.2
38

Internet
21%
16,369.2
4.6%
5.3%

Newspapers
29%
760.9
5.1%
6.1%
4.7%
5.4%
722.7
4.5%
15,397.3
636.5
5.2%
687.5
3.9%
4.6%
603.8
4.6%
6.0%
124.3
4.5%
573.7
4.9%
4.2%
118.8
3.9%
5.0%
3.1%
13,126.9
9.6%
113.7
4.2%
3.2%
608.4
13.2%
109.5
2.5%
505.9
14.2%
12,173.7
105.0
10.0%
Australia
OOH
5%
Television
41%
Newspapers
20%
Source:
1.5%
69.6
Television
99.7%
Internet
74.2%
25
Other Measures
Mobile
120.6%
32
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Australian Department of Broadband, Communications and the Digital Economy, Treasurer of the Commonwealth of Australia , Minister for Finance and Deregulation of the Commonwealth of Australia, CEASA, IAB
39
AUSTRIA
Austria (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
349.0
338.6
332.1
337.6
362.5
370.1
397.4
434.6
453.9
437.4
456.4
477.2
494.5
512.3
532.4
555.9
584.0
4.1%
0.74 EUR : 1 USD

TELEVISION
12.6%
-3.0%
-1.9%
1.7%
7.4%
2.1%
7.4%
9.4%
4.4%
-3.7%
4.4%
4.6%
3.6%
3.6%
3.9%
4.4%
5.1%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
2.2
3.2
4.8
6.5
8.3
11.4
14.8
18.7
------
------
------
------
------
------
------
------
------
------
46.4%
49.8%
35.1%
27.9%
37.1%
29.9%
25.9%
349.0
338.6
332.1
337.6
362.5
370.1
397.4
434.6
453.9
439.5
Total Television
12.6%
-3.0%
-1.9%
1.7%
7.4%
2.1%
7.4%
9.4%
4.4%
-3.2%
459.6
482.0
4.6%
501.1
4.9%
3.9%
520.6
543.8
3.9%
4.4%
570.7
31.1%
602.7
5.0%
4.6%
5.6%
INTERNET
Paid Search
0.4
259.5%
1.1
181.4%
1.3
1.7
19.6%
36.1%
Online Video
0.0
0.0
0.0
0.0
------
------
9.9%
42.4%
6.7
10.4
8.4
9.9%
55.2%
-19.5%
7.1
11.5
9.7
14.1%
62.3%
-15.8%
Total Internet
NEWSPAPERS
511.1
504.8
11.5%
MAGAZINES
277.2
RADIO
119.4
289.3
5.8%
110.9
2.7%
31.0
51.0
63.9
85.2
33.5%
46.0%
64.4%
25.3%
33.3%
18.3%
13.3%
12.5%
6.0
9.4
13.8
18.9
23.5
27.9
32.1
37.0
42.0
67.4%
56.6%
47.3%
36.8%
24.6%
18.6%
15.0%
15.2%
13.7%
0.4
1.7
8.6
18.6
2.2%
115.9%
23.3
41.8
85.2
124.3%
79.6%
103.8%
506.8
536.3
4.5%
286.1
5.8%
288.2
-1.1%
116.3
-9.5%
21.3
259.2%
6.8%
-1.3%
122.5
0.6%
0.1
15.9
245.0%
180.3%
10.4
-4.0%
293.2
12.2%
484.8
-1.2%
4.6
164.1%
4.9%
0.7%
129.3
11.1%
3.6
307.6%
109.5%
25.5
62.3
84.4
37.3%
144.4%
35.6%
591.0
625.2
10.2%
5.8%
282.6
293.4
-1.9%
3.8%
133.1
128.2
3.0%
-3.7%
113.8
121.8
34.8%
119.0
7.0%
170.8
39.6%
195.1
43.5%
690.9
14.2%
721.0
10.5%
684.9
4.3%
313.7
-5.0%
340.9
6.9%
338.0
8.7%
128.3
-0.9%
134.3
0.1%
137.6
4.7%
2.5%
100.8
127.2
114.2
135.4
4.4%
139.1
6.5%
226.2
2.7%
255.1
15.9%
276.8
12.8%
709.3
8.5%
719.5
3.6%
720.0
1.4%
344.7
0.1%
346.3
2.0%
348.9
0.5%
140.0
0.7%
142.8
1.7%
148.7
2.0%
4.1%
128.5
143.7
139.3
8.5%
149.5
3.3%
300.1
4.0%
320.9
8.4%
722.5
6.9%
731.4
0.3%
352.0
1.2%
355.1
0.9%
155.1
0.9%
162.2
4.3%
4.6%
153.2
166.6
10.0%
155.2
10.6%
8.7%
17.4%
160.0
3.8%
345.3
3.4%
3.1%
368.6
7.6%
738.5
7.6%
6.7%
745.2
1.0%
358.2
0.7%
0.9%
361.3
0.9%
167.4
0.9%
0.8%
172.6
3.2%
3.9%
3.1%
OUT-OF-HOME
7.9
7.0
6.4
7.9
7.7
9.8
Cinema
66.2%
-10.4%
-9.6%
24.1%
-2.4%
26.6%
80.4
89.9
-6.6%
Total OOH
88.2
TOTAL
1,352.0
103.9
9.9%
1,367.6
9.8%
99.1
8.5%
97.0
-2.8%
97.5
11.9%
107.0
7.2%
1,330.7
1.2%
1,364.2
-2.7%
107.9
0.9%
1,447.4
2.5%
6.1%
Radio
7%
Television
41%
OOH
7%
113.0
122.6
12.8%
8.4%
122.8
133.0
13.8%
8.3%
1,541.6
1,662.6
6.5%
7.8%
10.7
9.6
3.0%
123.0
3.7%
129.6
0.3%
134.4
5.4%
133.7
3.7%
139.2
0.5%
1,820.3
10.0
-10.0%
144.4
4.2%
1,960.2
9.5%
3.7%
1,939.6
7.7%
-1.1%
10.1
10.4
1.5%
136.8
2.6%
141.7
1.8%
146.5
3.6%
146.9
3.4%
152.1
1.8%
2,026.8
10.7
2.7%
157.1
3.5%
3.3%
2,097.8
4.5%
2,152.5
3.5%
2.6%
RANK
Austria
Television
23%
Magazines
17%
Internet
12%
Newspapers
20%
Newspapers
34%
11.0
11.3
2.9%
151.7
3.2%
157.6
3.6%
162.6
3.9%
168.9
3.5%
2,212.9
3.8%
2,282.2
2.8%
3.1%
11.8
12.2
3.9%
163.7
3.2%
3.2%
169.0
3.9%
175.5
3.6%
3.2%
181.2
3.9%
2,355.7
3.6%
3.2%
2,431.6
3.2%
3.0%
3.2%
RANK
3.5%
Total (EUR) (mm) EUR
2,097.8
USD Total (mm)
2,811.0
Population (mm)
8.39
Population Growth
42
3.2%
Total (EUR) (bn)
292.6
23
USD Total (bn)
430.1
25
46
51.3
0.2%
51
Household (mm)
3.64
43
4.9%
42
Household Growth
0.9%
29

3.2%
44
1.7%
56
29.1
55

Internet
17%
Source:
6.3%
OOH
6%
Magazines
9%
1.1%
2.9%

Radio
7%
100.2
1.6%
10.4
60
Television
97.5%
40
Internet
84.4%
16
Other Measures
Mobile
162.8%
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, OECD, Wirtschaftsfrderung, Focus Media Research, Media Analyse 2008
40
BELGIUM
Belgium (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
514.5
527.0
503.6
531.5
619.5
596.9
742.6
776.4
800.8
828.8
852.5
886.2
913.7
957.3
999.5
2015E
2016E
2011-2016
CAGR
0.74 EUR : 1 USD

TELEVISION
19.0%
2.4%
-4.4%
5.5%
16.6%
-3.6%
24.4%
4.6%
3.1%
3.5%
2.9%
3.9%
3.1%
4.8%
4.4%
1,044.7
1,091.9
4.5%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
514.5
527.0
503.6
531.5
619.5
596.9
742.6
776.4
800.8
828.8
852.5
886.2
913.7
957.3
999.5
1,044.7
1,091.9
Total Television
19.0%
2.4%
-4.4%
5.5%
16.6%
-3.6%
24.4%
4.6%
3.1%
3.5%
2.9%
3.9%
3.1%
4.8%
4.4%
4.5%
4.3%
4.5%
-----4.3%
4.5%
INTERNET
Paid Search
0.0
0.0
269.4%
0.8
82.8%
1.5
2187.5%
86.2%
4.0
170.4%
11.6
52.1
67.4
78.9
89.0
194.3%
347.4%
29.4%
17.2%
12.7%
37.9%
13.1%
12.0%
3.9
6.6
10.6
15.2
20.9
26.0
30.7
35.6
41.0
40.0%
68.5%
59.0%
43.7%
37.6%
24.4%
18.1%
16.1%
15.1%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.8
------
------
------
------
------
------
------
11.4
101.9

Total Internet
NEWSPAPERS
0.1
0.1
10.8%
0.5%
0.1
0.1
24.4%
13.4%
291.9
3.8%
MAGAZINES
176.0
RADIO
161.4
37.9%
2.3
187.2
5.1%
164.3
7.0%
12.4%
171.9
1.2%
172.8
54.2%
301.8
33.2%
185.0
4.6
118.5%
3.6
268.4
-31.0%
26.3%
2.1
1614.4%
201.5
-0.1%
1.5
1420.5%
8.6
176.1
791.8%
23.1
154.7
139.6%
168.0%
570.8%
336.8
345.9
453.6
11.6%
178.7
-8.2%
-4.9%
145.7%
4.0%
187.8
7.2%
6.6%
2.7%
31.2%
163.7
148.4
-8.4%
-9.4%
209.5
228.5
11.5%
9.1%
2.8
264.6%
131.3
162.2
28.9%
160.1
23.6%
201.4
-1.3%
245.1
30.2%
255.7
21.7%
436.4
4.4%
410.2
-3.8%
408.1
-6.0%
145.6
-0.5%
138.7
-1.9%
130.3
-4.7%
247.9
-6.1%
238.6
8.5%
226.3
-3.7%
-5.2%
122.7
138.8
152.4
155.4
162.4
-4.8%
171.8
6.6%
285.7
5.8%
316.3
11.7%
348.1
10.7%
397.6
10.1%
391.8
-2.6%
385.0
-1.5%
126.0
-1.7%
122.2
-3.3%
121.1
-3.1%
223.4
-0.9%
223.2
-1.3%
224.8
-0.1%
0.7%
169.1
182.1
8.8%
176.1
7.7%
183.1
2.5%
371.2
4.0%
395.9
6.6%
382.8
6.7%
382.7
-0.6%
122.0
0.0%
122.9
0.7%
228.1
0.8%
234.0
1.5%
2.6%
194.5
207.5
6.8%
188.9
8.4%
6.7%
22.0%
194.8
3.2%
419.0
3.7%
3.1%
443.3
5.8%
384.1
7.0%
5.8%
385.2
0.4%
122.4
-0.3%
0.3%
121.7
-0.4%
239.7
-0.1%
-0.5%
245.6
2.4%
1.9%
2.4%
OUT-OF-HOME
Cinema
20.8
21.4
9.9%
124.7
2.7%
133.4
5.0%
Total OOH
145.6
TOTAL
1,289.5
140.4
153.5
6.3%
1,241.2
14.6%
3.4%
154.7
11.6%
17.8
138.0
6.9%
5.7%
15.5
-27.4%
158.2
1,279.3
1,343.1
3.1%
5.0%
4.1%
163.5
3.4%
1,494.9
11.3%
24.0
19.2
14.2
11.5
37.5%
-20.1%
-25.7%
-19.2%
136.6
144.1
-6.5%
5.5%
160.6
163.2
-1.8%
1.7%
1,499.5
1,891.0
0.3%
26.1%
OOH
6%
Newspapers
20%
Magazines
6%
Television
42%
138.3
4.5%
147.2
-0.5%
150.5
-9.8%
148.9
2.2%
1,984.0
3.4%
-1.1%
1,998.1
1.5%
0.7%
9.9
9.9
9.9
-6.1%
-0.2%
0.4%
130.9
131.6
-5.4%
140.8
1.2%
141.5
-5.4%
2,026.0
133.2
0.6%
143.1
0.5%
1.1%
2,081.3
1.4%
2,135.9
2.7%
2.6%
RANK
10.3
10.7
3.4%
137.8
3.6%
142.7
3.4%
148.0
3.6%
153.3
3.4%
2,209.4
3.6%
2,288.4
3.4%
3.6%
11.2
2.7%
146.5
2.5%
2.7%
150.4
2.7%
157.5
2.7%
2.7%
161.7
2.7%
2,367.5
2.7%
2.7%
2,449.3
3.5%
3.3%
3.5%
RANK
2.7%
2,081.3
USD Total (mm)
2,788.9
Population (mm)
10.88
Population Growth
49
3.6%
Total (EUR) (bn)
365.4
24
USD Total (bn)
537.2
21
40
49.4
10
0.5%
39
Household (mm)
5.03
37
2.6%
54
Household Growth
1.2%
22

1.6%
62
1.9%
52
33.0
45
Internet
15%
10.9
Newspapers
19%
Internet
17%
139.0
-7.7%
1,954.9
-8.2%
Belgium
Radio
11%
Television
41%
133.0
10.6
OOH
7%
Magazines
9%
Source:
146.1
3.1%

Radio
7%
-1.9%
1.8%
-0.8%
-3.7%
17.4
56
Television
99.0%
25
Internet
91.2%
Other Measures
Mobile
126.7%
27
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Belgostat, IP Network
41
BRAZIL
Brazil (MM BRL)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1.73 BRL : 1 USD

TELEVISION
3,879.4
3,738.2
24.2%
Pay TV
Total Television
4,570.4
5.9%
80.8
71.3
91.6
100.4%
-11.7%
28.4%
3,960.2
3,960.2
-3.6%
3,809.5
25.2%
4,051.8
-3.8%
15.4%
94.2
2.8%
4,664.6
6.4%
15.1%
5,763.1
26.1%
151.9
61.3%
5,915.1
26.8%
6,655.2
7,248.4
15.5%
8.9%
187.1
265.0
23.2%
41.6%
6,842.3
7,513.4
15.7%
9.8%
7,877.0
8,823.6
8.7%
319.7
5.2%
401.4
20.6%
8,196.7
9,285.6
12.0%
592.7
25.5%
47.7%
9,225.0
9.1%
9,878.3
12.5%
7.1%
10,193.7
11,432.2
9.8%
708.7
11.8%
804.6
19.6%
10,902.3
12,784.3
12.2%
910.7
13.5%
13.2%
12,236.8
10.4%
13,695.0
12.2%
11.9%
14,231.2
11.3%
1,026.1
12.7%
15,257.3
11.4%
15,849.6
17,646.2
11.4%
1,156.4
1,467.4
12.7%
18,948.9
11.5%
11.4%
11.3%
1,302.7
12.7%
17,006.0
19,646.8
11.3%
12.8%
12.6%
21,114.2
11.4%
11.5%
11.4%
INTERNET
Paid Search
26.2
50.7
99.2
383.0%
93.2%
95.8%
164.5
65.8%
290.0
76.3%
398.5
614.2
37.4%
54.1%
1,053.3
1,549.1
71.5%
1,656.1
47.1%
6.9%
1,834.3
2,067.6
2,325.8
2,609.6
2,933.4
3,294.8
3,699.4
12.3%
10.8%
12.7%
12.5%
12.2%
12.4%
12.3%
12.3%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
3.9
11.3
25.3
28.8
32.7
37.0
41.9
47.5
53.7
------
------
------
------
------
------
------
------
------
188.3%
123.6%
13.8%
13.4%
13.3%
13.3%
13.2%
13.2%
87.4
101.4
124.0
164.5
223.1
265.7
361.3
526.7
641.5
863.2
969.2
61.0%
Total Internet
113.7
15.9%
152.0
90.3%
NEWSPAPERS
1,056.9
MAGAZINES
678.2
RADIO
289.3
46.9%
987.5
959.4
-6.6%
609.5
-5.6%
-4.8%
264.9
27.2%
32.6%
329.0
47.3%
1,003.1
-2.8%
640.6
32.4%
223.3
33.8%
18.1%
22.4%
262.9
-8.4%
-0.8%
4.6%
675.2
10.8%
300.9
35.6%
513.1
56.0%
1,157.7
15.4%
752.7
11.5%
360.3
19.1%
36.0%
664.1
975.5
29.4%
46.9%
1,300.8
1,348.0
12.4%
3.6%
912.5
976.4
21.2%
7.0%
401.0
436.0
8.7%
45.8%
1,580.0
21.8%
2,194.5
62.0%
1,553.2
2,530.7
38.9%
15.3%
1,705.8
15.2%
1,046.4
34.6%
1,756.4
9.8%
3.0%
1,186.0
7.2%
1,262.0
13.3%
460.3
6.4%
541.5
14.4%
19.7%
11.3%
5.6%
18.3
23.7
26.6
30.5
37.6
44.2
18.4%
29.6%
12.5%
14.6%
23.1%
17.5%
590.2
17.6%
9.0%
1,122.0
12.3%
1,290.3
15.8%
2,828.9
15.0%
3,218.4
11.8%
3,648.8
13.8%
1,835.2
13.4%
1,947.6
4.5%
2,055.0
6.1%
1,365.6
5.5%
1,504.2
8.2%
1,651.4
10.1%
638.5
9.8%
716.4
8.2%
798.0
1,486.2
15.2%
4,132.8
13.3%
2,222.9
1,707.4
885.4
6,001.3
13.2%
2,404.3
2,803.2
8.0%
1,988.1
2,391.5
9.7%
986.6
7.6%
7.9%
2,180.7
9.8%
13.3%
13.2%
2,597.2
8.2%
14.9%
14.7%
5,302.0
13.3%
9.7%
2,248.2
14.8%
4,682.7
8.2%
1,811.5
1,959.7
14.9%
13.3%
9.7%
9.7%
1,097.4
1,220.3
11.2%
12.2%
11.4%
10.9%
11.4%
11.2%
11.2%
56.2
61.7
67.7
74.4
81.6
89.5
OUT-OF-HOME
Cinema
14.8
29.0%
357.8
27.4%
Total OOH
372.6
27.4%
TOTAL
6,470.9
14.5
15.4
-2.2%
6.7%
306.4
350.6
-14.4%
14.4%
320.8
366.0
-13.9%
6,175.4
25.6%
14.1%
6,473.0
-4.6%
442.1
26.1%
460.4
25.8%
7,433.0
4.8%
14.8%

Radio
7%
6.3%
493.7
7.2%
9,192.4
23.7%
476.5
448.3
1.4%
-5.9%
503.1
478.8
1.9%
-4.8%
10,623.8
11,728.1
15.6%
10.4%
Internet
16%
Internet
17%
412.6
5.9%
454.9
-13.8%
13,249.3
435.1
9.5%
482.1
10.2%
6.0%
15,307.7
13.0%
16,499.6
15.5%
7.8%
8.3%
10.2%
468.6
513.7
7.7%
561.2
9.6%
519.5
9.2%
569.8
7.8%
18,090.1
9.9%
622.9
9.7%
9.3%
20,193.2
9.6%
22,471.0
11.6%
11.3%
RANK
Total (BRL) (mm)
Television
61%
9.8%
612.5
9.8%
668.7
9.1%
680.2
11.2%
885.1
9.2%
30,937.4
11.3%
9.1%
9.1%
811.2
9.2%
27,810.8
795.7
9.1%
743.1
9.8%
9.7%
729.6
9.2%
9.2%
24,990.0
9.7%
9.2%
9.1%
34,415.6
11.2%
11.3%
11.2%
RANK
Newspapers
10%
Newspapers
20%
410.7
-16.3%
51.0
Brazil
7%
Television
41%
375.1
6.5%
Radio OOH
3%
Magazines 3%
OOH
6%
Magazines
9%
Source:
470.0
47.1
BRL
11.6%
15
20,193.2
9.3%
3,943.1
2,437.8
12.5
35
7.3%
22
6.3%
20
4.6%
19
55.0
USD Total (mm)
11,672.4
USD Total (bn)
Population (mm)
194.93
Population Growth
0.9%
29
Household (mm)
52.54
Household Growth
0.9%
34

21
Total (BRL) (bn)
Television
92.2%
58
Internet
46.6%
45
Other Measures
Mobile
112.4%
38
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IBOPE
42
BULGARIA
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
33.7
53.9
60.0
115.0
135.0
180.0
220.0
260.0
345.0
270.0
255.8
259.9
273.9
294.9
313.3
324.8
343.3
5.7%
70.5%
60.2%
11.3%
Bulgaria (MM BGN)

1.47 BGN : 1 USD
TELEVISION
91.7%
17.4%
33.3%
22.2%
18.2%
32.7%
-21.7%
-5.2%
1.6%
5.4%
7.7%
6.2%
3.7%
5.7%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
Total Television
33.7
53.9
60.0
115.0
135.0
180.0
220.0
260.0
345.0
270.0
255.8
259.9
273.9
294.9
313.3
324.8
343.3
70.5%
60.2%
11.3%
91.7%
17.4%
33.3%
22.2%
18.2%
32.7%
-21.7%
-5.2%
1.6%
5.4%
7.7%
6.2%
3.7%
-----5.7%
5.7%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.0
------
------
------
------
------
------
------
------
4.0
300.0%
4.0
5.5
7.6
9.9
12.7
15.4
17.7
20.0
0.0%
36.9%
38.9%
30.3%
27.8%
21.8%
15.0%
12.7%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
0.2
1.4
2.2
3.0
3.7
4.5
------
------
------
------
------
------
------
------
------
70.0%
138.7%
106.9%
70.4%
50.4%
39.5%
24.5%
21.6%
7.0
13.0
15.9
12.8
14.4
17.8
21.2
25.0
28.5
31.2
33.7
85.7%
22.3%
-19.3%
12.3%
23.5%
19.0%
18.2%
13.8%
0.0
0.0
0.1
------
------
------
Total Internet
0.0
0.0
0.1
------
------
------
NEWSPAPERS
19.5
32.9
31.0
34.8%
68.7%
MAGAZINES
RADIO
0.4
1.1
203.1%
200.4%
0.4
133.3%
13.7%
8.3%
14.0
20.0
17.0
20.3
26.2
32.5
39.9
46.9
52.6
58.3
169.7%
133.3%
100.0%
42.9%
-15.0%
19.3%
29.3%
23.9%
22.6%
17.7%
12.2%
10.7%
32.0
34.0
41.0
42.0
40.0
46.0
33.0
25.2
25.8
26.0
26.6
27.0
27.5
27.9
15.0%
-28.3%
-23.8%
6.3%
7.0
9.5%
40.2%
200.4%
3.2%
3.0
0.8
203.1%
-5.9%
1.1
3.0
169.7%
0.4
21.3%
20.6%
2.4%
-4.8%
2.6%
0.8%
2.1%
1.8%
1.7%
5.4
6.2
9.0
10.0
14.0
22.0
30.0
38.0
45.0
34.0
27.2
32.3
37.2
42.9
49.7
55.6
41.2%
15.0%
44.9%
11.1%
40.0%
57.1%
36.4%
26.7%
18.4%
-24.4%
-19.9%
18.4%
15.2%
15.5%
15.7%
11.9%
21.4
22.9
24.9
26.6
27.9
3.5
5.6
6.0
8.0
12.0
16.0
20.0
28.0
32.0
27.0
20.4
50.0%
60.0%
7.0%
33.3%
50.0%
33.3%
25.0%
40.0%
14.3%
-15.6%
-24.5%
4.9%
6.9%
8.9%
6.9%
17.3%
1.6%
1.5%
58.9
12.8%
6.0%
29.3
4.9%
6.5%
4.9%
OUT-OF-HOME
Cinema
0.0
0.0
0.2
0.2
0.3
0.3
0.4
0.5
0.5
0.4
0.3
0.4
0.4
0.4
0.5
0.5
0.5
------
------
------
0.0%
50.0%
0.0%
33.3%
25.0%
0.0%
-28.0%
-9.3%
8.6%
6.5%
13.5%
8.0%
9.3%
6.0%

Total OOH
9.7
15.7
18.0
20.0
28.0
36.0
44.0
72.0
82.0
59.6
33.3%
62.1%
15.0%
11.1%
40.0%
28.6%
22.2%
63.6%
13.9%
-27.3%
9.7
15.7
18.2
20.2
28.3
36.3
44.4
72.5
82.5
60.0
33.3%
62.1%
16.3%
11.0%
40.1%
28.3%
22.3%
63.3%
13.8%
-27.3%
TOTAL
71.7
50.6%
114.3
59.3%
124.3
185.6
8.7%

Radio
7%
224.4
49.3%
20.9%
298.3
363.4
32.9%
21.8%
24.5%
570.5
26.1%
441.0
-22.7%
-5.3%
56.8
-5.3%
405.7
-8.0%
64.2
71.6
81.3
13.6%
11.6%
13.5%
64.5
72.0
81.7
13.6%
11.6%
13.5%
430.1
464.5
6.0%
8.0%
RANK
Bulgaria
OOH
6%
OOH
15%
Magazines
9%
Television
41%
Radio
5%
Newspapers
6%
Newspapers
20%
Internet
6%
Internet
17%
6.0%
Total (BGN) (mm) BGN
430.1
USD Total (mm)
292.4
Population (mm)
7.49
Household (mm)
Television
60%
Household Growth
510.9
87.8
8.0%
88.3
8.0%
551.8
10.0%
8.0%
96.0
101.8
9.3%
9.7%
6.0%
96.5
102.3
9.3%
9.7%
6.0%
584.9
620.0
6.0%
7.6%
6.0%
RANK
Population Growth
Magazines
8%
Source:
452.5
56.5
8.6%
31
3.6%
Total (BGN) (bn)
69.5
56
USD Total (bn)
46.3
58
49
6.2
53
-0.5%
70
2.92
47
7.6%
19
-0.1%
62

5.5%
26
2.9%
32
29.2
54

57
Television
99.2%
15
Internet
72.6%
26
Other Measures
Mobile
141.6%
19
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, National Statistics, IMF, ITU, United Nations
43
CANADA
Canada (MM CAD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1.02 CAD : 1 USD

TELEVISION
2,070.3
2,116.4
0.2%
Pay TV
379.8
Total Television
2,450.0
508.2
15.0%
2,553.0
3.4%
2,222.0
-1.5%
436.6
25.2%
2,084.8
2.2%
6.6%
605.0
16.4%
2,593.0
4.2%
19.0%
2,827.0
1.6%
9.0%
2,255.6
1.5%
708.4
17.1%
2,964.0
4.8%
2,245.4
2,359.4
-0.5%
5.1%
768.6
881.6
8.5%
14.7%
3,014.0
3,241.0
1.7%
7.5%
2,352.2
2,366.9
-0.3%
946.8
1,024.1
7.4%
3,299.0
2,150.6
0.6%
-9.1%
1,021.4
8.2%
3,391.0
1.8%
-0.3%
3,172.0
2.8%
-6.5%
2,211.9
2,254.5
2.8%
2,388.5
1.9%
1,109.2
5.9%
1,192.7
8.6%
1,320.4
7.5%
3,321.1
10.7%
3,447.2
4.7%
3,708.9
3.8%
7.6%
2,441.4
2,491.2
2.2%
1,394.3
1,594.7
5.9%
3,960.6
6.0%
2.5%
4,138.6
3.3%
2.8%
0.3%
1,556.1
5.4%
3.4%
2,590.9
3.7%
1,469.4
5.6%
3,835.7
2,582.5
2.0%
4,185.6
4.5%
4.0%
1.1%
INTERNET
Paid Search
1.8
------
4.6
37.7
155.6%
120.2
719.6%
218.8%
162.9
35.5%
222.4
343.0
36.5%
54.2%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
4.0
------
------
------
------
------
------
------
138.3
116.8
201.1
339.6
553.0
96.2
81.4
92.4%
-15.4%
69.9%
Total Internet
98.0
86.0
176.0
96.0%
-12.2%
104.7%
NEWSPAPERS
2,581.0
2,501.0
6.3%
MAGAZINES
514.0
RADIO
1,001.0
1,048.0
2,529.0
558.0
5.3%
5.0%
34.7%
0.4%
541.0
11.7%
237.0
2,510.0
-3.1%
-15.5%
0.8%
610.0
3.1%
1,080.0
4.7%
9.3%
1,171.0
3.1%
8.4%
72.2%
364.0
53.6%
2,611.0
3.2%
647.0
6.1%
1,209.0
3.2%
68.9%
62.8%
562.0
900.0
54.4%
60.1%
2,659.0
2,635.0
1.8%
-0.9%
665.0
682.0
2.8%
2.6%
1,313.0
1,388.0
8.6%
5.7%
478.0
602.0
741.0
929.3
1,091.9
1,281.9
39.4%
25.9%
23.1%
25.4%
17.5%
17.4%
9.0
12.0
20.0
33.7
51.6
73.8
33.3%
66.7%
68.4%
53.3%
43.0%
125.0%
754.0
988.0
36.3%
1,241.0
1,602.0
37.9%
2,572.0
7.2%
1,820.0
29.1%
2,503.0
-2.4%
13.6%
2,137.6
-2.7%
718.0
-14.6%
692.0
5.3%
1,467.0
1,059.0
31.0%
589.0
-3.6%
1,547.0
5.7%
-14.9%
1,438.7
5.5%
-7.0%
1,143.6
1,204.3
8.0%
1,281.3
5.3%
2,106.6
6.4%
2,347.8
15.7%
2,637.0
11.5%
2,030.7
12.3%
1,978.8
-5.0%
1,958.3
-2.6%
556.7
-1.0%
546.1
-5.5%
546.0
-1.9%
1,490.5
0.0%
1,542.7
3.6%
1,581.7
3.5%
2.5%
1,467.8
14.5%
101.7
37.8%
1,336.3
1,660.4
1,916.8
546.0
1,617.1
1,810.6
-2.2%
551.5
554.7
0.0%
1,656.4
0.3%
0.6%
1,696.1
2.4%
-1.8%
-0.9%
551.5
1.0%
9.0%
5.6%
1,827.8
-2.5%
2.2%
3,618.6
7.5%
1,869.4
4.1%
2.3%
3,426.1
9.6%
0.0%
1,472.3
3.3%
3,186.1
31.0%
18.6%
1,438.5
4.2%
-2.1%
199.0
25.5%
1,391.9
12.3%
7.0%
167.8
31.6%
10.2%
1,947.3
9.6%
133.8
4.3%
2,905.8
1,819.7
13.1%
1,751.6
2.4%
2.6%
3.3%
OUT-OF-HOME
Cinema
28.9
28.7
8.2%
234.1
Total OOH
263.0
TOTAL
6,907.0
245.7
7.8%
7,010.0
255.9
273.0
6.8%
6.2%
3.0%
-2.6%
281.0
8.2%
28.1
-4.8%
252.3
8.2%
27.3
-0.9%
4.1%
284.0
-2.8%
7,190.0
1.5%
4.0%
7,658.0
2.6%
6.5%

Radio
7%
6.3%
272.1
6.3%
302.0
6.3%
8,097.0
5.7%
34.2
47.1
56.2
14.4%
37.7%
19.3%
309.8
322.9
13.9%
4.2%
344.0
370.0
13.9%
7.6%
8,557.0
9,216.0
5.7%
7.7%
Radio
15%
Television
41%
61.0
361.5
9.5%
397.6
12.0%
416.1
10.0%
417.7
4.7%
458.6
12.9%
9,714.7
66.8
8.5%
482.9
9.8%
10,193.6
5.4%
5.3%
9,640.2
4.9%
-5.4%
70.1
73.6
5.0%
464.6
4.9%
478.4
11.7%
492.7
3.0%
534.7
3.0%
552.1
10.7%
10,040.3
77.3
5.0%
569.9
3.2%
3.2%
10,414.6
4.2%
11,001.8
3.7%
5.6%
RANK
Canada
OOH
5%
OOH
6%
Magazines
9%
Television
33%
Magazines
5%
81.0
84.9
4.9%
507.3
11,409.8
11,831.3
Internet
17%
Internet
23%
12,267.1
3.4%
4.1%
12,573.7
3.7%
3.8%
2.5%
RANK
3.7%
Total (CAD) (mm) CAD
10,414.6
USD Total (mm)
10,135.9
Population (mm)
34.49
Population Growth
40
5.3%
41
Total (CAD) (bn)
1,710.1
10
USD Total (bn)
1,753.9
10
25
50.8
1.2%
19
Household (mm)
13.71
21
2.3%
56
Household Growth
0.8%
37

3.2%
44
2.0%
49
32.6
47
Newspapers
19%
652.6
3.2%
3.7%
3.1%
3.8%
627.0
3.2%
3.7%
558.6
3.0%
607.3
5.0%
5.6%
537.9
3.0%
3.2%
94.0
4.8%
522.4
3.0%
588.4
89.0
4.8%
Newspapers
20%
Source:
29.9
Television
99.1%
16
Internet
88.6%
11
Other Measures
Mobile
77.2%
62
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Statistics Canada, Nielsen Canada, Television Bureau of Canada, Canadian Wireless Telecommunications Association (CWTA), Interactive Advertising Bureau of Canada (IAB), BBM
44
CHILE
Chile (MM CLP)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
511 CLP : 1 USD

TELEVISION
129,664.4
141,265.8
3.8%
Pay TV
4,321.6
4,708.2
4.6%
Total Television
133,986.0
157,685.5
8.9%
5,255.5
8.9%
145,974.0
3.8%
169,703.0
11.6%
162,941.0
6.2%
5,656.0
11.6%
8.9%
180,153.0
7.6%
6,077.0
7.6%
175,359.0
11.6%
7.4%
186,230.0
7.6%
6.2%
195,108.0
213,283.0
8.3%
9.3%
7,051.0
7,403.0
16.0%
5.0%
202,159.0
220,686.0
8.6%
9.2%
239,234.0
244,529.0
12.2%
250,379.0
2.2%
9,251.0
2.4%
8,421.0
25.0%
9,684.0
-9.0%
248,485.0
15.0%
252,950.0
12.6%
260,063.0
1.8%
2.8%
280,424.5
306,872.8
12.0%
342,899.8
9.4%
11,620.8
11.7%
13,294.9
20.0%
15,405.9
14.4%
292,045.3
15.9%
320,167.6
12.3%
358,305.7
9.6%
11.9%
366,462.0
392,722.4
6.9%
17,085.8
10.9%
383,547.8
420,975.8
7.2%
19,001.1
411,723.5
22,657.2
9.2%
11.3%
9.2%
441,728.2
7.3%
8.0%
7.2%
20,752.4
11.2%
7.0%
451,103.9
7.2%
473,761.1
7.3%
8.2%
7.3%
INTERNET
Paid Search
163.3
262.9%
269.7
487.9
65.1%
545.2
80.9%
691.6
11.8%
26.8%
990.3
1,889.9
43.2%
90.9%
2,577.8
3,500.4
36.4%
35.8%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
22.8
------
------
------
------
------
------
------
------
------
749.8
1,238.0
2,240.1
2,502.8
2,652.4
3,513.7
4,146.1
5,350.2
7,896.8
232.6%
Total Internet
913.1
237.6%
NEWSPAPERS
108,002.0
1.7%
MAGAZINES
15,795.0
49.0%
RADIO
32,970.0
65.1%
1,507.7
80.9%
2,728.0
65.1%
93,824.0
98,608.0
13,652.0
31,165.0
14.6%
97,588.0
31,200.0
9.7%
107,782.0
-1.0%
13,250.0
-1.3%
-5.5%
3,344.0
11.7%
5.1%
-12.5%
6.0%
3,048.0
80.9%
-13.1%
13,828.0
11.7%
10.4%
12,693.0
-2.9%
31,780.0
0.1%
-4.2%
30,233.0
1.9%
-4.9%
32.5%
18.0%
4,504.0
6,036.0
34.7%
34.0%
120,793.0
129,369.0
12.1%
7.1%
13,162.0
13,742.0
3.7%
4.4%
33,860.0
33,114.0
12.0%
-2.2%
29.0%
4,147.5
18.5%
68.5
200.0%
9,488.0
47.6%
7,928.0
20.1%
11,420.0
31.3%
13,704.0
44.0%
142,052.0
20.0%
145,000.0
9.8%
126,150.0
2.1%
15,465.0
-13.0%
14,597.0
12.5%
11,386.0
-5.6%
34,456.0
-22.0%
36,241.0
4.1%
36,408.0
5.2%
0.5%
5,755.7
7,082.8
38.8%
8,783.6
23.1%
164.4
24.0%
194.0
140.0%
231.1
18.0%
10,524.7
19.1%
12,128.0
10.9%
14,099.9
15.2%
16,444.8
16.3%
19,404.9
20.0%
23,114.6
18.0%
137,503.5
19.1%
147,128.7
9.0%
161,540.5
7.0%
12,069.2
9.8%
12,672.6
6.0%
13,782.7
5.0%
39,684.7
8.8%
42,065.8
9.0%
46,186.3
6.0%
9.8%
10,743.3
22.3%
268.6
16.2%
15,846.4
12.4%
26,858.3
16.2%
173,013.9
13,144.2
31,295.7
15,556.6
6.1%
49,466.7
53,128.5
42,500.1
16.6%
17.0%
16.5%
199,627.7
214,396.4
7.4%
7.8%
7.4%
16,554.8
17,611.8
6.4%
6.8%
6.4%
57,075.8
7.4%
13.6%
12.4%
36,475.5
6.4%
7.1%
22,950.1
14.5%
7.4%
17.0%
16.5%
20,426.3
16.5%
185,821.5
425.0
16.6%
12.6%
22.0%
21.9%
364.8
16.5%
17,838.6
19,125.1
19.3%
313.0
7.1%
14,622.3
15,684.5
22.3%
61,298.4
7.4%
7.8%
7.4%
OUT-OF-HOME
Cinema
1,320.0
1,293.0
9.0%
21,024.0
20,593.0
9.0%
Total OOH
22,344.0
21,886.0
TOTAL
314,010.1
21,005.0
22,168.0
308,184.7
22,685.0
331,297.0
23.3%
29,195.0
7.7%
344,895.0
7.5%
22.3%
369,477.0
4.1%
7.1%
1,290.0
1,264.0
5.7%
-2.0%
34,625.0
39,233.0
23.8%
13.3%
35,915.0
40,497.0
23.0%
12.8%
410,393.0
443,444.0
11.1%
8.1%
OOH
6%
Radio
7%
Newspapers
20%
1,129.0
5.0%
46,983.0
25.0%
43,693.0
19.8%
37,139.0
-7.0%
48,310.0
-15.0%
44,822.0
19.3%
496,696.0
1,411.0
-14.9%
38,550.0
-7.2%
-14.0%
505,030.0
12.0%
486,261.0
1.7%
-3.7%
1,622.7
1,935.3
15.0%
40,548.4
14.8%
44,575.3
9.2%
50,282.1
9.9%
42,171.0
12.8%
46,510.5
9.4%
539,918.5
2,222.2
19.3%
52,504.4
10.3%
12.9%
587,950.2
11.0%
655,434.2
8.9%
11.5%
RANK
Chile
Total (CLP) (mm)
Television
55%
CLP
8.9%
18
587,950.2
12.8%
54,646.2
2,834.7
59,559.5
8.7%
57,152.5
62,394.2
759,920.0
9.7%
9.0%
68,111.7
74,342.4
9.2%
819,573.7
9.8%
9.1%
883,910.2
7.8%

8.5%
7.8%
RANK
10.0%
Total (CLP) (bn)
115,849.7
19
1,150.6
39
USD Total (bn)
239.6
38
Population (mm)
17.40
35
13.8
33
Population Growth
1.2%
20
Household (mm)
5.21
36
9.5%
13
Household Growth
2.4%

9.5%
3.0%
29
52.0
Internet
3%
70,717.8
9.0%
7.8%
13.4%
13.1%
64,906.0
9.2%
7.5%
3,624.6
13.1%
9.0%
8.9%
704,661.5
3,205.7
13.1%
USD Total (mm)
Internet
17%
2,506.3
Television
41%
Newspapers
25%
1,327.0
OOH
8%
Magazines
2%
Magazines
9%
Source:
27,975.0
23,870.0

Radio
7%
3.0%
8.0%
1.3%
-1.9%
1,220.0
1.9%
2.0%
-2.0%
6.3%
1,185.0
-10.1%
-2.1%
9.0%
1,163.0
-2.0%
Television
99.0%
21
Internet
38.0%
51
Other Measures
Mobile
114.7%
37
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, ACHAP, IBOPE, TGI, Barmetro Cisco Study
45
CHINA
China (MM RMB)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
6.7 RMB : 1 USD

TELEVISION
15,518.0
16,120.3
35.6%
Pay TV
1,373.3
3.9%
1,817.1
83.7%
Total Television
16,891.3
32.3%
17,937.4
38.5%
6.2%
20,300.5
21,900.2
25.9%
2,802.4
11.6%
3,603.8
54.2%
23,103.0
24,451.5
7.9%
4,702.6
28.6%
30.5%
25,504.0
28.8%
29,154.2
10.4%
14.3%
25,534.4
4.4%
9,994.3
112.5%
35,528.7
21.9%
24,808.3
-2.8%
16,628.8
66.4%
41,437.1
16.6%
24,304.7
20,279.3
-2.0%
19,359.8
-16.6%
19,990.5
27,025.0
20.2%
-4.5%
31,762.2
35.2%
44,295.2
47,304.3
6.9%
17.5%
51,122.0
6.8%
8.1%
26,434.6
31,998.4
36.5%
38,218.8
21.0%
43,554.1
19.4%
52,946.0
37.1%
63,508.5
21.6%
69,988.7
19.9%
84,944.4
36.9%
101,727.3
21.4%
19.8%
45,466.8
19.0%
75,875.6
19.5%
121,342.4
19.3%
54,057.0
64,158.7
18.9%
90,597.1
128,575.7
19.2%
19.4%
19.1%
172,146.4
19.2%
18.9%
18.6%
107,987.7
19.4%
144,654.0
76,064.3
18.7%
204,640.0
19.0%
19.2%
18.9%
INTERNET
Paid Search
41.0
50.0
120.0
280.0
570.0
94.3%
21.9%
140.0%
133.3%
103.6%
1,040.0
82.5%
Online Video
0.0
0.0
0.0
0.0
0.0
0.2
------
------
------
------
------
------
625.7
451.7
471.7
844.4
1,154.8
1,976.9

74.3%
Total Internet
666.7
75.4%
NEWSPAPERS
14,646.7
-27.8%
501.7
-24.8%
15,769.9
37.6%
MAGAZINES
1,134.0
7.7%
1,185.9
80.9%
RADIO
1,519.5
4.6%
1,827.6
21.0%
20.3%
4.4%
591.7
79.0%
1,124.4
17.9%
18,847.6
53.4%
24,301.0
23,072.4
28.9%
-5.1%
2,438.0
28.3%
2,190.1
1,724.8
90.0%
19.5%
1,521.5
36.8%
2,037.0
60.2%
-16.4%
2,557.0
3,293.5
71.2%
3,017.1
74.9%
25,605.0
11.0%
2,486.7
22.1%
3,885.8
1,350.0
29.8%
5.0
2400.0%
2,757.3
39.5%
4,112.3
36.3%
28,879.3
12.8%
2,528.9
1.7%
4,799.6
2,900.0
5,030.0
114.8%
7,093.1
73.4%
18.0
260.9%
4,351.0
142.1
618.9
687.7%
335.5%
6,257.1
57.8%
41.0%
6,086.0
43.8%
7,269.0
11,429.3
76.8%
-2.7%
13,798.1
57.2%
32,219.3
36,266.6
11.6%
20.7%
39,532.4
12.6%
2,646.5
2,890.9
4.7%
9.0%
3,108.3
9.2%
6,282.0
7,974.5
19.8%
16.8%
28.8%
18.0%
23.5%
30.9%
26.9%
5.1
7.4
12.5
18.3
25.8
42.1
64.9
99.1
57.5%
44.7%
68.0%
46.0%
41.3%
63.1%
54.3%
52.8%
7.5%
8,559.0
7.3%
9,980.6
13,064.1
40.7%
16,486.8
30.9%
1,922.9
26.2%
3,916.6
210.7%
5,829.7
103.7%
6,373.7
48.8%
6,726.2
4.7%
7,547.3
5.5%
18,277.2
12.2%
23,706.8
32.5%
29,863.7
29.7%
38,805.8
26.0%
42,457.5
-1.8%
45,426.0
9.4%
3,696.3
7.0%
4,299.4
18.9%
4,924.2
16.3%
10,159.3
14.5%
11,794.0
18.7%
13,480.7
16.1%
14.3%
20,629.6
25.1%
7,561.1
29.7%
9,109.6
20.7%
37,300.3
24.9%
48,010.6
25,697.0
9,633.3
11,048.5
50,196.9
14.1%
15,346.9
13.8%
15,989.7
20.6%
70,681.3
23.7%
52,359.2
3.0%
4.3%
1.2%
7,290.7
8,288.6
13.8%
14.0%
13.7%
19,826.6
13.8%
24.4%
23.2%
51,722.5
14.0%
18.9%
20.0%
57,371.6
6,405.4
31.5%
26.1%
13,323.0
4.6%
17,459.8
15,388.0
26.7%
24.3%
24.6%
23.4%
12,203.5
21.3%
46,378.8
39,303.5
23.9%
27.4%
5.7%
5,617.8
31,845.1
24.6%
22,485.5
13.6%
13.8%
13.4%
OUT-OF-HOME
Cinema
3.3
103.0%
3,262.8
3,424.2
1.4%
Total OOH
3,266.1
4.9%
3,429.4
1.5%
TOTAL
38,124.2
5.0%
40,651.9
34.6%
6.6%
3,713.4
4,154.9
8.4%
3,720.9
4,563.3
12.0%
9.5%
60,091.8
22.9%

Radio
7%
9.4%
4,167.4
8.5%
49,974.7
4,545.0
11.9%
63,845.1
20.2%
6.2%
5,130.7
12.9%
5,156.5
13.0%
75,679.8
18.5%
5,965.3
16.3%
6,007.4
16.5%
87,764.6
16.0%
OOH
6%
Radio
7%
Television
41%
9,011.0
20.0%
9.2%
9,897.7
25.0%
114,876.6
13.9%
9.8%
126,017.6
15.0%
9.7%
622.2
107.3%
11,680.0
57.0%
13,846.5
20.0%
16,164.5
18.5%
12,028.8
16.7%
14,468.7
21.5%
152,956.2
977.1
78.4%
17,141.6
20.3%
18.5%
181,670.7
21.4%
212,563.5
18.8%
17.0%
RANK
18.8%
Total (CNY) (mm) CNY
181,670.7
USD Total (mm)
27,115.0
Population (mm)
1348.12
Population Growth
Household (mm)
34.6%
18,920.0
17.0%
20,235.3
18.0%
247,853.3
16.6%
1,695.6
22,186.1
23,881.7
30,593.7
17.3%
17.2%
17.5%
28,145.9
33,146.0
17.9%
18.0%
17.8%
336,503.7
16.6%
32.6%
20.9%
26,035.0
18.0%
288,976.6
2,552.2
24.5%
17.3%
391,600.5
16.4%
16.6%
16.4%

RANK
13.2%
44,071.2
USD Total (bn)
7,051.4
5.2
56
11.2%
12.7%
2.7%
37
41.5
19
0.5%
37
405.78
0.5%
45

Internet
13%
2,110.9
28.9%
Total (CNY) (bn)
Internet
17%
1,315.3
Household Growth
Newspapers
20%
Source:
7,208.8
99,920.8
9,729.4
24.7%
348.8
China
Television
47%
Newspapers
23%
8,911.9
19.8%
69.8%
OOH
8%
Magazines
2%
Magazines
9%
7,143.9
168.3
Television
96.7%
48
Internet
41.0%
49
Other Measures
Mobile
73.3%
63
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, China Advertising Yearbook
46
COLOMBIA
Colombia (MM COP)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1859 COP : 1 USD

TELEVISION
386,257.3
438,319.2
15.0%
Pay TV
12,873.5
14,608.7
15.9%
Total Television
399,130.8
467,669.2
13.5%
6.7%
15,586.9
13.5%
452,927.8
15.0%
6.7%
483,256.0
13.5%
6.7%
533,791.2
598,752.8
14.1%
12.2%
17,790.6
20,197.4
14.1%
13.5%
551,581.8
618,950.2
14.1%
12.2%
685,382.3
783,443.0
14.5%
14.3%
24,769.0
27,193.1
22.6%
9.8%
710,151.3
810,636.1
14.7%
14.1%
888,821.2
886,334.0
13.5%
891,162.0
-0.3%
34,370.1
0.5%
30,523.2
26.4%
34,467.8
-11.2%
923,191.2
12.9%
916,857.2
13.9%
925,629.8
-0.7%
1.0%
907,676.9
959,322.8
1.9%
1,047,999.3
5.7%
37,614.2
9.2%
41,561.4
9.1%
47,084.8
10.5%
945,291.1
13.3%
1,000,884.2
2.1%
1,095,084.0
5.9%
9.4%
1,139,860.0
1,239,865.5
8.8%
1,347,748.4
8.8%
53,144.4
59,988.5
12.9%
1,299,853.9
8.9%
73,307.5
10.8%
12.0%
10.3%
1,414,186.9
9.0%
8.8%
8.3%
66,438.5
12.9%
1,193,004.4
1,459,550.7
8.7%
1,532,858.1
8.8%
8.9%
8.4%
INTERNET
Paid Search
0.0
0.0
392.0
------
------
------
1,379.9
3,248.1
252.1%
135.4%
5,680.8
14,474.8
74.9%
154.8%
33,494.3
49,046.1
131.4%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
164.7
------
------
------
------
------
------
------
------
------
2,134.8
3,481.7
6,624.6
13,824.0
25,754.0
37,835.3
0.0
0.0
955.8
------
------
------
Total Internet
0.0
0.0
1,347.8
------
------
------
179,001.9
213,211.5
216,107.7
NEWSPAPERS
7.9%
MAGAZINES
53,527.7
19.1%
50,456.1
15.5%
RADIO
188,868.2
1.4%
53,648.0
-5.7%
175,153.2
9.8%
6.3%
192,641.8
-7.3%
123.3%
63.1%
3,514.7
6,729.8
160.8%
91.5%
238,777.0
244,821.0
10.5%
2.5%
61,775.0
70,553.3
15.1%
14.2%
209,553.6
10.0%
222,095.6
8.8%
6.0%
90.3%
108.7%
12,305.4
28,298.8
82.8%
130.0%
270,990.0
323,118.0
10.7%
19.2%
83,439.6
105,911.5
18.3%
26.9%
257,507.8
294,505.2
15.9%
14.4%
57,097.8
46.4%
86.3%
16.4%
504.2
206.0%
48,957.2
46.9%
59,248.3
29.4%
87,046.1
109.4%
106,559.2
46.9%
415,000.0
22.4%
376,645.0
28.4%
387,264.6
-9.2%
118,890.0
2.8%
108,195.8
12.3%
109,484.6
-9.0%
345,591.8
1.2%
352,518.3
17.3%
357,921.8
2.0%
1.5%
74,770.8
97,423.1
31.0%
107,487.3
30.3%
1,298.7
10.3%
1,673.7
157.6%
1,968.1
28.9%
61,167.0
17.6%
77,768.6
24.9%
98,518.0
27.1%
137,236.5
26.7%
176,865.3
28.8%
207,973.4
28.9%
403,864.5
17.6%
436,917.0
4.3%
480,683.8
8.2%
112,330.6
10.0%
119,514.9
2.6%
129,265.0
6.4%
369,955.9
8.2%
396,635.2
3.4%
432,387.3
7.2%
9.0%
118,098.9
129,698.6
9.9%
142,297.0
9.8%
2,295.6
2,669.1
16.6%
176,564.1
7.4%
509,399.6
8.5%
8.1%
9.7%
552,063.9
8.5%
9.7%
9.7%
160,931.9
7.6%
469,303.1
692,675.2
9.4%
149,790.2
7.7%
16.3%
15.4%
631,349.0
9.6%
139,164.3
376,905.5
15.8%
577,005.5
9.6%
22.9%
20.4%
326,495.1
16.3%
526,595.8
218,117.1
21.0%
282,056.5
16.6%
16.3%
15.4%
181,108.5
22.5%
242,586.6
3,566.7
15.8%
149,688.8
24.0%
9.8%
9.1%
3,089.7
16.3%
122,192.1
155,221.7
9.7%
598,210.3
8.4%
8.6%
8.4%
OUT-OF-HOME
Cinema
738.6
1,004.6
46.8%
27,160.6
35,558.5
41.1%
Total OOH
27,899.2
TOTAL
848,427.7
28.7%
44,100.2
30.9%
36,563.0
41.3%
1,292.5
36.0%
24.0%
45,392.8
31.1%
928,311.6
13.0%
24.1%
992,394.1
9.4%
6.9%
1,721.2
69,514.7
28.5%
22.7%
58,394.4
71,699.8
28.6%
1,123,596.5
22.8%
1,234,849.6
13.2%
9.9%
2,723.5
4,654.8
24.6%
70.9%
96,941.3
124,844.8
39.5%
28.8%
99,664.7
129,499.6
39.0%
1,434,058.8
29.9%
1,691,969.2
16.1%
18.0%
OOH
6%
Television
41%
7,857.8
62.0%
152,386.7
7.4%
154,037.3
22.1%
161,940.7
1.1%
159,927.7
5.1%
161,895.1
23.5%
2,021,849.0
8,440.1
4.2%
170,380.8
1.2%
2,003,157.6
19.5%
5.2%
2,057,240.8
-0.9%
2.7%
9,220.9
10,440.6
9.3%
173,238.8
15.0%
192,145.6
7.0%
216,613.3
10.9%
182,459.7
12.7%
202,586.2
7.1%
2,151,138.4
12,011.1
13.2%
228,624.4
11.0%
2,333,402.8
4.6%
12.9%
2,574,018.0
8.5%
10.3%
RANK
Colombia
Radio
17%
Television
43%
Magazines
5%
Newspapers
20%
7,541.0
OOH
9%
Magazines
9%
Newspapers
19%
13,747.6
15,725.1
14.5%
243,040.9
3,106,446.2
12.3%
12.0%
3,408,191.7
3,739,247.3
9.7%
9.9%
9.7%
8.5%
Total (COP) (mm) COP
2,333,402.8
20
RANK
6.8%
31
Total (COP) (bn)
563,044.8
318.4
32
6.9
52
5.8%
30
6.3%
22
2.6%
39
58.5
USD Total (mm)
1,255.0
36
USD Total (bn)
Population (mm)
46.05
21
Population Growth
1.2%
22
Household (mm)
8.96
24
Household Growth
1.2%
20

Internet
7%
362,034.1
12.1%
9.9%
12.2%
11.9%
323,164.9
12.3%
9.8%
341,566.0
12.0%
288,340.5
12.3%
14.4%
14.0%
305,217.5
12.2%
256,788.5
20,468.2
14.1%
272,615.4
12.2%
2,827,442.7
17,947.5
14.4%
Internet
17%
Source:
27.0%
56,673.2

Radio
7%
2,185.0
33.2%
Television
97.4%
43
Internet
47.5%
44
Other Measures
Mobile
103.4%
47
Gini Coefficient
47
COSTA RICA
Costa Rica (MM CRC)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
534 CRC : 1 USD

TELEVISION
29,332.5
30,006.3
-5.9%
33,565.1
2.3%
34,553.5
11.9%
2.9%
34,402.7
-0.4%
42,179.1
48,912.1
22.6%
16.0%
54,914.8
65,775.9
12.3%
66,766.0
19.8%
1.5%
72,123.9
77,516.8
8.0%
85,361.2
7.5%
10.1%
94,034.1
10.2%
104,094.3
115,858.6
10.7%
128,952.3
11.3%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
29,332.5
30,006.3
33,565.1
34,553.5
34,402.7
42,179.1
48,912.1
54,914.8
65,775.9
66,766.0
72,123.9
77,516.8
85,361.2
94,034.1
104,094.3
115,858.6
128,952.3
Total Television
-5.9%
2.3%
11.9%
2.9%
-0.4%
22.6%
16.0%
12.3%
19.8%
1.5%
8.0%
7.5%
10.1%
10.2%
10.7%
10.7%
11.3%
11.3%
-----10.7%
11.3%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1,007.7
------
------
------
------
------
------
------
------
------
1,503.8
49.2%
3,110.5
5,001.3
106.8%
5,727.4
60.8%
14.5%
6,556.5
14.5%
7,527.2
8,692.4
14.8%
10,007.3
15.5%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
2,682.0
3,312.7
4,022.1
4,873.9
5,855.1
7,024.9
8,409.9
10,037.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
2,351.3
------
------
------
------
------
------
------
------
------
Total Internet
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
3,358.9
------
------
------
------
------
------
------
------
------
20,461.7
20,193.0
21,768.6
23,798.2
24,988.1
28,538.6
35,293.4
42,638.2
45,829.2
NEWSPAPERS
-9.1%
MAGAZINES
3,532.4
-1.3%
3,922.0
3.0%
RADIO
8,732.6
7.8%
4,729.3
11.0%
8,959.5
-5.6%
9.3%
5,671.7
20.6%
10,051.2
2.6%
19.9%
11,447.9
12.2%
13.9%
5.0%
6,337.5
11.7%
12,388.5
8.2%
14.2%
23.7%
7,703.4
10,552.4
21.6%
37.0%
15,540.8
18,675.6
25.4%
20.2%
20.8%
14.1%
4,185.7
24.6%
45,002.4
7.5%
14,583.2
22,752.4
38.2%
-1.8%
22,421.7
56.0%
19,194.5
21,052.5
2.8%
-1.5%
20,225.7
9.7%
-3.9%
23.5%
21.4%
6,423.3
21.2%
9,023.5
53.5%
10,601.3
40.5%
49,366.2
17.5%
53,896.4
9.7%
59,224.0
9.2%
24,300.0
9.9%
26,205.2
8.4%
28,436.7
7.8%
22,066.4
8.5%
23,959.0
9.1%
26,181.0
8.6%
9.3%
20.1%
12,411.6
17.1%
65,101.9
9.9%
30,862.4
20.0%
14,552.0
71,912.2
33,650.3
31,431.9
9.3%
17.3%
17.2%
79,867.1
88,701.3
11.1%
10.5%
11.1%
36,880.6
40,410.4
9.6%
9.0%
9.6%
34,708.3
9.8%
20.1%
20,044.4
17.5%
9.0%
------
19.3%
17,102.3
10.5%
8.5%
28,617.8
19.7%
17.2%
14.9%
15.1%
38,323.4
10.4%
9.8%
10.4%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
1,589.1
1,748.2
2,091.6
2,421.0
2,744.2
3,226.2
3,814.1
4,035.7
6,591.7
6,757.1
7,614.7
8,535.6
9,624.9
10,851.5
12,288.1
13,984.0
15,906.8

1.9%
Total OOH
1,589.1
10.0%
1,748.2
1.9%
TOTAL
63,648.2
19.6%
2,091.6
10.0%
64,829.0
-6.3%
15.7%
2,421.0
19.6%
72,205.7
1.9%
15.7%
77,892.4
11.4%
7.9%

Radio
7%
2,744.2
13.3%
80,861.0
3.8%
17.6%
18.2%
3,226.2
3,814.1
17.6%
18.2%
97,188.2
117,247.6
20.2%
20.6%
OOH
6%
Radio
12%
Magazines
9%
13.3%
Television
41%
63.3%
4,035.7
6,591.7
5.8%
135,366.3
2.5%
6,757.1
63.3%
165,360.7
15.5%
2.5%
165,358.7
22.2%
0.0%
12.7%
12.1%
7,614.7
181,894.5
12.8%
8,535.6
12.7%
9,624.9
12.1%
12.8%
199,136.5
10.0%
219,429.1
9.5%
10.2%
RANK
Costa Rica
OOH
4%
Television
39%
Magazines
13%
12.7%
10,851.5
12.7%
241,879.2
10.2%
13.2%
12,288.1
267,928.7
Newspapers
27%
Internet
5%
13,984.0
15,906.8
13.8%
13.3%
13.7%
298,400.8
10.8%
13.3%
13.7%
332,338.6
11.4%
10.8%
11.4%
RANK
9.5%
Total (CRC) (mm) CRC
199,136.5
16
9.4%
Total (CRC) (bn)
20,127.6
20
USD Total (mm)
372.4
52
USD Total (bn)
38.5
60
Population (mm)
4.83
57
8.0
49
Population Growth
1.5%
12
Household (mm)
1.23
60
5.7%
31
Household Growth
2.0%

0.1%
67
4.2%
21
47.2
10
Internet
17%
13.8%
13.2%
Newspapers
20%
Source:
5.8%
------
Television
99.0%
21
Internet
36.5%
52
Other Measures
Mobile
44.3%
66
Gini Coefficient
48
CROATIA
Croatia (MM HRK)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
554.6
610.0
640.0
661.0
700.0
810.0
860.0
900.0
950.0
760.0
721.3
700.0
739.8
778.4
817.2
857.9
896.4
5.1%
5.46 HRK : 1 USD

TELEVISION
6.1%
10.0%
4.9%
3.3%
5.9%
15.7%
6.2%
4.7%
5.6%
-20.0%
-5.1%
-3.0%
5.7%
5.2%
5.0%
5.0%
4.5%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
554.6
610.0
640.0
661.0
700.0
810.0
860.0
900.0
950.0
760.0
721.3
700.0
739.8
778.4
817.2
857.9
896.4
Total Television
6.1%
10.0%
4.9%
3.3%
5.9%
15.7%
6.2%
4.7%
-5.1%
-3.0%
5.7%
5.2%
5.0%
5.0%
-----5.1%
5.6%
-20.0%
4.5%
8.0
12.8
19.5
28.4
38.8
49.5
61.4
74.7
90.4
59.9%
52.3%
46.0%
36.3%
27.7%
24.0%
21.6%
21.0%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
1.0
------
------
------
------
------
------
------
4.0
300.0%
100.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.2
------
------
------
------
------
------
------
------
------
------
9.0
15.0
20.0
25.0
30.0
66.7%
33.3%
25.0%
20.0%
15.0
21.0
29.0
66.7%
40.0%
38.1%
0.0
0.0
1.2
------
------
------
Total Internet
0.0
0.0
1.2
------
------
------
154.4
174.0
185.9
NEWSPAPERS
8.4%
MAGAZINES
110.5
12.7%
RADIO
85.9
214.6
262.8
15.4%
155.4
110.0
13.3%
9.0
114.3%
6.8%
97.3
9.5%
4.2
134.6
14.0%
114.3%
257.4%
6.8%
126.0
9.0%
4.2
257.4%
187.2
15.4%
124.0
13.1%
285.5
22.4%
20.5%
138.0
12.7%
11.3%
352.7
8.7%
23.5%
214.5
252.3
14.5%
17.6%
160.8
163.8
16.5%
1.9%
401.6
9.1
13.4
18.8
25.6
336.9%
160.6%
122.6%
71.4%
47.0%
40.2%
36.7%
35.0
40.6
43.7
52.5
62.7
73.8
85.2
97.6
16.7%
16.0%
20.0%
19.5%
17.8%
15.4%
14.6%
38.0
48.0
61.0
74.5
96.5
31.0%
26.3%
27.1%
22.2%
29.5%
435.0
13.9%
375.0
8.3%
293.4
-13.8%
315.0
16.3%
210.0
7.3%
189.0
-33.3%
210.0
15.4%
200.0
11.1%
-4.8%
0.9
2.4
5.3
26.0%
7.6%
330.0
315.0
-12.0%
324.3
-4.5%
180.0
2.9%
165.0
-14.3%
165.0
-8.3%
190.0
0.0%
189.0
-5.0%
197.3
-0.5%
4.4%
121.3
25.7%
335.7
148.6
22.5%
349.3
3.5%
167.4
4.0%
171.4
1.4%
212.1
2.4%
224.1
7.5%
5.7%
178.6
60.8%
17.4%
213.6
20.2%
363.3
23.4%
19.6%
377.8
4.0%
175.3
3.7%
4.0%
180.1
2.3%
236.9
1.8%
2.7%
249.4
5.7%
5.7%
5.3%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
14.7
------
------
------
------
------
------
------
------
------
------
89.1
102.0
117.6
146.2
163.5
171.5
185.4
189.0
195.0
156.3
10.7%
Total OOH
89.1
10.7%
TOTAL
994.4
14.5%
15.3%
102.0
117.6
14.5%
1,109.3
7.4%
24.3%
146.2
15.3%
1,189.3
11.5%
163.5
24.3%
1,305.4
7.2%
4.9%
1,460.5
11.9%
185.4
4.9%
8.1%
1,657.3
1,835.2
13.5%
10.7%
OOH
6%
1.9%
3.2%
189.0
195.0
1.9%
2,002.0
-19.9%
171.0
3.2%
2,143.0
9.1%
-12.3%
1,764.0
7.0%
-17.7%
11.6
132.5
0.1%
123.4
-15.2%
123.5
-6.9%
145.0
0.1%
135.0
-15.2%
1,627.3
11.6
-6.9%
135.2
-6.9%
0.1%
1,578.5
-7.8%
1,658.1
-3.0%
5.0%
RANK
Croatia
OOH
9%
Radio
12%
Magazines
9%
Television
41%
Television
44%
Magazines
10%
11.8
12.2
1.8%
125.8
3.0%
129.6
1.8%
137.6
3.0%
141.8
1.8%
1,752.6
3.0%
1,852.4
5.7%
5.7%
Newspapers
20%
Internet
5%
13.1
2.9%
133.4
2.4%
4.3%
139.1
2.9%
145.9
2.4%
4.3%
152.2
2.9%
1,957.9
2.4%
4.3%
2,069.4
5.7%
5.6%
5.7%
RANK
-3.0%
Total (HRK) (mm) HRK
1,578.5
61
4.4%
Total (HRK) (bn)
349.2
50
USD Total (mm)
288.8
57
USD Total (bn)
63.3
55
Population (mm)
4.43
59
14.3
32
Population Growth
0.0%
58
Household (mm)
1.48
56
5.1%
36
Household Growth
0.0%
58

2.6%
52
2.8%
36
29.0
56
Internet
17%
12.6
Newspapers
20%
Source:
8.1%
171.5
11.8%
9.8%

Radio
7%
11.8%
12.5
-15.2%
Television
97.8%
37
Internet
58.2%
41
Other Measures
Mobile
143.3%
16
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Emerging Europe Monitor, Croatian National Bank, TGI Croatia; AGB Nielsen Media Research
49
CZECH REPUBLIC
Czech Republic (MM CZK)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
25.0 CZK : 1 USD

TELEVISION
6,464.6
6,676.5
33.7%
6,914.2
3.3%
7,583.0
3.6%
8,163.6
9.7%
9,600.5
7.7%
10,478.5
17.6%
9.1%
10,459.8
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
521.6
------
------
------
------
------
------
------
------
6,464.6
6,676.5
6,914.2
7,583.0
8,163.6
9,600.5
10,478.5
10,981.5
Total Television
33.7%
3.3%
3.6%
9.7%
7.7%
17.6%
9.1%
10,965.9
-0.2%
8,486.8
4.8%
-22.6%
986.0
969.2
89.0%
11,951.9
4.8%
-1.7%
9,456.0
8.8%
-20.9%
7,934.8
8,248.6
-6.5%
8,563.9
4.0%
980.7
3.8%
1,050.8
1.2%
1,123.8
7.2%
8,915.5
6.9%
9,299.4
-5.7%
9,687.7
4.3%
4.2%
8,893.2
9,270.1
3.8%
1,201.2
10,558.2
1,470.8
6.8%
11,098.9
4.6%
4.3%
4.9%
1,376.3
7.2%
4.2%
10,202.5
4.9%
1,288.1
6.9%
10,094.5
9,722.6
4.2%
7.0%
6.9%
11,673.4
5.1%
4.7%
5.2%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
15.3
------
------
------
------
------
------
------
92.3
176.3
503.3%
380.0
91.0%
428.7
115.5%
12.8%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
3.8
13.4
37.7
67.8
------
------
------
------
------
------
------
------
253.5%
180.7%
79.9%
60.5
76.1
81.7
75.7
77.1
112.2
520.0
1,803.0
24.7%
25.7%
Total Internet
60.5
76.1
24.7%
25.7%
NEWSPAPERS
2,111.9
2,210.9
15.4%
MAGAZINES
2,313.3
RADIO
1,013.6
81.7
7.4%
2,595.1
4.7%
2,466.2
13.6%
7.4%
987.4
75.7
-7.4%
2,735.4
17.4%
2,589.2
6.6%
26.6%
-7.4%
5.4%
2,768.9
5.0%
1,157.9
-2.6%
6.9%
1,509.8
17.3%
30.4%
1.9%
45.6%
77.1
363.6%
112.2
1.9%
535.3
45.6%
3,127.4
377.3%
3,266.4
14.3%
3,775.3
4.4%
3,086.8
15.6%
3,472.0
11.5%
3,891.7
12.5%
1,485.6
12.1%
1,896.2
-1.6%
2,250.1
27.6%
18.7%
46.2
59.8
2,495.6
246.7%
1,899.1
2,685.3
254.8%
4,632.5
5,178.6
3,140.7
17.0%
4,005.8
11.8%
5,230.6
30.0%
2,304.2
9.1%
41.4%
22.7%
5,059.7
2,723.0
38.4%
-22.6%
4,156.9
3.4%
2,396.1
2.4%
-20.5%
2,100.4
4.0%
-12.3%
513.9
632.7
19.9%
23.1%
102.9
144.1
51.8%
2,893.5
40.0%
3,126.1
6.3%
3,341.4
8.0%
3,390.0
6.9%
3,743.0
7.9%
4,118.3
10.4%
3,647.5
10.0%
3,659.1
-8.9%
3,714.5
0.3%
3,836.2
1.5%
3,854.4
-7.7%
3,917.9
0.5%
1,972.8
1.6%
2,018.9
-6.1%
2,103.2
2.3%
4.2%
763.6
20.7%
191.1
32.6%
3,594.7
905.2
3,783.2
3,996.1
2,199.8
4,020.4
1.7%
4,073.1
4,224.3
1.9%
2,300.8
1.8%
1.8%
2,406.5
4.6%
1.9%
2.7%
4,148.8
1.9%
8.9%
6.9%
3,916.0
1.8%
4.6%
5,739.2
8.0%
3,850.5
6.3%
5.5%
5,366.9
9.3%
2.0%
4,235.6
5.0%
4,971.4
27.7%
18.6%
4,013.5
6.3%
1.9%
350.1
21.2%
3,822.6
17.6%
9.0%
295.2
27.5%
10.5%
1,153.6
16.9%
243.6
7.6%
4,549.4
1,058.2
18.5%
2,517.1
4.6%
4.5%
4.6%
OUT-OF-HOME
Cinema
9.1
22.7
19.2
26.4
50.1
81.1%
151.1%
-15.7%
37.8%
89.8%
357.0
557.8
24.1%
Total OOH
366.1
TOTAL
12,330.1
4.0%
580.5
25.0%
580.3
56.2%
599.4
58.6%
12,997.6
25.3%
3.3%
13,937.5
5.4%
7.2%
779.2
34.3%
805.6
34.4%
15,478.2

Radio
7%
582.9
-25.4%
633.6
0.3%
631.1
8.7%
629.1
-21.7%
693.4
-0.3%
10.2%
18,976.3
7.1%
21,624.4
14.5%
14.0%
Radio
9%
Television
41%
57.6
-3.7%
710.5
878.3
58.9%
-22.2%
1,170.8
10.8%
25,645.1
22.5
-45.8%
1,129.2
12.1%
768.1
41.6
-27.8%
900.8
52.4%
28,613.4
18.6%
-23.1%
23,760.6
11.6%
-17.0%
21.1
21.0
-6.4%
789.5
1.1%
771.4
-10.1%
779.9
-2.3%
810.6
1.1%
792.4
-10.0%
22,572.6
21.2
-0.4%
801.2
-2.2%
1.1%
23,367.1
-5.0%
24,342.7
3.5%
4.2%
RANK
Czech Republic
OOH
3%
Television
40%
Magazines
16%
22.2
23.2
4.6%
815.8
25,460.9
26,630.5
Internet
17%
Internet
16%
27,853.7
3.9%
4.6%
29,133.2
4.6%
4.5%
4.6%
RANK
3.5%
Total (CZK) (mm) CZK
23,367.1
41
3.2%
Total (CZK) (bn)
3,905.2
61
USD Total (mm)
932.8
43
USD Total (bn)
159.4
45
Population (mm)
10.43
42
15.3
30
Population Growth
0.0%
57
Household (mm)
4.15
39
1.2%
63
Household Growth
0.6%
41

5.0%
32
2.0%
48
25.8
60
Newspapers
16%
958.8
4.6%
4.6%
3.9%
4.6%
916.7
4.6%
4.6%
933.4
4.6%
876.4
3.9%
4.6%
892.4
4.6%
4.6%
25.4
4.6%
853.2
4.6%
838.0
24.3
4.6%
Newspapers
20%
Source:
29.5%
OOH
6%
Magazines
9%
581.0
16,571.5
11.1%
-7.8%
Television
98.0%
35
Internet
68.0%
29
Other Measures
Mobile
145.5%
14
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Czech Statistical Bureau, Czech National Bank
50
DENMARK
Denmark (MM DKK)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
5.60 DKK : 1 USD

TELEVISION
1,620.8
1,607.7
1.3%
1,622.2
-0.8%
0.9%
1,811.4
1,988.1
11.7%
9.8%
2,128.8
2,298.6
7.1%
8.0%
2,377.0
Pay TV
0.0
0.0
0.0
0.0
4.0
10.7
17.4
24.0
------
------
------
------
------
168.5%
62.4%
38.2%
1,620.8
1,607.7
1,622.2
1,811.4
1,992.1
Total Television
1.3%
-0.8%
0.9%
11.7%
10.0%
2,139.5
2,316.0
7.4%
8.2%
2,318.6
3.4%
2,401.0
1,886.9
-2.5%
-18.6%
23.4
-2.5%
2,342.0
3.7%
2,143.3
8.9%
2,218.5
4.3%
3.5%
2,301.8
2,355.3
3.8%
2.3%
2,432.9
2,512.9
3.3%
3.2%
3.3%
19.1
26.0
32.6
39.5
47.0
54.2
62.4
71.1
-18.6%
36.5%
25.5%
21.1%
18.9%
15.4%
15.1%
13.9%
1,906.0
-2.5%
2,055.0
-18.6%
2,081.1
2,176.0
9.2%
2,258.0
4.6%
3.8%
2,348.7
2,409.5
4.0%
2.6%
2,495.2
16.8%
2,584.0
3.6%
3.5%
3.6%
INTERNET
Paid Search
1.0
1.9
------
77.5%
4.5
142.1%
16.0
51.4
256.6%
221.3%
129.5
310.4
151.9%
139.6%
513.0
734.7
941.9
1,098.4
65.3%
43.2%
28.2%
16.6%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
2.7
21.6
37.6
64.7
86.9
------
------
------
------
------
------
------
700.5%
74.3%
71.8%
34.4%
385.3
426.0
365.7
468.4
618.5
888.3
1,036.0
101.1%
Total Internet
386.4
101.6%
NEWSPAPERS
1,829.4
-2.7%
MAGAZINES
347.7
10.6%
427.9
RADIO
54.2
50.5%
370.2
10.7%
1,598.0
-13.5%
1,399.7
-12.7%
-12.4%
345.6
-1.6%
-14.2%
341.8
-0.6%
-1.1%
58.2
62.7
7.5%
7.8%
28.1%
32.0%
484.4
669.9
30.9%
1,226.7
38.3%
1,280.9
-12.4%
4.4%
341.5
362.0
-0.1%
6.0%
76.4
80.3
21.7%
5.1%
43.6%
16.6%
1,017.8
1,349.1
51.9%
32.6%
1,377.0
1,413.7
7.5%
2.7%
358.4
382.6
-1.0%
6.8%
108.0
97.8
34.5%
-9.5%
1,625.2
1,736.8
56.9%
2,159.8
2,509.2
60.1%
1,419.7
1,580.4
6.9%
-9.0%
2,587.0
16.2%
3.1%
1,271.0
0.4%
898.0
-10.5%
378.8
-29.3%
345.9
-1.0%
233.0
-8.7%
108.5
-32.6%
92.6
65.0
11.0%
-14.6%
-29.8%
38.6
40.7
1,201.5
1,294.3
9.4%
7.7%
107.8
130.2
24.0%
1,712.2
20.8%
1,770.8
8.3%
1,830.9
3.4%
2,897.5
3.4%
3,080.0
12.0%
3,255.4
6.3%
863.8
5.7%
830.9
-3.8%
809.9
-3.8%
234.2
-2.5%
228.1
0.5%
226.2
-2.6%
60.8
-0.8%
59.9
-6.4%
58.6
-1.6%
-2.1%
1,388.2
1,484.0
7.3%
154.2
18.4%
1,884.6
6.9%
179.8
16.6%
1,933.0
2.9%
3,427.0
2.6%
3,596.8
5.3%
784.8
5.0%
773.5
-3.1%
219.9
-1.4%
219.7
-2.8%
58.6
-0.1%
59.0
-0.1%
0.8%
1,565.7
1,651.6
5.5%
206.2
6.6%
5.5%
234.5
14.7%
1,977.6
16.8%
13.7%
2,022.2
2.3%
3,749.5
2.7%
2.3%
3,908.3
4.2%
759.5
4.9%
4.2%
743.8
-1.8%
219.0
-2.2%
-2.1%
218.0
-0.3%
59.4
-0.9%
-0.5%
59.7
0.6%
-0.1%
0.5%
OUT-OF-HOME
Cinema
34.6
42.8
64.1
49.1
43.5
-19.0%
23.7%
49.9%
-23.4%
-11.4%
209.4
210.2
23.0%
Total OOH
244.0
TOTAL
4,482.4
2.0%
252.9
14.6%
214.3
0.4%
278.4
3.7%
4,290.3
4.9%
10.1%
4,075.1
-4.3%

Radio
7%
-5.0%
228.3
255.3
6.5%
11.8%
277.4
298.8
-0.4%
4,217.8
7.7%
4,684.0
3.5%
11.1%
45.8
37.3
5.3%
-18.7%
257.3
261.5
0.8%
1.6%
303.2
298.8
1.5%
-1.5%
5,304.0
5,857.9
13.2%
10.4%
Newspapers
12%
Magazines
9%
Television
32%
Television
41%
292.8
299.8
12.0%
6,799.3
302.4
2.7%
6,901.3
16.1%
10.2%
-11.0%
340.5
10.9%
39.3
266.7
2.4%
331.4
35.7
-12.4%
-11.2%
5,991.4
1.5%
-13.2%
40.8
293.9
3.5%
312.4
10.2%
331.3
6.3%
333.2
6.0%
353.2
10.2%
6,470.7
42.2
3.8%
373.5
6.0%
5.7%
6,728.1
8.0%
6,981.7
4.0%
3.8%
RANK
43.6
45.8
3.2%
350.7
5.2%
368.9
5.8%
394.2
5.2%
414.8
5.5%
7,233.2
5.2%
7,473.3
3.6%
3.3%
Internet
46%
48.8
3.2%
380.6
3.6%
3.2%
392.7
3.2%
427.9
4.7%
3.2%
441.5
3.2%
7,710.5
4.6%
3.2%
7,955.3
3.2%
3.4%
3.2%
RANK
4.0%
Total (DKK) (mm) DKK
6,728.1
USD Total (mm)
1,200.4
Population (mm)
5.54
Population Growth
39
4.3%
51
Total (DKK) (bn)
1,813.8
42
USD Total (bn)
322.5
31
52
58.2
0.3%
47
Household (mm)
2.59
48
3.3%
50
Household Growth
0.6%
39

2.3%
55
2.0%
50
24.7
65
Internet
17%
47.3
Newspapers
20%
Source:
5.4%
Denmark
Radio OOH
Magazines 1% 5%
4%
OOH
6%
3.7%
Television
99.1%
18
Internet
89.9%
Other Measures
Mobile
166.1%
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Statistics Denmark and DRRB (The Danish advertising association)
51
ECUADOR
Ecuador (MM USD)
2000A
2001A
2002A
37.3
61.2
103.0
13.4%
64.2%
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
81.8
104.0
119.9
152.6
159.4
181.5
179.4
183.8
196.2
208.1
222.2
236.2
252.9
270.8
6.7%
1 USD : 1 USD
TELEVISION
68.4%
-20.6%
27.1%
15.3%
27.3%
4.4%
13.9%
-1.2%
2.4%
6.8%
6.1%
6.8%
6.3%
7.1%
7.1%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
Total Television
37.3
61.2
103.0
81.8
104.0
119.9
152.6
159.4
181.5
179.4
183.8
196.2
208.1
222.2
236.2
252.9
270.8
13.4%
64.2%
68.4%
-20.6%
27.1%
15.3%
27.3%
4.4%
13.9%
-1.2%
2.4%
6.8%
6.1%
6.8%
6.3%
7.1%
-----6.7%
7.1%
INTERNET
Paid Search
0.0
0.0
------
------
0.0
100.0%
0.0
0.0
0.0
0.0
0.0
0.0
50.0%
33.3%
25.0%
20.0%
6.7%
6.3%
1.1
2.2
11255.5%
104.4%
2.5
2.9
3.3
3.7
4.2
4.7
15.2%
13.9%
14.0%
13.1%
13.3%
12.1%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------

0.0
118.2%
Total Internet
0.0
118.2%
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
-5.0%
-5.3%
-5.6%
-5.9%
-6.3%
-6.7%
-2.9%
-2.9%
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
NEWSPAPERS
27.3
36.3
49.2
66.1
76.3
85.1
-17.1%
33.0%
35.6%
34.3%
15.4%
11.5%
22.8%
15.5
15.5
MAGAZINES
RADIO
4.1
5.8
7.8
11.7
14.2
24.3%
42.0%
34.4%
48.6%
21.7%
7.1
10.7
10.9
13.6
15.1
17.2
38.5%
51.3%
24.5%
11.5%
13.9%
1.8%
104.5
9.1%
0.3%
16.2
-6.1%
104.3
0.4
6.1%
16.8
110.2
113.2
2.7%
18.9
-0.3%
19.2
13.5%
103.3%
18.4
10.3%
18.4
2.9
5102.3%
-0.4%
18.5
8.0%
100.2%
1.4
110.6
-0.2%
0.7
1932.5%
2.8%
17.7
4.5%
17.9
-7.7%
0.8%
13.3%
------
1.2
1.7
2.2
2.8
3.5
4.3
58.5%
40.3%
32.7%
26.9%
24.4%
23.0%
29.3%
3.7
4.5
5.5
6.5
7.7
9.0
26.2%
22.3%
20.9%
18.6%
18.1%
17.0%
120.2
126.7
6.1%
134.4
5.4%
20.2
21.3
6.5%
22.7
5.8%
18.6
19.3
4.3%
142.0
6.1%
5.7%
24.1
6.5%
20.1
3.6%
6.0%
20.9
4.2%
3.7%
151.1
19.4%
160.8
6.4%
6.0%
6.4%
25.7
27.4
6.8%
6.3%
6.8%
21.8
22.7
4.4%
4.0%
4.3%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
25.5
25.5
25.1
25.4
26.7
27.8
29.2
30.5
32.0
33.7
0.1
0.1
0.2
2.1%
50.5%
50.0%
0.3
Total OOH
0.1
0.1
0.2
2.1%
50.5%
50.0%
TOTAL
75.8
114.1
2.1%
50.5%
111.6%
0.9
26.9
52.3%
2784.7%
0.3
111.6%
171.1
173.5
50.0%
1.4%

Radio
7%
0.6
84.2%
0.6
0.9
26.9
84.2%
52.3%
2784.7%
210.2
21.2%
238.6
315.7
13.5%
32.3%
OOH
6%
Radio
5%
Source:
25.5
-5.1%
324.3
25.1
0.1%
25.4
-1.7%
355.4
2.7%
1.4%
1.4%
352.3
9.6%
362.2
-0.9%
2.8%
4.9%
4.2%
26.7
27.8
4.9%
Total (mm)
4.9%
29.2
4.2%
385.5
407.8
6.5%
30.5
4.9%
434.1
5.8%
RANK
4.4%
4.4%
460.1
6.5%
6.0%
6.5%
-
28
385.5
32.0
33.7
5.1%
4.8%
5.1%
491.2
524.4
6.8%
6.3%
6.8%
RANK
5.4%
Total (bn)
64.8
40
USD Total (mm)
385.5
51
USD Total (bn)
64.8
53
Population (mm)
14.52
38
4.5
57
Population Growth
1.4%
13
Household (mm)
3.62
44
4.9%
38
Household Growth
2.4%

5.4%
28
3.5%
23
54.4
Internet
1%
4.8%
5.1%
Newspapers
31%
5.1%
Television
51%
Internet
17%
25.5
-1.7%
Ecuador
Television
41%
Newspapers
20%
0.1%
OOH
7%
Magazines
5%
Magazines
9%
-5.1%
------
Television
92.0%
59
Internet
21.1%
63
Other Measures
Mobile
128.2%
25
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IBOPE
52
EGYPT
Egypt (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
189.9
195.9
194.4
215.8
313.2
347.2
550.9
599.6
835.0
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1 USD : 1 USD
TELEVISION
-0.8%
3.2%
-0.8%
11.0%
45.1%
10.9%
58.7%
8.8%
1,490.2
1,977.1
39.3%
78.5%
32.7%
2,082.7
2,388.6
5.3%
2,507.2
14.7%
5.0%
3,005.7
19.9%
3,150.9
3,518.4
4.8%
11.1%
11.7%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
8.4
16.6
24.0
27.4
33.9
38.2
48.9
54.5
64.5
------
------
------
------
------
------
------
------
------
96.5%
44.9%
14.2%
23.6%
12.6%
28.0%
11.5%
18.4%
189.9
195.9
194.4
215.8
313.2
347.2
550.9
599.6
843.4
Total Television
-0.8%
3.2%
-0.8%
11.0%
45.1%
10.9%
58.7%
8.8%
1,506.7
40.7%
2,001.1
78.6%
2,110.1
32.8%
2,422.5
5.4%
2,545.4
14.8%
5.1%
3,054.6
20.0%
3,205.4
18.6%
3,582.9
4.9%
11.2%
11.8%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.3
------
------
------
------
------
------
------
------
2.3
550.0%
4.2
16.7
34.4
55.1
77.5
86.1%
298.9%
105.8%
60.4%
40.5%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
259.7%
0.0
0.0
0.0
8.0%
7.4%
6.9%
Total Internet
0.0
0.0
0.0
8.0%
7.4%
6.9%
NEWSPAPERS
209.2
276.6
-3.7%
32.2%
229.9
-16.9%
0.1
225706.5%
0.1
225706.5%
183.8
0.2
114.3%
0.2
1.0
2.0
566.7%
100.0%
1.0
2.0
4.5
125.0%
4.8
37.9
64.7
89.9
32.8%
218.3%
70.6%
38.9%
55.0
239.8%
233.8
297.4
367.1
432.0
530.8
27.2%
23.5%
17.7%
22.9%
49.3
56.1
22.2
29.9
36.6
48.2
-25.6%
34.8%
22.4%
31.9%
21.9
27.6
45.5
58.3
505.8%
25.7%
65.1%
28.2%
0.8
11.9
43.9%
29.8
-1.1%
3.6
381.6%
46.7%
16.2
-31.9%
0.8
10.4
11.3
10.9%
-17.8%
7.1
39.3%
132.1%
43.8
0.9
5.1
70.9%
142.3%
21.6%
13.1%
3.0
76.7%
9.0
27.2%
2.2%
514.9
54.1
34.2
-4.6%
24.5%
192.4
31.1%
470.0
75.6
9.1%
145.3
29.8%
261.4
35.9%
490.0
8.0%
32.8
-6.2%
72.0
8.8%
111.9
2.4%
36.5
66.0
12.2%
435.0
1.5%
-34.6%
60.7
-7.2%
46.7%
425.0
38.3
4.4%
146.7
81.8%
-18.7%
58.5
13.7%
100.0
418.8
-3.0%
37.3%
25.0%
1.7
99.5%
-20.1%
168.0
21.0%
87.5%
100.0%
39.5
0.9
134.3
151.7%
566.7%
MAGAZINES
RADIO
0.4
43.3%
341.7%
114.3%
0.1
111.0
4.3%
34.4
-4.3%
77.0
5.0%
4.9%
83.0
1.9%
7.8%
160.7
63.2%
187.0
10.6%
23.6%
16.4%
302.1
365.4
15.6%
29.6%
21.0%
510.0
530.0
4.1%
4.5%
3.9%
33.9
35.1
-1.4%
-0.8%
3.6%
85.0
88.0
2.4%
4.1%
3.5%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.2
1.2
1.4
1.5
1.6
1.6
1.9
1.9
2.1
------
------
------
------
------
------
------
------
------
0.0%
16.7%
7.1%
3.3%
4.0%
15.3%
2.8%
8.4%
70.0
80.0
100.0
110.0
120.0
135.0
150.0
320.0
238.8

7.7%
Total OOH
14.3%
70.0
80.0
7.7%
TOTAL
509.5
14.3%
597.1
0.5%
17.2%
25.0%
100.0
10.0%
110.0
25.0%
554.9
10.0%
535.4
-7.1%
-3.5%

Radio
7%
120.0
9.1%
718.9
34.3%
12.5%
11.1%
135.0
150.0
12.5%
11.1%
844.7
1,163.8
17.5%
37.8%
OOH
6%
Television
41%
2,859.2
38.1%
310.0
7.1%
Newspapers
14%
4.0%
322.3
3.3%
3,043.6
19.3%
320.6
3.3%
300.0
16.7%
2,397.0
18.5%
308.5
7.1%
280.0
0.0%
1,735.5
298.5
16.7%
240.0
-25.0%
25.8%
278.6
0.0%
240.0
113.3%
Total (mm)
3,424.1
6.5%
4.0%
3,639.8
12.5%
RANK
6.3%
369.8
15.3%
371.7
15.3%
4,294.9
18.0%
380.0
411.9
2.8%
6.7%
8.4%
382.0
413.9
2.8%
6.7%
8.4%
4,518.3
5,015.3
5.2%
10.5%
11.0%
RANK
6.5%
-
29
3,043.6
10.3%
Total (bn)
239.2
239.2
39
3.0
63
12.3%
10.3%
10.0%
32.1
48
USD Total (mm)
3,043.6
25
USD Total (bn)
Population (mm)
79.80
12
Population Growth
2.0%
Household (mm)
17.35
16
Household Growth
2.0%

Television
69%
Internet
17%
320.0
1,464.0
238.8
-25.4%
Internet
3%
Newspapers
20%
113.3%
Egypt
OOH
Radio 10%
3%
Magazines
1%
Magazines
9%
Source:
9.1%
6.7%
16
Television
97.3%
44
Internet
29.3%
58
Other Measures
Mobile
98.8%
51
Gini Coefficient
53
ESTONIA
Estonia (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
14.3
17.2
19.0
24.5
23.1
20.7%
10.4%
28.7%
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
15.6
15.4
15.9
16.6
17.2
17.9
18.7
19.3
4.0%
0.74 EUR : 1 USD

TELEVISION
8.8
9.4
11.1
13.2
19.2%
7.1%
17.5%
19.0%
Pay TV
Total Television
-5.8%
-32.4%
-1.1%
3.3%
4.1%
4.0%
4.1%
4.1%
3.4%
1.1
1.2
1.4
1.6
1.9
2.6
4.2
6.1
6.9
5.2
5.7
6.2
6.7
7.1
7.5
7.9
8.3
19.2%
7.1%
17.5%
19.0%
19.4%
32.3%
62.1%
46.6%
12.6%
-24.6%
9.7%
8.6%
8.0%
6.1%
6.1%
5.1%
4.4%
12.5
14.8
16.2
19.8
23.2
30.6
30.0
17.5%
19.0%
22.1%
17.1%
32.0%
9.9
8.2%
10.6
19.2%
7.1%
9.4%
-2.1%
20.8
-30.6%
21.1
1.6%
22.1
23.3
4.7%
5.2%
24.3
25.5
4.6%
4.7%
26.6
5.9%
27.6
4.4%
4.5%
3.7%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.3
------
------
------
------
------
------
------
------
1.0
233.3%
2.7
170.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
------
------
------
------
------
------
------
------
------
------

0.8
160.0%
Total Internet
0.8
NEWSPAPERS
MAGAZINES
RADIO
1.3
1.8
1.9
2.6
11.1%
40.0%
5.0%
36.1%
5.6
120.0%
6.4
11.5%
0.2
302.1%
0.7
176.3%
1.0
1.4
1.8
2.2
2.6
36.3%
31.7%
19.6%
17.7%
10.7
11.5
12.5
13.5
8.8
9.2
9.9
-1.7%
4.2%
7.3%
11.8
1.8
1.9
2.6
9.8
13.0
5.0%
36.1%
120.0%
74.7%
32.1%
19.7
23.0
23.5
25.7
32.2
37.3
45.8
40.0
23.6
14.3%
15.7%
23.0%
-12.6%
-41.0%
-9.4%
11.8
0.5%
22.3
-5.7%
15.0%
57.2%
9.0
40.0%
9.7%
5.8
14.4%
-24.8%
1.3
28.2
5.0
15.5%
25.8%
11.1%
9.2%
4.4
16.5%
12.0
1.2
2.2%
3.7
17.3%
9.5
38.5%
16.9%
5.6
3.2
16.6%
69.3%
160.0%
1.0%
1.2
38.5%
2.7
1.5%
8.1%
7.8%
8.6%
31.8%
8.0%
8.0%
13.1
14.7
16.5
18.4
20.5
22.6
10.5%
12.3%
12.2%
11.9%
11.3%
10.0%
22.1
22.6
23.5
24.3
25.1
26.0
-0.8%
2.3%
3.7%
3.7%
3.1%
11.5%
3.3%
3.8%
5.9
6.3
6.9
6.9
7.3
8.6
9.8
12.2
11.0
4.0
4.5
4.4
4.4
4.4
4.3
4.4
4.5
13.6%
6.5%
10.2%
0.0%
6.3%
16.7%
14.9%
24.0%
-10.2%
-63.3%
11.0%
-2.0%
-0.2%
-0.2%
-0.4%
1.1%
3.1%
0.7%
4.9
4.8
5.0
5.2
5.6
5.8
6.8
8.2
9.4
7.0
6.8
6.9
7.3
7.6
8.0
8.4
8.8
-1.3%
-1.3%
5.3%
2.5%
7.4%
3.4%
17.8%
21.7%
14.0%
-26.1%
-2.5%
2.5%
4.5%
4.9%
5.0%
4.8%
4.8%
4.8%
OUT-OF-HOME
Cinema

Total OOH
0.2
0.2
0.2
0.3
0.3
0.3
0.4
0.5
0.5
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.3
-28.0%
8.3%
26.1%
26.1%
12.4%
-1.2%
25.1%
25.4%
2.5%
-40.4%
-2.8%
-1.7%
1.6%
1.9%
1.9%
1.6%
2.9%
2.0%
1.8
2.0
2.6
3.4
3.9
4.0
5.3
7.4
8.3
5.4
5.3
5.4
5.6
5.8
6.1
6.3
6.6
-26.0%
9.8%
29.7%
29.8%
15.9%
1.9%
33.4%
39.1%
12.6%
-35.3%
-0.7%
0.5%
3.8%
4.2%
4.3%
4.0%
5.4%
4.3%
2.0
2.2
2.8
3.6
4.2
4.3
5.7
7.9
8.8
5.7
5.6
5.6
5.9
6.1
6.3
6.6
6.9
-26.2%
9.7%
29.4%
29.5%
15.6%
1.7%
32.8%
38.2%
12.0%
-35.6%
-0.8%
0.4%
3.7%
4.1%
4.1%
3.9%
5.3%
TOTAL
43.1
52.0
58.0
63.4
48.0
5.5%
11.3%
8.4%
11.5%

Radio
7%
73.2
88.4
15.4%
20.8%
OOH
6%
Radio
9%
Television
41%
Magazines
9%
9.3%
29.6%
112.2
-2.1%
72.8
-35.1%
72.1
-1.0%
74.3
78.0
3.0%
5.1%
RANK
Estonia
OOH
7%
Television
30%
Magazines
6%
82.3
86.9
5.5%
5.6%
3.0%
74.3
USD Total (mm)
100.2
Population (mm)
1.33
45
Internet
18%
5.4%
5.3%
RANK
4.6%
Total (EUR) (bn)
14.7
62
USD Total (bn)
19.9
64
71
14.9
31
-0.2%
63
Household (mm)
0.59
66
7.0%
24
Household Growth
0.4%
46

6.0%
24
2.0%
51
36.0
31
Internet
17%
96.4
5.3%

Newspapers
30%
91.6
Population Growth
Newspapers
20%
Source:
114.6
4.2%
48
Television
98.2%
32
Internet
88.7%
10
Other Measures
Mobile
209.6%
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Bank of Estonia, TNS EMOR
54
FINLAND
Finland (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
212.8
194.8
200.8
206.8
226.8
230.8
242.5
261.2
267.2
236.3
259.9
272.5
276.4
281.9
290.1
302.9
317.8
3.1%
0.74 EUR : 1 USD

TELEVISION
3.9%
-8.5%
3.1%
3.0%
9.7%
1.8%
Pay TV
0.2
0.2
0.2
0.2
0.2
0.2
3.9%
-8.5%
3.1%
3.0%
9.7%
1.8%
Total Television
213.0
195.0
3.9%
201.0
-8.5%
3.1%
207.0
3.0%
227.0
9.7%
5.1%
0.5
110.4%
231.0
243.0
1.8%
5.2%
7.7%
2.3%
-11.6%
10.0%
4.8%
1.4%
2.0%
2.9%
4.4%
4.9%
0.8
0.8
0.7
1.3
1.9
2.5
3.1
3.8
4.6
5.5
61.7%
2.3%
-11.6%
83.7%
47.1%
30.7%
24.9%
21.9%
20.7%
19.2%
262.0
268.0
7.8%
237.0
2.3%
-11.6%
261.2
274.4
10.2%
278.9
5.1%
1.7%
285.0
293.9
2.2%
3.1%
307.5
23.4%
323.3
4.6%
3.3%
5.1%
INTERNET
Paid Search
0.0
0.0
0.1
0.1
------
------
22.7%
48.5%
0.7
730.9%
5.3
696.1%
30.6
49.3
72.3
79.5
479.9%
61.1%
46.6%
10.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.6
------
------
------
------
------
------
------
------
15.0
17.0
23.0
36.0
46.8
13.3%
35.3%
56.5%
29.9%
17.1
23.7
41.3
77.4
13.5%
38.5%
74.4%
87.4%

Total Internet
12.0
15.0
100.0%
25.0%
12.0
15.0
100.0%
25.4%
NEWSPAPERS
637.0
MAGAZINES
191.0
12.4%
RADIO
38.0
11.8%
15.1
0.1%
599.0
7.2%
0.0%
580.0
-6.0%
-3.2%
184.0
179.0
-3.7%
-2.7%
40.0
44.0
5.3%
10.0%
596.0
2.8%
178.0
-0.6%
47.0
6.8%
632.0
6.0%
185.0
3.9%
48.0
2.1%
643.0
661.0
1.7%
2.8%
194.0
200.0
4.9%
3.1%
47.0
47.0
-2.1%
0.0%
2.3
132.2
168.3
201.7
234.8
266.5
296.2
17.5%
35.2%
23.1%
27.3%
19.9%
16.4%
13.5%
11.1%
8.3
10.8
14.3
19.3
22.1
25.5
29.3
305.6%
108.3%
74.7%
30.0%
32.9%
34.7%
14.9%
15.1%
15.1%
62.3
77.2
73.8
91.3
33.3%
23.8%
112.2
4.7
107.4
-4.4%
151.7
45.1%
158.0
35.2%
690.0
4.2%
688.0
4.4%
489.0
-0.3%
210.0
-28.9%
202.0
5.0%
119.0
-3.8%
47.0
-41.1%
51.0
0.0%
43.0
8.5%
-15.7%
106.0
23.7%
128.4
16.1%
207.0
21.2%
249.0
31.0%
311.0
20.3%
494.0
24.9%
504.0
1.0%
509.0
2.0%
116.0
1.0%
115.0
-2.5%
114.0
-0.9%
46.0
-0.9%
47.0
7.0%
49.0
2.2%
4.3%
146.1
13.8%
367.1
18.0%
509.9
164.9
12.9%
421.9
14.9%
514.6
0.2%
112.7
0.9%
112.8
-1.1%
50.0
0.0%
51.2
2.1%
2.3%
181.8
22.2%
196.4
10.2%
473.7
13.1%
8.0%
521.9
12.3%
519.9
15.9%
10.2%
529.1
1.0%
112.5
1.0%
1.8%
113.6
-0.2%
52.3
-0.3%
0.9%
53.4
2.2%
2.6%
2.1%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
2.0
1.0
3.0
2.0
3.0
3.0
3.0
3.0
3.1
3.3
3.4
------
------
------
------
------
------
-50.0%
100.0%
50.0%
-33.3%
50.0%
0.0%
0.0%
1.5%
1.6%
5.1%
5.1%
37.0
36.0
34.0
33.0
35.0
37.0
37.0
42.0
44.0
36.0
37.0

8.8%
Total OOH
-2.7%
37.0
36.0
8.8%
TOTAL
1,128.0
-5.6%
34.0
-2.7%
1,069.0
8.1%
-5.6%
1,053.1
-5.2%

Radio
7%
-1.5%
-2.9%
33.0
-2.9%
1,078.1
2.4%
6.1%
35.0
6.1%
1,150.7
6.7%
39.0
38.0
11.4%
-2.6%
1,195.3
1,266.4
3.9%
Radio OOH
3%
4%
5.9%
Magazines
10%
13.5%
4.8%
44.0
47.0
15.8%
1,365.2
-18.2%
38.0
6.8%
1,407.7
7.8%
-19.1%
1,084.0
3.1%
-23.0%
37.0
2.8%
40.0
0.0%
40.0
5.3%
1,164.2
37.0
0.0%
40.0
0.0%
0.0%
1,229.4
7.4%
1,301.9
5.6%
5.9%
RANK
Finland
Television
22%
Television
41%
Newspapers
20%
Internet
20%
Newspapers
41%
Internet
17%
Source:
0.0%
OOH
6%
Magazines
9%
5.7%
2.0
37.5
38.1
1.5%
40.6
1.6%
41.2
1.5%
1,365.4
1.6%
1,435.5
4.9%
5.1%
40.1
2.6%
42.2
5.1%
43.4
2.6%
5.1%
45.6
5.1%
1,509.3
2.6%
5.1%
1,586.8
5.1%
5.2%
5.1%
RANK
5.6%
1,229.4
USD Total (mm)
1,647.4
Population (mm)
5.40
Population Growth
34
3.1%
Total (EUR) (bn)
182.8
32
USD Total (bn)
268.8
34
54
49.7
0.5%
38
Household (mm)
2.47
50
2.1%
57
Household Growth
0.1%
54

2.1%
59
1.8%
55
26.9
59

62
Television
92.3%
56
Internet
92.4%
Other Measures
Mobile
162.2%
10
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, IAB, United Nations, TNSGallup, Statistics Finland, RAB, PMI Insight, Finnpanel
55
FRANCE
France (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
0.74 EUR : 1 USD

TELEVISION
2,971.3
10.7%
Pay TV
74.7
2,789.1
-6.1%
77.9
------
Total Television
3,046.0
4.3%
2,867.0
13.5%
-5.9%
2,842.4
1.9%
78.6
0.8%
2,921.0
1.9%
2,932.1
3,114.9
3.2%
3,141.1
6.2%
75.9
89.1
-3.5%
3,204.0
3.0%
4.3%
94.9
17.4%
3,008.0
3,275.8
0.8%
106.2
6.5%
11.9%
3,236.0
6.5%
3,382.0
1.0%
4.5%
3,341.7
3,166.0
2.0%
118.3
-6.9%
137.0
11.4%
3,460.0
2,949.0
-5.3%
145.0
15.8%
3,303.0
2.3%
5.8%
3,094.0
-4.5%
-6.3%
3,275.4
3,440.3
11.1%
3,519.1
5.0%
156.6
2.3%
170.5
8.0%
189.3
8.9%
3,432.0
11.0%
3,610.8
10.9%
3,708.4
5.2%
2.7%
3,604.9
3,649.7
2.4%
204.4
250.4
7.0%
3,869.5
8.0%
6.5%
3,927.4
1.6%
1.7%
1.2%
235.1
7.5%
2.7%
3,735.7
1.2%
219.8
8.0%
3,809.3
3,692.3
1.2%
3,986.2
1.5%
2.0%
1.5%
INTERNET
Paid Search
0.0
4.8
15.5
43.4
95.5
------
------
220.0%
180.0%
120.0%
171.9
309.4
80.0%
80.0%
Online Video
0.0
0.0
0.0
0.0
4.3
32.5
80.2
------
------
------
------
------
653.9%
146.9%
213.6
215.3
185.4
245.3
330.8
445.0
612.6

78.3%
Total Internet
213.6
0.8%
220.2
78.3%
NEWSPAPERS
2,657.0
3.1%
2,495.0
6.5%
MAGAZINES
2,437.0
-6.1%
2,357.0
11.0%
RADIO
716.0
-3.3%
654.0
11.0%
-8.7%
-13.9%
200.9
-8.8%
2,438.0
-2.3%
2,233.0
-5.3%
713.0
9.0%
32.3%
34.9%
288.7
430.6
43.7%
49.2%
2,416.0
2,541.0
-0.9%
34.5%
649.3
2,140.0
-3.6%
-0.6%
744.0
785.0
4.3%
1,002.2
50.8%
54.3%
2,647.8
5.2%
2,153.0
37.7%
2,747.7
4.2%
3.8%
2,107.5
2,098.5
-1.5%
-0.4%
795.0
5.5%
807.0
1.3%
1.5%
348.5
446.3
12.6%
132.1
8.8%
873.1
35.0%
850.8
5.6%
1,479.1
30.5%
-2.5%
1,510.8
13.1%
2,647.0
-0.6%
2,025.0
173.7
20.9%
827.2
2,732.0
9.0%
159.7
64.8%
1,307.8
486.2
28.0%
2.1%
2,172.0
-3.1%
1,935.0
-3.5%
-17.9%
1,579.0
-4.4%
767.0
-18.4%
742.0
-5.0%
676.0
-3.3%
-8.9%
542.3
583.7
11.5%
620.2
7.6%
203.5
6.3%
230.0
17.1%
252.3
13.0%
922.3
9.7%
969.5
8.4%
1,010.5
5.1%
1,668.1
4.2%
1,783.2
10.4%
1,883.1
6.9%
2,085.9
5.6%
2,018.7
-4.0%
1,955.7
-3.2%
1,541.6
-3.1%
1,496.2
-2.4%
1,455.7
-2.9%
691.3
-2.7%
693.1
2.3%
686.8
0.3%
-0.9%
654.5
690.3
5.5%
274.5
1,974.5
1,892.3
1,414.9
691.8
1,356.8
-1.4%
697.9
-1.9%
-1.5%
704.0
0.9%
-2.5%
-2.1%
1,377.1
-1.3%
0.7%
1,780.6
-2.0%
1,396.7
4.9%
4.5%
1,819.2
-1.9%
-2.8%
2,261.2
4.6%
1,856.8
3.6%
3.3%
2,164.3
4.8%
-3.2%
1,154.8
3.4%
2,069.2
8.6%
8.0%
1,118.0
3.4%
4.9%
348.2
8.2%
1,081.0
5.4%
4.7%
322.5
8.6%
3.5%
758.2
4.9%
298.0
8.8%
1,045.6
723.9
5.5%
710.2
0.9%
0.5%
0.9%
OUT-OF-HOME
Cinema
82.0
72.0
18.8%
-12.2%
1,316.0
1,265.6
7.8%
Total OOH
1,398.0
-3.8%
1,337.6
8.4%
TOTAL
10,467.6
-4.3%
9,930.7
11.0%
-5.1%
74.0
2.8%
1,216.2
-3.9%
1,290.2
-3.5%
9,796.1
-1.4%

Radio
7%
65.0
67.0
-12.2%
3.1%
1,183.7
1,214.0
-2.7%
77.9
1,281.0
-3.2%
10,381.6
0.6%
1,221.0
0.7%
-0.1%
1,300.6
2.6%
9,858.4
5.3%
1,222.7
2.6%
1,248.7
82.0
16.3%
1,303.0
1.5%
0.2%
10,736.2
5.3%
11,340.4
3.4%
5.6%
OOH
6%
Television
33%
Magazines
14%
1,265.0
1.3%
1,326.0
1,126.0
2.3%
1,340.0
1.8%
11,617.8
2.7%
-11.0%
1,203.0
1.1%
11,446.1
2.4%
-10.2%
10,234.8
-1.5%
-10.6%
81.0
83.0
5.3%
1,185.1
1.4%
1,213.9
5.3%
1,230.9
2.4%
1,266.2
1.4%
1,297.0
5.3%
10,685.1
84.2
2.4%
1,315.1
2.4%
1.4%
10,898.8
4.4%
11,004.7
2.0%
1.0%
RANK
85.4
86.3
1.4%
1,248.6
11,116.8
11,238.8
Newspapers
19%
Internet
16%
11,354.5
1.2%
1.0%
11,471.5
1.0%
1.0%
1.0%
RANK
2.0%
10,898.8
54
USD Total (mm)
14,604.4
Population (mm)
63.24
Population Growth
0.5%
40
Household (mm)
28.37
Household Growth
0.9%
30
1.7%
67
Total (EUR) (bn)
1,978.4
USD Total (bn)
2,908.3
15
46.0
15
1.4%
62
2.0%
60
1.6%
58
32.7
46
Internet
17%
1,376.6
1.0%
1.1%
1.2%
1.0%
1,362.5
1.1%
1.0%
1,288.5
1.0%
1,348.7
1.2%
1.0%
1,275.3
1.1%
1.4%
88.1
1.0%
1,262.3
1.4%
1,334.0
87.2
1.1%
Newspapers
20%
Source:
1,237.0
77.0
-15.7%
France
Radio
6%
Magazines
9%
75.0
8.5%
OOH
12%
Television
41%
89.0
Television
98.3%
30
Internet
77.6%
22
Other Measures
Mobile
99.6%
49
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, TGI, Nielsen, TNS, INSEE, IREP, Mdiamtrie, CNC
56
GERMANY
Germany (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
0.74 EUR : 1 USD

TELEVISION
4,709.1
4,469.0
9.1%
3,956.4
-5.1%
3,811.3
-11.5%
3,860.4
-3.7%
1.3%
3,929.6
4,114.3
1.8%
Pay TV
0.0
0.0
0.0
9.2
34.0
59.4
------
------
------
------
268.7%
74.9%
4,709.1
4,469.0
3,956.4
3,820.5
Total Television
9.1%
-5.1%
-11.5%
3,894.3
-3.4%
1.9%
4.7%
60.0
1.0%
3,989.0
4,174.3
2.4%
4.6%
4,155.8
4,035.5
1.0%
3,639.6
-2.9%
-9.8%
3,920.6
4,157.5
7.7%
4,412.1
6.0%
6.1%
4,683.4
4,928.7
6.1%
5,126.2
5.2%
5,309.9
4.0%
5.0%
3.6%
52.0
31.0
20.7
22.9
28.5
36.9
44.0
51.3
58.6
66.1
-13.3%
-40.4%
-33.2%
10.5%
24.5%
29.7%
19.1%
16.7%
14.2%
12.9%
4,207.8
4,066.5
0.8%
3,660.3
-3.4%
-10.0%
3,943.5
4,186.0
7.7%
4,449.1
6.2%
6.3%
4,727.4
4,980.0
6.3%
5,184.8
5.3%
18.4%
5,376.0
4.1%
5.1%
3.7%
INTERNET
Paid Search
9.9
559.6%
21.4
39.0
56.2
99.0
355.5
765.0
116.5%
82.0%
44.1%
76.0%
259.1%
115.2%
Online Video
0.0
0.0
0.0
0.0
0.0
0.9
------
------
------
------
------
------
173.3
209.1
256.5
278.0
306.2
496.8
100.0%
Total Internet
183.2
107.8%
NEWSPAPERS
8,693.6
6.8%
MAGAZINES
3,514.3
20.6%
230.5
RADIO
732.9
295.5
25.8%
7,737.6
3,166.5
6,928.8
334.2
2,900.8
6,511.5
595.1
-7.5%
21.2%
6,668.2
-6.0%
2,738.5
-8.4%
678.0
10.2%
405.2
13.1%
-10.5%
-9.9%
6.1%
8.4%
28.2%
-11.0%
9.9%
22.7%
2,704.2
-5.6%
579.2
-12.2%
2.4%
-1.3%
618.0
-2.7%
6.7%
4.0
370.0%
834.9
62.2%
68.1%
853.1
1,604.0
110.5%
88.0%
6,718.4
6,826.0
0.8%
1.6%
2,693.4
2,811.9
-0.4%
4.4%
663.7
680.5
7.4%
2.5%
1,071.0
1,328.0
40.0%
1,461.2
1,684.6
24.0%
10.0%
15.3%
11.4
27.3
45.7
85.4
185.0%
138.7%
67.6%
86.9%
1,203.2
1,373.0
44.1%
1,351.1
14.1%
2,285.7
2,728.3
42.5%
-1.6%
2,858.0
19.4%
6,897.6
6,733.9
1.0%
4.8%
5,950.5
-2.4%
2,838.5
2,724.1
0.9%
-11.6%
2,260.7
-4.0%
743.3
-17.0%
719.8
9.2%
678.5
-3.2%
-5.7%
1,904.6
2,064.6
13.1%
8.4%
125.8
163.8
47.2%
1,516.3
30.3%
1,562.7
12.2%
1,581.4
3.1%
3,286.4
1.2%
3,593.1
15.0%
3,809.8
9.3%
5,916.9
6.0%
5,860.3
-0.6%
5,721.8
-1.0%
2,137.8
-2.4%
2,141.3
-5.4%
2,110.3
0.2%
681.7
-1.4%
673.3
0.5%
668.2
-1.2%
-0.8%
2,228.2
2,382.6
7.9%
206.0
25.7%
1,605.1
5,584.3
2,080.6
663.5
5,197.1
-2.4%
2,054.9
2,010.6
-1.0%
657.5
-1.3%
-1.1%
668.5
-0.9%
-2.4%
-2.2%
2,033.4
-1.2%
5.7%
5.3%
5,316.6
-2.4%
-0.7%
4,736.9
5.4%
5,449.1
1.7%
1.9%
4,500.2
5.7%
-1.4%
1,698.0
1.6%
4,270.0
21.4%
13.4%
1,666.1
2.2%
-2.4%
331.6
18.1%
1,639.7
7.3%
6.5%
292.5
20.2%
6.0%
2,707.2
6.7%
247.7
1.5%
4,039.3
2,541.5
6.9%
679.7
1.7%
0.2%
1.7%
OUT-OF-HOME
Cinema
175.1
170.2
1.6%
746.2
Total OOH
921.4
TOTAL
18,754.6
713.5
1.8%
874.0
0.9%
17,211.5
8.5%
710.0
15,550.6
720.1
870.7
14,854.6
-9.6%
1.4%
866.9
-0.4%
-0.4%
15,156.8
-4.5%

Radio
7%
-8.7%
-0.5%
-6.0%
-8.2%
146.8
0.1%
-6.1%
929.9
7.9%
160.7
-5.7%
759.7
9.5%
160.5
-2.8%
2.0%
117.5
-9.8%
-11.3%
769.1
787.4
6.8%
2.4%
901.5
904.9
4.0%
0.4%
15,819.1
17,001.5
4.4%
7.5%
OOH
6%
Radio
4%
106.2
76.7
-9.6%
820.4
-6.6%
805.4
4.2%
737.5
-1.8%
926.6
-8.4%
882.0
2.4%
17,899.5
71.6
-27.8%
809.1
-4.8%
17,854.6
5.3%
-8.3%
16,217.0
-0.3%
-9.2%
73.7
74.3
2.9%
793.2
0.6%
810.0
7.6%
825.9
2.1%
866.9
2.0%
884.3
7.1%
16,833.3
74.8
0.8%
900.6
2.0%
1.9%
17,338.3
3.8%
17,659.8
3.0%
1.9%
RANK
Germany
OOH
5%
Television
24%
Magazines
12%
Magazines
9%
Television
41%
76.3
77.7
2.0%
842.5
18,013.8
18,347.1
Newspapers
34%
Internet
17%
Internet
21%
967.3
1.7%
18,654.8
1.8%
1.8%
1.7%
951.4
1.9%
2.0%
887.1
1.7%
935.7
1.6%
1.7%
872.4
1.9%
2.0%
80.3
1.7%
858.0
2.0%
918.7
79.0
1.9%
1.8%
1.7%
18,967.6
1.7%
1.8%
1.7%
RANK
3.0%
17,338.3
45
USD Total (mm)
23,233.3
Population (mm)
81.44
Population Growth
-0.2%
65
Household (mm)
40.31
Household Growth
0.3%
48
3.5%
59
Total (EUR) (bn)
2,615.8
USD Total (bn)
3,845.3
11
47.2
13
3.0%
52
4.4%
38
1.4%
61
28.3
57
Newspapers
20%
Source:
132.4
Television
95.6%
51
Internet
80.9%
19
Other Measures
Mobile
128.6%
24
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, ZAW, IMF, ITU, United Nations, IAB, Bundesbank, Gfk, Nielsen
57
GREECE
Greece (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
584.6
583.6
648.5
638.3
684.0
693.3
704.6
846.1
784.1
647.5
513.6
461.3
475.6
499.5
524.7
550.8
577.4
4.6%
0.74 EUR : 1 USD

TELEVISION
8.0%
-0.2%
11.1%
-1.6%
7.2%
1.4%
1.6%
20.1%
-7.3%
-17.4%
-20.7%
-10.2%
3.1%
5.0%
5.0%
5.0%
4.8%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
584.6
583.6
648.5
638.3
684.0
693.3
704.6
846.1
784.1
647.5
513.6
461.3
475.6
499.5
524.7
550.8
577.4
Total Television
8.0%
-0.2%
11.1%
-1.6%
7.2%
1.4%
1.6%
20.1%
-7.3%
-17.4%
-20.7%
-10.2%
3.1%
5.0%
5.0%
5.0%
-----4.6%
4.8%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.5
------
------
------
------
------
1.5
4.3
200.0%
183.3%
8.5
100.0%
17.0
34.0
29.4
37.4
42.7
48.5
54.0
100.0%
100.0%
-13.5%
27.3%
14.1%
13.6%
11.2%
58.1
62.4
7.7%
10.8%
7.4%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.5
0.9
1.3
1.9
3.0
4.2
5.7
------
------
------
------
------
------
------
------
------
------
------
77.5%
44.9%
45.2%
60.0%
40.9%
35.5%
24.3
41.8
50.8
55.3
59.9
63.0
65.7
68.1
72.1%
21.5%
0.0
0.0
0.0
1.5
------
------
------
------
Total Internet
0.0
0.0
0.0
1.5
------
------
------
------
153.1
128.1
132.9
154.6
NEWSPAPERS
19.0%
MAGAZINES
190.2
-16.3%
3.7%
216.5
244.8
3.4
7.2
119.8%
112.8%
3.9
16.3%
8.7
152.3%
124.0%
188.2
215.5
21.8%
277.5
325.5
13.8%
13.1%
13.3%
17.3%
11.6%
RADIO
22.1
23.8
29.2
30.5
36.3
37.6
0.2%
7.5%
22.8%
4.6%
18.9%
22.1
81.8%
30.0%
13.6
25.5
39.1
58.3
71.7
89.1
99.3
56.5%
87.5%
53.3%
49.1%
23.0%
24.2%
11.5%
13.6%
363.2
24.7%
17.0
244.8
14.5%
9.4
30.0%
398.5
9.7%
38.2
3.7%
1.6%
267.1
9.9%
263.7
9.1%
245.5
-1.3%
431.3
-6.9%
464.0
8.2%
370.6
7.6%
44.6
-20.1%
45.5
16.7%
1.9%
200.0
205.0
-18.5%
30.0
-15.4%
1.4%
290.0
-20.1%
35.4
207.8
2.5%
296.0
-22.1%
8.9%
300.0
-2.0%
3.4%
31.2
31.3
4.2%
0.3%
8.2%
110.3
5.2%
119.9
11.0%
204.3
8.8%
200.5
-1.7%
314.0
-1.9%
320.0
4.7%
31.6
1.9%
31.8
0.9%
0.8%
4.3%
128.0
45.1%
6.1%
3.7%
136.3
6.7%
197.1
8.9%
6.4%
193.6
-1.7%
325.0
-1.1%
-1.8%
328.0
1.6%
32.2
2.5%
0.9%
32.5
1.0%
0.8%
1.0%
OUT-OF-HOME
Cinema
20.4
22.9
25.2
26.7%
12.4%
10.0%
43.3
51.0
58.8
44.9%
17.7%
15.3%
Total OOH
63.7
73.9
83.9
38.5%
16.0%
13.6%
TOTAL
1,013.7
1,025.8
13.8%
1,139.4
1.2%

Radio
7%
11.1%
25.3
20.1
0.3%
20.6
-20.6%
61.8
54.2
5.2%
1,312.2
4.4%
91.7
6.9%
15.5%
1,397.8
10.3%
1,491.4
6.5%
6.7%
24.4
24.6
4.3%
72.0
-0.4%
73.4
5.4%
73.5
1.9%
96.4
0.1%
98.0
5.2%
1,711.1
24.5
0.8%
98.0
1.6%
1,694.2
14.7%
0.0%
1,455.3
-1.0%
-14.1%
20.6
11.7
-16.0%
-43.0%
12.1
38.2
23.3
-48.0%
-39.1%
58.8
35.0
-40.5%
1,170.1
3.5%
24.9
-40.0%
6.8%
37.0
5.7%
1,111.6
-19.6%
1,151.0
-5.0%
3.6%
RANK
Greece
Radio OOH
3% 3%
OOH
6%
Magazines
26%
Magazines
9%
Television
41%
Television
42%
12.2
12.5
0.5%
25.8
2.3%
26.5
3.8%
38.0
2.8%
39.0
2.7%
1,197.6
2.6%
1,236.0
4.1%
3.2%
Newspapers
18%
Internet
8%
13.0
2.2%
27.2
2.1%
2.2%
28.0
2.7%
40.0
3.7%
2.7%
41.0
2.6%
1,273.0
3.2%
2.5%
1,308.7
3.0%
3.3%
2.8%
RANK
-5.0%
1,111.6
USD Total (mm)
1,489.5
Population (mm)
11.20
Population Growth
63
-1.3%
Total (EUR) (bn)
232.9
34
USD Total (bn)
342.4
30
39
30.6
23
0.1%
55
Household (mm)
3.85
40
2.0%
58
Household Growth
0.5%
42

1.5%
63
2.2%
45
34.3
41
Internet
17%
12.8
Newspapers
20%
Source:
16.3%
79.4
-14.7%
1,189.5
68.3
8.4%
74.3
3.8%
13.3%
58.8
-12.3%
87.1
23.4
3.0%
71
Television
99.9%
Internet
59.0%
40
Other Measures
Mobile
121.6%
31
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Foundation for Economic and Industrial Research
58
GULF COUNTRIES
Gulf Countries (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
781.3
954.7
837.2
728.0
946.0
944.5
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1 USD : 1 USD
TELEVISION
1.9%
22.2%
-12.3%
-13.0%
29.9%
-0.2%
Pay TV
0.0
0.0
0.0
0.0
0.0
11.5
------
------
------
------
------
------
781.3
954.7
837.2
728.0
946.0
956.0
Total Television
1.9%
22.2%
-12.3%
-13.0%
29.9%
1.1%
1,243.3
1,746.9
2,207.8
2,509.2
2,782.2
3,132.6
3,470.4
3,734.0
31.6%
40.5%
26.4%
13.7%
10.9%
12.6%
10.8%
16.4
24.8
33.6
40.8
49.6
60.7
72.6
85.9
42.7%
51.5%
35.6%
21.4%
21.5%
22.4%
19.7%
18.3%
1,259.7
31.8%
1,771.7
2,241.4
40.6%
2,550.0
26.5%
2,831.7
13.8%
3,193.3
11.0%
3,543.0
12.8%
11.0%
20.5
43.6
79.2
199.2%
112.9%
81.5%
3,983.4
7.6%
3,820.0
6.7%
100.0
16.4%
4,083.5
7.8%
6.9%
4,291.3
4,636.8
7.7%
8.2%
8.1%
116.8
136.0
16.8%
17.5%
16.4%
4,408.1
4,772.9
8.0%
8.4%
8.3%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.5
------
------
------
------
------
------
------
------
2.0
6.9
300.0%
242.6%
125.5
58.4%
179.8
43.3%
240.2
310.8
33.6%
48.1%
29.4%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.6
1.3
2.3
3.6
5.2
7.2
9.6
------
------
------
------
------
------
------
------
------
------
------
99.6%
77.3%
58.5%
45.7%
37.4%
34.3%
13.3
31.4
55.0
106.4
138.6%
136.7%
75.3%
13.8
33.4
61.9
127.5
147.6%
142.6%
85.3%
106.1%
0.1
0.2
0.2
0.2
7.9%
7.5%
8.1%
12.2%
Total Internet
0.1
0.2
0.2
0.2
7.9%
7.5%
8.1%
12.2%
NEWSPAPERS
714.1
850.4
-0.8%
MAGAZINES
154.5
19.1%
178.9
-3.4%
RADIO
15.8%
86.6
-4.0%
725.7
-14.7%
148.2
-17.1%
610.5
-15.9%
119.6
0.4
110.5%
0.4
2.6
535.6%
2.6
110.5%
535.6%
751.2
957.3
23.0%
137.6
27.4%
185.8
5.6
116.9%
5.6
116.9%
1,135.6
18.6%
215.0
1,347.1
1,722.5
18.6%
271.5
15.0%
35.0%
15.7%
26.3%
16.8%
69.1
72.7
76.5
85.0
89.5
81.8
64.8
15.0%
-17.8%
-20.8%
6.6%
5.3%
5.3%
11.1%
10.0
51.9%
2,149.3
2,384.6
11.9%
679.7
18.4%
118.3
317.8
32.0%
446.8
38.6%
2,607.4
10.9%
581.4
15.0%
102.8
5.3%
322.3
66.4%
491.1
34.6%
44.0%
212.1
10.0%
427.0
240.8
57.2%
1,920.7
1.4%
317.3
-19.3%
99.5
1,746.6
27.9%
167.2
93.4%
16.9%
139.3
164.2
393.6
23.9%
578.7
29.5%
2,830.9
9.3%
775.1
14.0%
181.2
14.9%
15.1%
17.7%
17.8%
10.4%
12.1
14.0
15.7
18.0
20.3
22.4
21.5%
15.7%
12.3%
14.3%
13.0%
10.4%
8.6%
865.0
11.6%
198.0
9.3%
468.1
49.8%
553.2
18.9%
27.0%
18.2%
715.5
873.7
23.6%
32.7%
22.1%
3,091.2
3,354.1
9.2%
9.3%
8.5%
970.5
1,092.6
12.2%
13.4%
12.6%
217.6
240.4
9.9%
11.5%
10.4%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
5.4
9.5
------
------
------
------
------
------
75.1%
77.4
92.9
79.9
67.9
84.9
102.7
20.0%
-14.0%
-15.0%
25.0%

0.0%
Total OOH
77.4
0.0%
TOTAL
1,814.1
92.9
79.9
67.9
84.9
20.0%
-14.0%
-15.0%
25.0%
2,176.6
0.0%
20.0%
1,873.1
-13.9%
1,591.1
-15.1%

Radio
7%
25.0%
108.1
27.3%
2,282.4
14.7%
179.9
75.1%
189.3
75.1%
2,881.7
26.3%
5,803.9
11.2%
13.0%
359.5
12.3%
5,168.2
26.0%
386.0
14.3%
314.4
15.7%
4,646.1
341.5
12.3%
280.0
21.5%
28.0%
298.7
15.7%
242.1
5.2%
Total (mm)
Television
48%
Source:
199.2
3,688.3
266.0
21.5%
406.3
14.3%
13.0%
6,634.9
12.3%
7,500.1
14.3%
13.0%
RANK
426.1
24.5
9.3%
465.6
10.4%
448.5
9.3%
490.1
10.4%
8,279.1
9.3%
9,046.2
10.4%
9.3%
14.3%
-
6,634.9
10.5%
9.9%
511.7
562.3
9.9%
10.5%
9.9%
538.6
591.9
9.9%
9,941.5
10.5%
9.9%
10,925.5
9.9%
10.5%
9.9%
RANK
10.7%
Total (bn)
1,100.2
1,100.2
16
31.9
22
8.7%
15
8.7%
10
2.8%
33
------
------
USD Total (mm)
6,634.9
14
USD Total (bn)
Population (mm)
34.46
26
Population Growth
4.1%
Household (mm)
7.24
29
Household Growth
2.7%
Internet
3%
29.6
9.9%
Newspapers
32%
26.9
Magazines
9%
Internet
17%
230.0
5.2%
Gulf Countries
Magazines
9%
Newspapers
20%
189.3
OOH
Radio
6%
2%
OOH
6%
Television
41%
1,989.2
20.9%
5.2%
14
Television
97.8%
37
Internet
44.5%
47
Other Measures
Mobile
208.9%
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IPSOS-Stat, World Bank
59
HONG KONG
Hong Kong (MM HKD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
7.76 HKD : 1 USD

TELEVISION
2,832.2
-6.4%
2,535.9
2,170.3
-10.5%
-14.4%
Pay TV
0.0
0.0
58.7
------
------
------
2,832.2
2,535.9
2,229.0
Total Television
-6.4%
-10.5%
-12.1%
2,052.6
2,321.6
-5.4%
13.1%
104.1
187.1
77.4%
79.8%
2,156.6
2,508.7
-3.2%
16.3%
2,532.8
2,478.8
9.1%
-2.1%
262.4
294.4
40.3%
12.2%
2,795.2
2,773.2
11.4%
-0.8%
2,673.8
2,657.3
7.9%
292.8
-1.4%
275.3
-0.5%
2,966.6
2,620.8
-0.6%
341.8
-6.0%
2,932.6
7.0%
24.2%
2,962.6
-1.1%
1.0%
2,786.4
2,926.2
6.3%
3,062.0
5.0%
491.7
4.6%
520.4
43.9%
548.9
5.8%
3,278.2
5.5%
3,446.7
10.7%
3,610.9
5.1%
4.8%
3,248.3
3,423.0
6.1%
586.8
719.5
7.2%
4,046.1
6.7%
7.7%
4,308.3
5.5%
5.9%
6.9%
667.8
6.2%
6.2%
3,892.6
6.4%
623.1
6.9%
3,835.1
3,640.5
5.4%
4,612.1
6.5%
6.0%
7.1%
INTERNET
Paid Search
7.1
7.6
7.1
7.4
17.4
58.8
24.4%
7.4%
-7.3%
5.3%
133.8%
237.8%
100.5
70.9%
148.9
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.0
------
------
------
------
------
------
------
------
269.9
289.7
268.7
283.0
361.6
371.8
339.5
367.2

24.4%
Total Internet
277.0
7.4%
297.3
24.4%
NEWSPAPERS
2,089.4
MAGAZINES
621.3
2,079.9
RADIO
1,899.4
-8.7%
643.1
629.8
3.5%
109.6
9.1%
-7.3%
-0.5%
2.0%
275.8
7.4%
-2.1%
-7.3%
-2.1%
0.0
137.1
-100.0%
------
5.3%
27.7%
290.5
379.0
5.3%
30.5%
1,987.1
2,523.4
4.6%
27.0%
612.9
946.9
-2.7%
54.5%
208.9
247.1
52.4%
18.3%
2.8%
-8.7%
430.6
440.0
13.6%
2.2%
2,568.2
2,584.3
1.8%
0.6%
1,013.1
1,021.2
7.0%
0.8%
312.7
303.3
26.5%
-3.0%
179.2
48.1%
2.7
360.6
2,927.0
15.1%
1,131.1
12.2%
354.9
893.5
18.3%
16.4%
16.0%
10.8
13.9
17.7
21.9
26.9
31.1%
29.1%
26.7%
24.2%
22.7%
1,032.3
-8.7%
513.8
41.3%
770.5
18.3%
8.2
-4.0%
501.3
17.0%
661.7
19.9%
43.8%
2,810.2
-1.3%
559.4
20.9%
5.7
7.1%
-1.6%
466.5
24.3%
47.9%
580.9
4.9%
385.9
35.0%
3.9
-3.8%
542.5
17.5%
310.5
42.8%
347.0
-1.8%
517.1
1,145.6
28.3%
162.3%
8.2%
2,975.5
229.9
20.4%
2.5%
370.9
377.9
6.9%
398.2
1.9%
687.1
5.4%
772.0
18.3%
875.6
12.4%
3,052.7
13.4%
3,164.9
8.6%
3,325.6
3.7%
1,039.2
5.1%
997.3
0.7%
1,018.5
-4.0%
584.5
2.1%
637.2
13.7%
689.0
9.0%
8.1%
422.3
448.2
6.1%
995.7
13.7%
3,516.9
749.7
4,094.5
5.0%
1,069.3
1,098.9
1.5%
814.9
2.0%
1.3%
880.2
8.7%
5.3%
5.0%
1,085.3
2.3%
12.9%
11.9%
3,900.7
5.6%
8.8%
1,416.4
12.2%
3,715.3
5.6%
4.8%
1,265.5
13.2%
2.6%
495.9
5.5%
1,127.6
5.8%
1,045.1
473.0
6.1%
26.7%
950.5
8.0%
8.3%
8.0%
OUT-OF-HOME
Cinema
0.4
114.9%
438.1
Total OOH
438.6
TOTAL
6,368.0
0.7
1.2
2.4
2.9
5.7
8.5
14.5
28.7
47.1
70.9
90.3
57.6%
85.5%
98.8%
18.9%
98.4%
50.3%
70.4%
97.2%
64.0%
50.7%
27.4%
206.7
3.6%
-54.4%
454.5
7.5%
0.4
-39.2%
453.8
7.4%
0.7
55.4%
207.2
3.6%
6,010.6
-2.0%
-54.4%
5,378.2
-5.6%
-10.5%

Radio
7%
217.0
301.6
5.0%
39.0%
217.6
302.8
5.1%
39.2%
5,473.6
6,907.9
1.8%
26.2%
479.1
406.1
58.9%
-15.3%
481.6
408.9
59.0%
-15.1%
7,601.4
7,530.9
10.0%
-0.9%
OOH
6%
Magazines
9%
Television
41%
Magazines
10%
Television
34%
631.0
9.6%
776.0
54.3%
8,590.7
841.2
22.7%
855.8
23.0%
8,810.6
14.1%
10.3%
8,755.5
2.6%
-0.6%
960.8
1,047.5
14.2%
989.5
12.0%
1,094.6
15.6%
9,631.1
1,173.4
9.0%
1,244.3
10.6%
13.7%
10,112.6
10.0%
10,763.9
5.0%
6.4%
RANK
1,299.5
10.7%
1,389.8
11.7%
11,532.3
1,460.0
Newspapers
31%
Internet
8%
1,803.9
7.9%
13,135.3
7.0%
9.7%
6.2%
1,695.4
13.1%
12,344.8
1,665.0
7.4%
1,571.6
24.2%
9.2%
1,568.2
12.4%
7.1%
138.9
14.0%
10.5%
6.4%
13,976.3
6.4%
6.7%
6.4%
RANK
5.0%
Total (HKD) (mm) HKD
10,112.6
USD Total (mm)
1,302.3
Population (mm)
7.18
Population Growth
36
7.4%
29
Total (HKD) (bn)
1,890.1
37
USD Total (bn)
243.9
37
51
34.0
20
0.8%
31
Household (mm)
2.33
51
6.4%
27
Household Growth
0.8%
35

2.0%
61
3.0%
29
43.4
13
Internet
17%
127.2
23.5%
Newspapers
20%
Source:
767.4
54.0%
Hong Kong
OOH
11%
Radio
6%
625.3
111.6
Television
97.9%
36
Internet
64.4%
35
Other Measures
Mobile
195.7%
Gini Coefficient
60
HUNGARY
Hungary (MM HUF)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
275. HUF : 1 USD

TELEVISION
27,124.0
33,375.0
36.5%
42,705.5
23.0%
28.0%
50,764.4
55,953.0
18.9%
10.2%
60,447.0
65,088.0
8.0%
7.7%
70,123.0
71,509.0
7.7%
59,954.0
2.0%
56,808.2
-16.2%
55,902.3
-5.2%
58,982.5
-1.6%
5.5%
62,800.1
67,075.8
6.5%
71,620.8
6.8%
76,473.5
6.8%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
27,124.0
33,375.0
42,705.5
50,764.4
55,953.0
60,447.0
65,088.0
70,123.0
71,509.0
59,954.0
56,808.2
55,902.3
58,982.5
62,800.1
67,075.8
71,620.8
76,473.5
Total Television
36.5%
23.0%
28.0%
18.9%
10.2%
8.0%
7.7%
7.7%
2.0%
-16.2%
-5.2%
-1.6%
5.5%
6.5%
6.8%
6.5%
6.8%
6.8%
-----6.5%
6.8%
INTERNET
Paid Search
0.0
2.4
------
------
9.0
275.0%
27.0
86.0
200.0%
218.5%
244.0
780.0
183.7%
219.7%
1,920.0
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
128.0
------
------
------
------
------
------
------
------
900.0
1,197.6
1,791.0
2,673.0
4,214.0
5,856.0
12,220.0
13,952.0

------
Total Internet
900.0
33.1%
1,200.0
------
NEWSPAPERS
25,403.2
MAGAZINES
24,402.1
28,793.5
RADIO
10,545.0
50.0%
30,036.8
13.3%
27,653.4
20.3%
1,800.0
33.3%
12.7%
49.5%
4.3%
29,568.2
13.3%
11,705.0
14.0%
6.9%
12,524.3
11.0%
7.0%
49.2%
57.7%
2,700.0
4,300.0
50.0%
59.3%
33,632.2
37,379.9
12.0%
11.1%
33,411.6
36,041.9
13.0%
7.9%
13,651.5
14,880.1
9.0%
9.0%
39.0%
108.7%
6,100.0
13,000.0
41.9%
113.1%
39,285.1
39,750.0
5.1%
1.2%
39,582.2
43,331.4
9.8%
9.5%
15,772.9
16,486.3
6.0%
4.5%
3,478.7
146.2%
5,044.0
81.2%
411.0
16,661.3
16,000.0
20,551.0
23.1%
40,492.9
41,246.6
1.9%
44,791.4
44,756.8
3.4%
16,935.4
17,789.8
2.7%
26,459.2
0.0%
13,305.3
-12.0%
4.4%
25,489.0
-15.0%
15,653.3
5.0%
25,392.1
0.0%
25,489.0
-33.0%
15.2%
24,319.0
-12.0%
29,987.1
-0.1%
33,872.3
15.5%
24,319.0
-33.0%
10.5%
29,391.6
10.2%
27,635.2
1.9%
21,460.9
9.3%
25,445.6
12.4%
34.2%
19,430.3
2.4%
23,093.4
28.4%
1,795.2
38.3%
17,775.8
4.2%
23.1%
1,337.3
39.6%
17,356.6
10,616.2
28.7%
966.9
68.6%
19.4%
8,624.0
32.9%
692.8
221.1%
14.2%
6,702.8
45.0%
3.8%
13,305.3
-15.0%
13,827.6
0.0%
3.9%
12,367.1
16.5%
2,217.9
23.5%
23,653.8
14,153.1
12.9%
26,499.2
42,833.9
27,643.8
27,444.5
28,446.4
3.7%
14,359.9
14,903.3
53,355.8
11.7%
12.7%
11.5%
28,814.8
30,019.7
4.2%
4.3%
4.2%
29,451.5
30,465.1
3.5%
3.6%
3.4%
15,450.8
3.8%
10.0%
9.6%
47,856.4
3.7%
3.8%
31,297.6
9.9%
4.3%
23.8%
19.7%
28,550.3
12.0%
4.4%
3,895.0
20.6%
9.8%
16.1%
13.2%
3,254.2
21.7%
25,982.3
18,163.3
13.4%
2,698.5
10.2%
38,238.8
16,051.9
14.4%
16,005.5
3.7%
3.8%
3.6%
OUT-OF-HOME
Cinema
1,076.2
1,145.5
30.6%
13,167.8
14,988.8
39.6%
Total OOH
14,244.0
TOTAL
102,618.3
-4.9%
15,887.1
13.8%
16,134.3
38.9%
1,089.4
6.4%
6.0%
16,976.5
13.3%
118,861.1
24.9%
5.2%
133,611.3
15.8%

Radio
7%
12.4%
1,327.6
1,062.8
21.9%
-19.9%
16,408.8
20,103.3
3.3%
22.5%
17,736.3
21,166.1
4.5%
151,896.0
19.3%
169,721.0
13.7%
11.7%
1,111.2
1,075.1
4.6%
-3.3%
22,177.6
26,827.4
10.3%
21.0%
23,288.8
27,902.4
10.0%
19.8%
184,476.0
205,558.2
8.7%
11.4%
OOH
6%
Radio
8%
Television
33%
Television
41%
Magazines
15%
25,816.4
28,097.5
-3.8%
28,883.3
-4.8%
224,736.5
179,173.8
165,932.8
5.3%
20,977.1
-10.0%
-20.3%
21,177.6
1.7%
20,565.7
-20.9%
7.1%
20,117.0
-10.1%
22,850.8
921.5
8.6%
19,774.0
-21.7%
4.6%
860.1
-6.4%
22,005.3
8.7%
4.6%
791.8
7.6%
8.8%
26,574.7
214,917.3
845.5
3.6%
22,099.2
2.0%
5.3%
169,384.2
-7.4%
180,632.8
2.1%
6.6%
RANK
982.3
1,029.6
6.6%
22,294.4
23,485.6
5.3%
23,276.7
24,515.3
205,418.5
Newspapers
14%
Internet
17%
5.3%
5.3%
25,807.9
27,164.2
5.3%
219,002.1
5.3%
5.3%
233,483.9
6.6%
6.6%
6.6%
RANK
2.1%
Total (HUF) (mm) HUF
169,384.2
52
4.9%
Total (HUF) (bn)
28,242.9
44
USD Total (mm)
615.4
47
USD Total (bn)
100.5
49
Population (mm)
10.00
43
10.1
43
Population Growth
-0.1%
62
Household (mm)
3.79
41
4.5%
47
Household Growth
0.2%
53

5.0%
32
3.3%
26
30.0
53
Internet
17%
26,034.2
5.3%
6.6%
5.6%
4.8%
24,729.1
5.3%
6.6%
1,130.0
4.8%
5.3%
5.3%
192,619.2
1,078.8
4.8%
Newspapers
20%
Source:
785.8
-29.5%
Hungary
OOH
13%
Magazines
9%
758.3
Television
98.2%
32
Internet
67.0%
30
Other Measures
Mobile
119.5%
33
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, TNS Media Intelligence, MRSZ, MAKSZ, HCSO, AGB Nielsen, TGI, Gemius-Ipsos, Hungarian National Bank, Hungarian Central Statistics Office
61
INDIA
India (MM INR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
44.8 INR : 1 USD

TELEVISION
5,374.0
5,973.4
22.1%
Pay TV
10,620.1
14,767.7
26.5%
Total Television
15,994.1
6,779.5
11.2%
13.5%
19,806.7
39.1%
20,741.1
25.0%
34.1%
26,586.2
29.7%
28.2%
6,616.7
6,638.8
-2.4%
24,302.6
0.3%
29,441.7
22.7%
30,919.3
21.1%
36,080.5
16.3%
16.7%
7,416.6
7,503.4
11.7%
1.2%
33,558.9
42,519.3
14.0%
26.7%
40,975.4
50,022.7
13.6%
22.1%
8,283.8
8,161.5
10.4%
8,135.6
-1.5%
51,312.0
-0.3%
61,594.7
20.7%
67,897.7
20.0%
59,595.8
10.2%
69,756.2
19.1%
76,033.2
17.0%
9.0%
8,855.9
10,566.3
8.9%
12,399.8
19.3%
74,690.2
17.4%
90,065.5
10.0%
106,829.0
20.6%
83,546.0
18.6%
100,631.8
9.9%
119,228.8
20.5%
18.5%
14,565.7
17.5%
126,848.5
18.7%
141,414.2
18.6%
17,108.1
20,087.4
17.5%
150,618.2
212,244.4
18.7%
18.7%
18.7%
198,885.3
18.6%
17.4%
17.4%
178,797.9
18.7%
167,726.2
23,582.7
17.4%
235,827.1
18.6%
18.6%
18.6%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
516.8
------
------
------
------
------
------
------
1,224.0
1,632.0
136.8%
2,284.8
33.3%
40.0%
3,166.2
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
201.8
------
------
------
------
------
------
------
------
------
------
------
102.0
153.0
272.0
340.0
596.7
994.5
1,309.0
2,201.5
2,320.5
2,900.6
3,359.7

50.0%
Total Internet
102.0
50.0%
153.0
50.0%
NEWSPAPERS
17,389.3
MAGAZINES
2,073.0
20,155.8
RADIO
918.0
77.8%
23,455.3
15.9%
2,464.4
45.3%
272.0
50.0%
52.0%
77.8%
16.4%
2,748.8
18.9%
11.5%
956.3
5.0%
989.9
4.2%
3.5%
25.0%
340.0
75.5%
596.7
25.0%
33,205.6
75.5%
39,445.8
41.6%
3,608.6
18.8%
3,868.8
31.3%
1,088.6
7.2%
1,303.9
10.0%
19.8%
66.7%
31.6%
994.5
1,825.8
66.7%
83.6%
40,981.3
53,431.6
3.9%
30.4%
4,401.7
5,261.1
13.8%
19.5%
1,823.3
2,773.1
39.8%
52.1%
68.2%
5.4%
3,425.5
25.0%
3,952.5
87.6%
5,185.4
15.4%
64,972.3
31.2%
74,663.4
21.6%
73,170.2
14.9%
5,315.7
-2.0%
6,757.9
1.0%
6,555.2
27.1%
4,092.8
-3.0%
5,610.0
47.6%
6,732.0
37.1%
20.0%
4,069.2
38.6%
5,138.9
28.5%
26.3%
267.5
347.2
32.5%
29.8%
4,291.5
15.8%
5,364.1
27.7%
6,727.8
25.0%
8,628.2
29.7%
10,850.2
28.2%
79,783.4
25.8%
96,077.8
9.0%
113,807.1
20.4%
7,037.0
18.5%
8,274.3
7.3%
9,561.9
17.6%
8,034.3
15.6%
9,966.8
19.3%
12,154.8
24.1%
22.0%
6,464.6
25.8%
449.5
29.5%
6,706.5
25.0%
13,620.6
25.5%
134,952.3
18.6%
11,052.0
15.6%
14,831.2
22.0%
8,111.7
10,152.5
25.5%
579.9
17,054.9
12,762.1
26,548.0
24.9%
25.2%
24.6%
189,707.8
224,891.2
18.5%
18.5%
18.5%
14,718.2
16,955.5
15.3%
15.4%
15.2%
22,042.0
22.0%
24.6%
24.1%
21,301.0
15.5%
18,087.3
12,912.5
24.4%
18.6%
29.0%
28.2%
10,403.0
25.2%
160,024.5
955.7
28.6%
24.7%
25.5%
24.9%
745.5
29.0%
8,363.4
12,679.9
25.2%
26,848.2
21.9%
21.9%
21.8%
OUT-OF-HOME
Cinema
87.8
22.4%
5,399.7
90.8
5,582.2
22.4%
Total OOH
5,487.5
TOTAL
41,963.9
68.2%
6,207.4
3.4%
5,673.0
22.4%
152.6
3.4%
11.2%
6,360.0
3.4%
50,143.6
35.0%
12.1%
60,412.3
19.5%
20.5%

Radio
7%
172.2
6,713.9
21.2%
7,520.8
8.2%
6,886.0
12.0%
7,729.5
8.3%
76,048.1
12.2%
89,025.2
25.9%
17.1%
284.3
499.3
36.2%
75.6%
8,078.7
8,920.7
7.4%
10.4%
8,363.0
9,420.0
8.2%
12.6%
97,539.2
122,734.3
9.6%
25.8%
OOH
6%
Radio
4%
Magazines
3%
Magazines
9%
208.7
12.8%
939.2
1,158.1
88.1%
10,801.3
3.6%
12,152.9
21.1%
12,753.3
12.5%
11,740.5
4.9%
13,311.0
24.6%
149,142.6
1,200.0
23.3%
13,953.3
13.4%
4.8%
174,051.1
21.5%
181,629.4
16.7%
4.4%
1,721.8
13.0%
14,050.0
24.8%
17,409.4
10.2%
21,205.8
23.9%
15,405.7
21.8%
19,131.2
10.4%
200,534.2
2,148.6
27.0%
23,354.4
24.2%
22.1%
242,710.1
10.4%
288,957.2
21.0%
19.1%
RANK
India
OOH
8%

Total (INR) (mm)
Television
41%
Television
41%
2,681.2
24.8%
25,842.5
21.9%
28,523.8
22.1%
344,394.1
19.2%
3,342.5
INR
31,475.1
34,817.6
21.0%
242,710.1
Internet
4%
42,467.0
51,769.6
22.0%
22.0%
21.9%
489,121.4
582,839.7
19.2%
19.1%
19.2%
RANK
4
81,957.8
1,994.1
1.6
65
13.7%
10.2%
6.7%
36.8
28
5,408.6
15
USD Total (bn)
1232.68
Population Growth
15.7%
Total (INR) (bn)
1.4%
14
224.82
1.4%
15

Internet
17%
21.8%
21.6%
Population (mm)
Newspapers
40%
46,592.7
21.7%
19.2%
24.6%
24.4%
38,305.3
22.1%
410,472.6
5,177.0
24.5%
21.8%
USD Total (mm)
Household Growth
Newspapers
20%
4,161.8
24.7%
Household (mm)
Source:
1,355.7
Television
90.0%
62
Internet
13.0%
66
Other Measures
Mobile
68.4%
64
Gini Coefficient
62
INDONESIA
Indonesia (MM IDR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
8990 IDR : 1 USD

TELEVISION
1,678,205.9
3,021,090.1
431514.2%
Pay TV
3,363.1
80.0%
6,054.3
431514.2%
Total Television
1,681,569.0
80.0%
3,027,144.4
431514.2%
80.0%
3,983,322.3
6,149,875.7
31.9%
7,982.6
54.4%
18,505.1
31.9%
3,991,304.9
131.8%
6,168,380.9
31.9%
54.5%
8,206,837.1
33.4%
24,694.6
33.4%
8,231,531.7
33.4%
10,613,368.1
12,390,929.5
29.3%
16.7%
31,935.9
37,284.6
29.3%
10,645,304.0
16.7%
12,428,214.2
29.3%
16.7%
14,240,255.6
15,306,351.4
14.9%
42,849.3
9.5%
46,057.2
14.9%
14,283,104.9
16,761,822.5
7.5%
67,316.6
7.5%
15,352,408.6
14.9%
46.2%
16,829,139.1
7.5%
9.6%
19,137,526.7
21,865,058.1
14.2%
76,857.5
14.2%
87,811.5
14.2%
19,214,384.3
24,965,790.6
14.3%
125,456.2
14.3%
21,952,869.6
14.2%
42.9%
25,091,246.8
14.3%
14.3%
28,338,677.7
32,025,421.7
13.5%
142,405.4
32,186,353.5
202,982.9
12.3%
18.2%
12.3%
36,148,123.3
13.0%
13.1%
12.3%
180,740.6
13.0%
13.5%
40,393,598.8
12.3%
160,931.8
13.5%
28,481,083.1
35,967,382.7
13.0%
40,596,581.7
12.3%
13.1%
12.3%
INTERNET
Paid Search
0.0
323.2
------
------
628.5
984.2
94.5%
56.6%
1,509.3
53.3%
2,873.6
90.4%
4,359.0
51.7%
5,705.5
12,348.2
30.9%
80,464.1
116.4%
551.6%
165,655.5
273,617.6
105.9%
410,482.2
65.2%
50.0%
577,997.7
780,800.5
40.8%
1,022,399.0
35.1%
1,315,192.9
30.9%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
2,358.1
6,141.1
5,656.6
5,577.3
6,037.1
8,620.7
10,170.9
12,124.1
23,970.1
42,983.0
67,068.6
97,736.4
136,236.5
182,715.2
238,773.4
303,995.6
380,057.1

46.4%
Total Internet
2,358.1
46.4%
NEWSPAPERS
1,304,582.0
160.4%
6,464.4
174.1%
1,781,938.2
58.0%
MAGAZINES
302,600.3
36.6%
425,962.0
70.7%
RADIO
126,202.7
40.8%
218,852.4
-1.4%
73.4%
-7.9%
6,285.1
-1.4%
6,561.5
-2.8%
2,426,030.9
4.4%
3,106,958.8
36.1%
529,892.9
28.1%
660,000.9
24.4%
238,178.8
8.2%
7,546.4
15.0%
3,696,270.0
19.0%
712,636.4
24.6%
279,330.7
8.8%
17.3%
8.0%
255,623.8
-8.5%
42.8%
11,494.2
52.3%
4,925,075.7
33.2%
904,628.5
26.9%
300,238.2
17.5%
18.0%
14,529.9
26.4%
6,086,254.9
23.6%
927,659.8
2.5%
237,435.7
-20.9%
19.2%
97.7%
17,829.6
36,318.3
22.7%
7,857,605.0
123,447.0
103.7%
10,194,450.4
29.1%
1,023,868.3
79.3%
239.9%
11,179,658.8
29.7%
1,250,306.4
10.4%
9.7%
1,302,142.7
22.1%
259,533.2
4.1%
264,138.1
9.3%
272,495.5
1.8%
3.2%
56.0%
45.7%
232,724.1
371,354.0
88.5%
12,818,883.4
39.4%
546,718.8
59.6%
14,708,715.6
14.7%
1,417,838.9
47.2%
16,916,082.4
14.7%
15.0%
1,540,788.2
8.9%
1,721,401.4
8.7%
293,729.2
11.7%
315,612.5
7.8%
338,412.7
7.5%
7.2%
34.1%
30.7%
760,712.9
19,321,340.1
27.3%
1,019,573.9
39.1%
21,971,763.1
14.2%
1,908,514.6
10.9%
358,553.3
2,522,228.6
9.5%
10.4%
9.4%
389,198.0
4.9%
13.8%
13.0%
2,305,232.6
376,013.0
6.0%
28,063,081.6
13.0%
10.3%
35.5%
27.8%
24,831,363.5
2,104,945.9
31.2%
1,695,250.1
30.1%
13.7%
------
25.0%
1,326,394.6
34.0%
36.9%
28.6%
399,559.3
3.5%
4.8%
2.7%
OUT-OF-HOME
Cinema
5,208.7
8,234.7
84.1%
98,965.2
58.1%
156,459.1
84.1%
Total OOH
104,173.9
58.1%
164,693.8
84.1%
TOTAL
3,521,486.1
58.1%
5,625,055.1
196.0%
59.7%
12,766.2
26,844.6
55.0%
242,557.3
110.3%
510,046.5
55.0%
255,323.5
110.3%
536,891.1
55.0%
110.3%
30.8%
667,213.5
30.8%
702,330.0
30.8%
47,816.9
36.2%
908,520.8
36.2%
956,337.7
36.2%
64,250.0
34.4%
1,220,749.1
34.4%
1,284,999.0
34.4%
32.4%
44.5%
OOH
6%
Television
41%
26.5%
30.4%
18.2%
119,587.3
56.9%
1,578,868.7
1,873,533.7
29.3%
1,679,647.6
132,956.3
18.7%
11.2%
2,082,982.5
18.7%
1,993,121.0
30.7%
11.2%
2,215,938.9
18.7%
11.2%
154,426.9
209,362.9
16.1%
2,419,354.3
16.5%
2,781,535.5
16.1%
2,573,781.2
243,806.9
35.6%
3,239,148.5
15.0%
16.5%
2,990,898.4
16.1%
3,482,955.4
16.2%
16.5%
Newspapers
20%
15.8%
9.7%
14.5%
14.6%
14.8%
RANK
Indonesia
281,917.9
15.6%
3,745,480.8
15.6%
4,027,398.7
15.6%
370,853.0
424,150.0
31.5%
4,264,809.7
5,577,744.3
14.4%
14.9%
14.4%
5,301,875.0
15.1%
18.3%
14.4%
4,877,725.0
13.9%
4,635,662.8
485,021.2
14.4%
6,062,765.5
14.4%
15.2%
14.4%
Total (IDR) (mm)
IDR
14.6%
41,880,238.3
13.6%
13.6%
12.9%

RANK
12.0%
10
Total (IDR) (bn)
7,071,125.6
797.4
18
3.4
60
10.5%
10
5.0%
31
5.5%
16
39.4
23
4,658.5
17
USD Total (bn)
Population (mm)
237.61
Population Growth
1.3%
15
Household (mm)
60.15
Household Growth
1.3%
17

Internet
1%
12.9%
USD Total (mm)
Internet
17%
14.1%
Television
52%
Newspapers
35%
19.7%
Radio OOH
7%
1%
Magazines
4%
Magazines
9%
Source:
100,778.9
7,447,016.1 10,758,123.8 13,605,938.2 17,743,078.2 20,979,093.5 25,121,588.7 29,090,742.8 31,922,822.1 36,551,341.1 41,880,238.3 48,096,817.5 54,857,602.6 62,294,312.1 70,302,187.1 79,339,466.8

Radio
7%
35,116.5
Television
73.0%
66
Internet
18.7%
65
Other Measures
Mobile
88.6%
59
Gini Coefficient
63
IRELAND
Ireland (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
184.8
197.0
204.4
188.8
236.1
260.7
290.6
329.4
310.4
225.7
220.0
224.3
238.8
253.7
268.0
262.1
276.9
4.3%
0.74 EUR : 1 USD

TELEVISION
11.4%
6.6%
3.7%
-7.6%
25.1%
10.4%
11.5%
13.4%
Pay TV
0.0
0.0
0.0
3.9
12.4
22.7
31.9
40.7
------
------
------
------
222.5%
82.4%
40.8%
27.6%
184.8
197.0
204.4
192.7
Total Television
11.4%
6.6%
3.7%
248.6
-5.7%
283.4
29.0%
322.5
14.0%
-5.8%
43.6
14.8%
39.5
7.0%
370.1
13.8%
-27.3%
-9.3%
354.0
265.2
-4.3%
-25.1%
-2.5%
2.0%
45.1
6.5%
45.9
14.0%
2.0%
265.1
270.3
-0.1%
5.7%
51.9
58.5
65.6
12.9%
12.7%
12.2%
290.7
2.0%
6.2%
7.6%
312.1
333.7
7.4%
6.9%
-2.2%
68.2
5.7%
76.8
4.0%
330.3
10.8%
12.5%
353.7
-1.0%
5.5%
7.1%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
4.0
12.0
21.0
37.1
------
------
------
------
------
------
200.0%
75.0%
76.6%
38.0
2.5%
36.4
-4.1%
41.1
48.2
54.7
61.2
12.7%
17.5%
13.3%
11.9%
65.0
71.6
6.3%
11.8%
10.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.4
2.3
3.4
4.0
4.4
4.8
5.2
------
------
------
------
------
------
------
------
------
------
------
70.1%
44.6%
19.2%
11.3%
6.8%
9.5%
46.5
44.6
53.1
53.2
56.6
58.9
61.5
0.0
0.0
0.0
0.0
5.0
15.0
30.2
49.8
------
------
------
------
------
200.0%
101.5%
64.9%
-6.8%
Total Internet
0.0
0.0
0.0
0.0
5.0
19.0
42.2
70.8
83.6
------
------
------
------
------
280.0%
122.2%
67.8%
17.9%
199.2
215.1
273.5
317.6
390.1
393.2
452.2
NEWSPAPERS
10.0%
MAGAZINES
120.7
10.0%
RADIO
55.1
10.0%
8.0%
130.3
8.0%
59.5
8.0%
27.2%
155.6
16.1%
225.4
19.4%
44.9%
55.0
72.5
-7.6%
22.8%
0.8%
212.6
258.3
-5.7%
264.2
21.5%
77.0
31.7%
15.0%
2.3%
89.7
6.2%
105.5
16.5%
17.6%
471.3
-4.0%
82.6
-1.1%
451.0
4.2%
430.3
-4.3%
270.3
-4.6%
251.6
2.3%
215.1
-6.9%
119.2
-14.5%
127.3
13.0%
104.7
6.7%
-17.7%
18.9%
0.3%
90.9
6.3%
96.6
10.0%
108.1
6.3%
400.9
12.0%
372.4
-6.8%
368.0
-7.1%
199.9
-1.2%
186.2
-7.1%
184.0
-6.8%
97.2
-1.2%
92.1
-7.2%
92.7
-5.2%
0.6%
4.1%
117.5
4.5%
127.1
8.7%
356.2
8.2%
344.1
-3.2%
179.3
-3.4%
174.4
-2.6%
91.5
-2.7%
90.8
-1.3%
-0.7%
66.0
17.6%
67.8
7.2%
135.7
5.0%
2.8%
144.6
6.8%
348.3
8.4%
6.5%
335.7
1.2%
176.5
-2.1%
-3.6%
171.4
1.2%
91.9
-1.6%
-2.9%
91.2
1.2%
-0.2%
-0.8%
OUT-OF-HOME
4.5
5.7
7.8
7.5
8.5
7.9
8.8
9.8
8.7
6.8
7.4
7.1
7.3
7.3
7.3
7.4
7.5
Cinema
12.5%
25.9%
37.4%
-3.5%
13.5%
-7.5%
11.3%
12.0%
-11.3%
-22.1%
9.2%
-4.1%
1.9%
0.6%
0.4%
1.4%
0.4%
69.1
73.8
83.4
9.8%
Total OOH
73.6
10.0%
TOTAL
633.3
6.8%
79.4
8.0%
681.4
10.4%
7.6%
86.2
13.0%
91.1
901.9

Radio
7%
1,031.8
14.0%
1,151.0
14.4%
1,309.1
11.6%
13.7%
106.2
109.0
-6.6%
116.0
-10.3%
117.8
-5.3%
1,417.7
97.8
2.7%
104.6
1.5%
1,385.2
8.3%
-11.2%
1,202.5
-2.3%
-13.2%
93.1
89.4
-4.8%
100.5
1.9%
96.5
-3.9%
1,154.4
91.1
-4.1%
98.3
-4.1%
1.9%
1,114.0
-4.0%
1,141.9
-3.5%
2.5%
RANK
Ireland
OOH
9%
Television
24%
Radio
8%
Television
41%
Magazines
17%
Internet
9%
Newspapers
20%
Newspapers
33%
91.6
92.0
0.6%
98.9
0.4%
99.3
0.6%
1,155.6
0.4%
1,169.4
1.2%
1.2%
93.3
93.6
1.4%
100.7
0.9%
0.4%
101.1
1.4%
1,183.5
0.9%
0.4%
1,197.7
1.2%
1.5%
1.2%
RANK
-3.5%
1,114.0
USD Total (mm)
1,492.8
Population (mm)
4.49
Population Growth
62
3.5%
Total (EUR) (bn)
161.6
33
USD Total (bn)
237.6
40
58
53.0
0.3%
45
Household (mm)
1.61
54
1.8%
59
Household Growth
0.6%
40

2.5%
53
-0.5%
71
34.3
41

Internet
17%
Source:
122.5
9.1%
OOH
6%
Magazines
9%
14.3%
107.4
5.0%
15.7%
113.7
10.7%
98.5
2.8%
14.4%
99.5
4.3%
93.7
14.7%
779.6
89.9
3.4%
0.9%
58
Television
98.3%
30
Internet
71.0%
27
Other Measures
Mobile
109.6%
40
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Nielsen, CSO, Central Bank, DDS
64
ITALY
Italy (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
0.74 EUR : 1 USD

TELEVISION
3,977.8
10.5%
Pay TV
91.2
3,799.8
-4.5%
102.2
------
Total Television
4,069.0
12.0%
3,902.0
13.1%
-4.1%
3,804.4
3,965.2
0.1%
4.2%
125.6
150.8
23.0%
3,930.0
20.0%
4,116.0
0.7%
4.7%
4,366.1
10.1%
177.9
18.0%
4,544.0
10.4%
4,465.9
2.3%
202.8
14.0%
4,668.7
2.7%
4,375.7
-2.0%
223.1
10.0%
4,598.8
-1.5%
4,479.0
4,593.9
2.4%
241.0
-10.7%
257.1
8.0%
4,720.0
4,101.8
2.6%
257.2
6.7%
4,851.0
2.6%
0.0%
4,359.0
2.8%
-10.1%
4,259.0
4,382.9
3.8%
4,447.8
2.9%
320.0
1.5%
368.0
24.4%
405.0
15.0%
4,579.0
10.1%
4,750.9
5.0%
4,852.8
3.8%
2.1%
4,514.8
4,560.3
1.5%
445.0
1.0%
481.0
9.9%
4,959.8
8.1%
5,041.3
2.2%
1.6%
4,606.2
4,628.9
1.0%
1.1%
0.5%
514.0
550.0
6.9%
8.4%
7.0%
5,120.2
5,178.9
1.6%
1.7%
1.1%
INTERNET
Paid Search
0.0
0.0
0.0
3.9
26.2
85.0
------
------
------
------
572.8%
225.0%
135.0
58.7%
205.0
290.0
51.9%
301.0
41.5%
3.8%
351.7
412.3
16.9%
489.6
17.2%
18.8%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
4.5
8.0
25.0
75.0
------
------
------
------
------
------
------
------
------
79.5%
212.5%
200.0%
100.0%
161.0
157.4
148.4
147.2
156.8
200.5
293.3
392.7
427.4
549.4
606.9
673.7
324.4%
Total Internet
161.0
324.4%
NEWSPAPERS
1,705.0
-2.2%
157.4
-2.2%
1,568.0
69.4%
MAGAZINES
1,201.2
-8.0%
1,256.0
14.1%
RADIO
352.0
4.6%
312.0
29.1%
-11.4%
Cinema
63.5
73.5
10.0%
15.6%
-5.7%
-0.8%
148.4
151.1
-5.7%
1,402.0
1.8%
1,312.0
-10.6%
1,153.0
-6.4%
1,165.0
-8.2%
1.0%
284.0
329.0
-9.0%
6.5%
183.0
21.1%
1,335.0
1.8%
1,169.0
0.3%
400.0
15.8%
21.6%
82.9
91.0
27.9%
285.6
56.1%
1,375.0
3.0%
1,222.0
4.5%
409.0
2.3%
46.3%
428.3
50.0%
1,373.0
-0.1%
1,296.0
6.1%
441.0
7.8%
33.9%
597.7
786.4
20.8%
1,378.0
8.6%
1,328.0
11.7%
721.9
39.6%
1,491.0
477.4
8.8%
8.9%
1,131.0
-7.6%
-17.9%
1,231.0
2.5%
878.0
-7.3%
477.0
-28.7%
437.0
8.2%
403.0
-8.4%
-7.8%
15.1%
150.0
10.5%
926.2
11.0%
1,094.2
17.8%
1,313.3
18.1%
1,109.0
20.0%
1,076.0
-1.9%
1,044.0
-3.0%
795.0
-3.0%
708.0
-9.5%
623.0
-10.9%
433.0
-12.0%
458.0
7.4%
481.0
5.8%
5.0%
568.0
16.0%
225.0
50.0%
751.5
11.5%
1,544.5
17.6%
1,023.0
658.8
16.0%
315.0
40.0%
842.2
12.1%
1,816.0
17.6%
1,013.0
-2.0%
573.0
-1.0%
538.0
-8.0%
505.0
-6.1%
528.0
5.0%
4.6%
748.3
850.6
13.6%
15.6%
13.7%
409.0
532.0
29.8%
48.0%
30.1%
963.9
1,098.9
14.4%
12.6%
14.0%
2,121.2
2,481.4
16.8%
17.8%
17.0%
1,003.0
998.0
-1.0%
-1.5%
-0.5%
517.0
496.0
-3.9%
-6.9%
-4.1%
549.0
566.0
4.0%
4.3%
3.1%
OUT-OF-HOME
199.7
205.6
27.0%
Total OOH
263.2
3.0%
279.1
22.5%
TOTAL
7,751.4
6.0%
7,474.5
25.4%
-3.6%
72.1
-1.8%
14.9%
181.4
187.2
-11.8%
3.2%
253.5
270.0
-9.2%
7,170.9
6.5%
7,343.1
-4.1%
2.4%

Radio
7%
Radio
5%
Magazines
9%
192.0
2.6%
283.0
4.8%
7,914.0
7.8%
83.0
-8.7%
199.0
3.6%
282.0
-0.3%
8,242.3
4.1%
76.2
-8.2%
197.0
-1.0%
273.2
-3.2%
8,410.2
2.0%
OOH
6%
Television
41%
9.8%
234.0
-4.4%
235.7
18.8%
254.7
0.7%
302.0
8.0%
294.0
10.6%
8,915.7
55.8
310.4
-2.6%
8,912.9
6.0%
5.6%
7,867.8
0.0%
-11.7%
56.7
57.7
1.8%
263.9
1.6%
271.1
3.6%
283.0
2.7%
320.6
4.4%
328.8
3.3%
8,162.8
58.6
1.8%
341.7
2.5%
3.9%
8,415.9
3.8%
8,655.7
3.1%
2.9%
RANK
Italy
Newspapers
13%
Television
57%
Internet
17%
59.5
60.3
1.5%
293.8
1.3%
303.3
3.8%
353.3
3.2%
363.6
3.4%
8,958.7
2.9%
9,300.0
3.5%
3.8%
61.2
62.0
1.5%
1.4%
1.3%
310.6
318.2
2.4%
3.3%
2.4%
371.9
380.2
2.3%
9,682.2
2.9%
2.2%
10,100.5
4.1%
3.7%
4.3%
RANK
3.1%
8,415.9
44
USD Total (mm)
11,277.2
Population (mm)
60.62
Population Growth
0.7%
34
Household (mm)
25.14
11
Household Growth
1.6%
12
2.8%
64
Total (EUR) (bn)
1,600.6
USD Total (bn)
2,352.9
17
38.8
17
1.2%
64
3.0%
46
1.7%
57
36.0
31

Internet
13%
Source:
58.3
-14.2%
OOH
4%
Magazines
8%
Newspapers
20%
68.0
-10.7%
Television
97.5%
41
Internet
62.0%
36
Other Measures
Mobile
154.1%
11
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Fcp Assointernet, Nielsen, Auditel, Audiweb, CsC (Centro Studi Confindustria), Sinottica Eurisko (2009.I), Istat
65
JAPAN
Japan (MM JPY)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
86.2 JPY : 1 USD

TELEVISION
1,752,078.0
1,736,136.0
13.2%
-0.9%
1,641,034.0
1,647,319.0
-5.5%
1,696,135.3
0.4%
3.0%
Pay TV
0.0
0.0
0.0
0.0
3,146.7
------
------
------
------
------
1,752,078.0
1,736,136.0
1,641,034.0
1,647,319.0
1,699,282.0
Total Television
13.2%
-0.9%
-5.5%
0.4%
3.2%
1,677,156.0
-1.1%
6,485.0
106.1%
1,683,641.0
-0.9%
1,644,375.9
-2.0%
9,679.1
49.3%
1,654,055.0
-1.8%
1,631,118.5
1,557,824.0
-0.8%
1,370,240.1
-4.5%
12,908.5
-12.0%
15,500.0
33.4%
17,400.0
20.1%
1,644,027.0
1,573,324.0
-0.6%
12.3%
1,387,640.1
-4.3%
-11.8%
1,410,632.7
1,499,480.1
2.9%
1,513,992.4
6.3%
18,636.6
1.0%
20,580.5
7.1%
21,558.0
10.4%
1,429,269.3
4.7%
1,520,060.6
3.0%
1,535,550.4
6.4%
1.0%
1,506,145.3
1,525,506.0
-0.5%
1,534,998.4
1.3%
22,221.3
23,292.8
3.1%
1,548,798.8
-0.5%
25,081.9
4.0%
1,559,227.7
1.3%
0.5%
0.2%
24,229.3
4.8%
1,528,366.6
1,538,697.0
0.6%
4.0%
3.5%
1,563,778.9
0.7%
0.6%
0.3%
INTERNET
Paid Search
0.0
0.0
1,073.7
------
------
------
6,039.6
20,707.1
462.5%
242.9%
49,516.7
139.1%
Online Video
0.0
0.0
0.0
0.0
0.0
836.1
------
------
------
------
------
------
35,237.3
41,043.4
46,487.3
56,630.5
75,826.9
116,863.5

25.1%
Total Internet
35,237.3
16.5%
41,043.4
25.1%
NEWSPAPERS
816,452.0
16.5%
788,015.0
16.3%
MAGAZINES
268,275.0
-3.5%
258,823.0
7.7%
RADIO
98,293.0
-3.5%
95,043.0
11.4%
-3.3%
13.3%
47,561.0
21.8%
62,670.0
15.9%
681,685.0
674,728.0
54.0%
669,348.0
-1.0%
247,849.0
-4.3%
87,814.0
96,534.0
31.8%
-13.5%
247,580.0
33.9%
-0.8%
245,131.0
0.1%
85,789.0
-7.6%
-1.1%
82,291.0
-2.3%
-4.1%
54.1%
167,216.3
73.2%
649,032.0
-3.0%
235,910.0
-3.8%
81,181.0
-1.3%
83,594.8
68.8%
5,000.0
498.0%
133,203.7
14.0%
221,798.5
32.6%
624,430.0
-3.8%
225,135.0
-4.6%
78,333.0
-3.5%
127,546.9
191,602.1
52.6%
225,590.8
50.2%
8,000.0
17.7%
15,000.0
60.0%
28,000.0
87.5%
178,132.3
86.7%
314,061.3
33.7%
291,209.2
76.3%
313,679.2
-7.3%
520,663.3
41.4%
544,800.0
66.0%
593,620.0
4.6%
513,437.0
-4.9%
406,386.0
-13.5%
213,187.0
-20.8%
191,819.0
-5.3%
133,107.0
-10.0%
74,220.0
-30.6%
70,803.0
-5.3%
60,628.0
-4.6%
-14.4%
267,246.2
295,694.8
18.5%
313,678.0
10.6%
50,000.0
6.1%
78,000.0
78.6%
87,775.5
56.0%
291,581.6
12.5%
284,938.6
0.1%
282,012.2
-2.3%
608,827.8
-1.0%
658,633.4
11.8%
683,465.7
8.2%
380,169.1
3.8%
384,062.0
-6.5%
378,928.9
1.0%
124,520.0
-1.3%
128,710.2
-6.5%
126,591.3
3.4%
58,586.5
-1.6%
61,269.1
-3.4%
60,440.7
4.6%
-1.4%
332,113.5
359,209.0
5.9%
387,637.4
8.2%
96,264.0
105,693.8
9.7%
114,260.3
-4.5%
58,648.3
-2.5%
-2.4%
-3.1%
58,618.4
-0.5%
-2.1%
-1.5%
117,886.5
-1.9%
58,926.0
345,954.7
-2.8%
123,479.3
-0.6%
4.9%
5.3%
351,131.1
-2.7%
125,869.4
834,903.2
5.7%
361,242.8
-2.0%
0.5%
1.0%
792,792.2
5.9%
371,323.0
292,317.1
1.5%
749,989.5
3.6%
10.1%
8.9%
289,465.0
1.9%
708,203.6
126,009.5
9.5%
285,086.7
-0.8%
7.1%
7.5%
115,689.8
9.8%
279,826.0
416,576.7
7.9%
58,750.5
-0.1%
-0.8%
0.2%
OUT-OF-HOME
Cinema
32,954.8
34,878.6
20.3%
280,900.2
5.8%
282,199.4
13.9%
Total OOH
313,855.0
0.5%
317,078.0
14.5%
TOTAL
3,284,190.3
1.0%
3,236,138.4
13.7%
-1.5%
34,020.0
33,043.6
-2.5%
261,806.0
242,319.4
-7.2%
295,826.0
275,363.0
Radio
7%
Television
41%
Magazines
9%
249,327.8
2.9%
284,946.0
-6.9%
2,993,718.0
-7.3%
3.5%
3,077,532.0
-0.3%

OOH
6%
7.8%
-7.4%
-6.7%
3,001,500.0
35,618.3
-2.9%
2.8%
38,100.3
7.0%
254,978.7
2.3%
293,079.0
2.9%
3,110,059.3
1.1%
41,564.6
9.1%
266,321.4
4.4%
307,886.0
5.1%
3,111,637.5
0.1%
41,273.0
5.7%
269,855.1
-17.4%
251,443.0
1.3%
206,077.0
-6.8%
313,785.0
-18.0%
292,716.0
1.9%
3,152,518.2
34,106.0
-6.0%
240,183.0
-6.7%
3,162,762.3
1.3%
-17.9%
2,772,744.1
0.3%
-12.3%
33,144.1
35,048.8
-2.8%
198,632.5
1.7%
208,345.7
-3.6%
210,257.6
4.9%
231,776.6
0.9%
243,394.5
-3.5%
2,833,149.3
35,657.7
5.7%
245,915.4
5.0%
1.0%
2,996,129.7
2.2%
3,030,892.4
5.8%
1.2%
RANK
Japan
OOH
Radio 8%
2%
Magazines
4%
Total (JPY) (mm)
Newspapers
13%
35,954.8
36,792.8
0.8%
210,310.8
3,092,450.3
JPY
5.8%
33
2,996,129.7
Internet
22%
3,173,896.2
1.3%
1.2%
1.3%
RANK
0.3%
70
Total (JPY) (bn)
478,616.7
5,908.8
46.5
14
-0.7%
68
2.9%
47
-0.3%
70
24.9
64
USD Total (mm)
34,737.7
USD Total (bn)
Population (mm)
127.19
Population Growth
-0.1%
60
Household (mm)
54.29
Household Growth
1.2%
19
Internet
17%
3,132,908.6
1.0%
1.2%
Newspapers
20%
256,248.6
1.2%
1.8%
0.9%
1.1%
253,252.7
1.6%
0.3%
218,067.6
1.1%
250,291.4
0.1%
1.7%
1.9%
215,771.3
1.5%
246,265.6
38,181.0
1.9%
213,498.6
0.0%
3,038,954.1
37,481.4
2.3%
Television
51%
Source:
43,929.9
Television
99.7%
Internet
75.4%
23
Other Measures
Mobile
95.8%
54
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Industrial Statistics Office, Research and Statistics Department, Economic and Industrial Policy Bureau, Ministry of Economy, Trade and Industry
66
KAZAKHSTAN
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
26.5
40.5
60.0
75.5
114.5
136.0
143.0
171.0
167.0
113.0
166.0
194.7
229.9
267.2
308.4
358.6
418.2
16.5%
30.7%
52.8%
48.1%
25.8%
Kazakhstan (MM USD)

1 USD : 1 USD
TELEVISION
51.7%
18.8%
5.1%
19.6%
-2.3%
-32.3%
46.9%
17.3%
18.1%
16.2%
15.4%
16.3%
16.6%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
Total Television
26.5
40.5
60.0
75.5
114.5
136.0
143.0
171.0
167.0
113.0
166.0
194.7
229.9
267.2
308.4
358.6
418.2
30.7%
52.8%
48.1%
25.8%
51.7%
18.8%
5.1%
19.6%
-2.3%
-32.3%
46.9%
17.3%
-----16.5%
18.1%
16.2%
15.4%
16.3%
16.6%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.3
------
------
------
------
------
------
0.6
102.0%
1.3
3.0
116.6%
122.1%
3.3
3.5
6.3
9.5
13.9
19.8
26.5
34.4
11.0%
6.0%
78.9%
51.0%
47.5%
42.0%
33.9%
29.6%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
0.0
0.1
------
------
0.2
150.3%
6.6
59.6%
90.7%
1.3
1.9
3.8
4.3
4.5
4.7
6.5
9.0
12.7
16.6
20.8
24.7
48.5%
98.3%
13.4%
3.3%
5.7%
37.8%
39.1%
40.0%
31.4%
24.9%
18.9%
0.1
0.4
0.8
150.3%
97.8%
89.9%
105.9%
58.7%
102.8%
7.7
9.0
10.4
12.6
17.0
23.1
32.3
34.7
30.0%
18.1%
15.0%
21.0%
34.9%
36.2%
39.6%
RADIO
4.1
62.3%
66.5%
------
2.5
80.9%
0.8
0.0
MAGAZINES
1.4
81.7%
89.9%
------
0.8
196.0%
0.4
Total Internet
NEWSPAPERS
0.3
213.8%
97.8%
0.1
112.8%
40.6%
0.2
1.6
2.5
6.3
7.4
8.5
10.3
13.9
18.9
26.4
30.0%
18.1%
15.0%
21.0%
34.9%
36.2%
39.6%
5.1
7.4%
28.4
7.4%
30.6%
7.3
7.8
8.3
13.0
19.3
28.0
39.0
51.4
65.7
41.7%
7.0%
6.4%
56.9%
48.0%
45.4%
39.2%
31.9%
27.7%
38.2%
30.3
12.0
15.4
17.5
20.0
23.1
26.5
30.5
35.1
-12.7%
-60.2%
28.0%
13.6%
14.2%
15.4%
14.7%
15.2%
15.2%
24.8
9.8
12.6
13.9
15.4
17.5
19.9
22.8
26.1
-12.7%
-60.2%
28.0%
10.4%
10.7%
13.5%
14.0%
14.5%
14.5%
17.0
19.4
22.2
25.5
29.0
33.5
38.6
14.0%
14.6%
14.7%
13.9%
15.4%
15.4%
4.5
5.7
7.4
12.8
16.0
19.6
22.8
32.5
28.0
17.2
30.0%
26.6%
29.6%
74.3%
24.6%
22.8%
16.4%
42.5%
-13.8%
-38.5%
-1.2%
14.9%
13.4%
14.8%
OUT-OF-HOME
Cinema

Total OOH
1.2
1.7
1.6
1.7
2.1
2.5
3.6
4.8
7.7
4.8
5.7
6.5
7.5
8.6
9.8
11.4
13.2
30.0%
41.7%
-1.1%
4.2%
20.2%
20.1%
45.6%
31.9%
62.7%
-37.9%
18.9%
14.2%
14.9%
15.0%
14.2%
15.7%
15.7%
15.1%
5.5
7.9
7.9
8.2
9.9
11.8
17.2
22.7
37.3
23.5
28.3
32.5
37.6
43.6
50.1
58.4
68.1
30.0%
41.7%
0.2%
4.2%
20.2%
20.1%
45.6%
31.9%
63.8%
-37.1%
20.6%
15.0%
15.7%
15.8%
15.0%
16.6%
16.6%
15.9%
6.7
9.5
9.5
9.9
11.9
14.3
20.8
27.5
45.0
28.3
34.0
39.0
45.1
52.2
60.0
69.8
81.3
30.0%
41.7%
0.0%
4.2%
20.2%
20.1%
45.6%
31.9%
63.6%
-37.2%
20.3%
14.8%
15.6%
15.7%
14.9%
16.4%
16.4%
TOTAL
51.6
72.2
96.0
30.4%
39.9%
32.9%
121.5

Radio
7%
Magazines
9%
43.2%
213.5
22.7%
247.8
16.1%
OOH
6%
Television
41%
174.0
26.6%
OOH
13%
Radio
7%
Internet
17%
253.3
-37.8%
34.6%
297.6
351.9
17.5%
18.3%
RANK
Television
65%
413.5
17.5%
482.7
16.8%
566.6
665.0
17.4%
17.5%
17.4%
RANK

Total (mm)
Internet
4%
188.1
1.1%
Kazakhstan
Newspapers
6%
Source:
302.3
20.7%
Magazines
5%
Newspapers
20%
299.1
15.8%
17.5%
-
297.6
13.8%
Total (bn)
147.6
147.6
47
9.5
46
6.9%
25
7.0%
16
6.6%
33.9
43
USD Total (mm)
297.6
54
USD Total (bn)
Population (mm)
15.60
37
Population Growth
0.1%
54
Household (mm)
5.57
34
Household Growth
0.1%
56

Television
99.8%
Internet
50.1%
42
Other Measures
Mobile
96.8%
53
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, United Industrial Committee of Agencies and TV Channels
67
LATVIA
Latvia (MM LVL)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
13.6
14.7
17.4
20.0
21.4
26.9
27.1
32.8
34.7
14.9%
18.2%
15.1%
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
20.7
21.7
22.4
22.9
23.5
24.4
25.2
26.1
3.2%
0.53 LVL : 1 USD

TELEVISION
8.1%
6.7%
25.8%
0.9%
20.9%
5.8%
-40.3%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
Total Television
13.6
14.7
17.4
20.0
21.4
26.9
27.1
32.8
34.7
14.9%
18.2%
15.1%
8.1%
6.7%
25.8%
0.9%
20.9%
20.8
5.8%
-40.2%
4.8%
0.1
3.0%
2.5%
2.4%
3.7%
3.5%
3.6%
0.2
0.2
0.2
0.2
0.3
0.4
162.8%
44.5%
2.5%
46.8%
3.7%
24.5%
30.0%
21.8
22.5
25.5
26.5
5.1%
23.1
3.2%
2.5%
23.7
24.6
2.8%
3.7%
3.7%
20.3%
3.3%
4.0%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.5
------
------
------
------
------
------
------
------
2.1
368.6%
2.0
2.1
2.6
3.1
3.5
4.0
4.5
5.0
-5.8%
3.9%
23.6%
20.2%
13.3%
13.6%
13.0%
11.8%
14.3%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
0.1
0.2
0.3
0.4
------
------
------
------
------
------
------
------
------
------
------
------
55.8%
54.9%
63.1%
44.8%
35.0%
0.0
0.0
0.0
0.0
0.3
0.5
------
------
------
------
------
57.3%
3.3
543.4%
5.9
8.5
5.8
6.2
6.7
7.2
7.6
8.1
8.5
9.0
80.5%
44.2%
-31.6%
7.3%
7.4%
7.6%
5.9%
5.7%
5.7%
5.2%
Total Internet
0.0
0.0
0.0
0.0
0.3
0.5
6.3
10.6
7.8
8.3
9.3
10.4
------
------
------
------
------
57.3%
543.4%
94.4%
67.4%
-26.4%
6.4%
12.0%
11.3%
12.3
13.2
14.6
15.3
17.0
19.3
18.9
20.7
11.2%
13.8%
NEWSPAPERS
-0.4%
MAGAZINES
RADIO
7.1%
4.3%
-1.9%
9.2%
1.8
2.3
3.2
3.6
4.5
5.0
11.2
16.3
13.2%
24.7%
38.3%
13.9%
25.3%
11.1%
121.6%
45.4%
0.8
11.1%
3.3
47.9%
2.4
191.0%
3.1
2.7
3.2
4.0
25.2%
-10.7%
16.4%
26.0%
8.5
112.6%
50.4%
9.8
14.5%
11.2
12.2
8.4%
8.8%
13.3
6.0%
14.3
8.6%
9.0%
8.0%
17.7
7.5
6.0
5.8
5.6
5.7
5.8
6.0
6.2
-14.6%
-57.3%
-20.8%
-3.3%
-2.7%
0.9%
2.9%
2.8%
2.8%
15.6
-4.3%
10.6
8.6%
1.3%
5.8
4.9
4.9
4.9
5.1
5.4
5.6
5.9
-62.7%
-15.1%
-1.3%
0.7%
4.0%
5.0%
5.0%
5.0%
3.9%
6.5
5.2
5.2
5.3
5.5
5.8
6.1
6.4
-38.5%
-20.3%
0.9%
0.9%
4.0%
5.0%
5.0%
5.0%
4.0%
OUT-OF-HOME
Cinema
0.0
------

Total OOH
0.1
212.0%
0.1
0.2
0.3
0.4
0.5
0.6
0.6
0.3
0.3
0.3
0.3
0.3
0.3
0.3
0.3
38.4%
32.1%
59.6%
20.8%
41.9%
3.5%
-0.2%
-43.9%
-13.9%
-1.0%
-1.1%
4.0%
5.0%
5.0%
5.0%
3.6%
0.7
1.2
1.5
1.9
3.1
3.6
6.4
8.0
9.5
5.9
5.4
5.5
5.6
5.8
6.1
6.4
6.7
65.3%
88.8%
21.7%
29.0%
59.6%
16.6%
78.6%
24.2%
19.2%
-38.0%
-8.1%
1.2%
1.2%
4.0%
5.0%
5.0%
5.0%
4.0%
0.7
1.3
1.7
2.1
3.4
4.0
7.0
8.6
10.1
6.2
5.7
5.8
5.8
6.1
6.4
6.7
7.0
74.0%
95.0%
23.0%
29.3%
59.6%
17.0%
75.1%
22.6%
17.9%
-38.3%
-8.4%
1.1%
1.1%
4.0%
5.0%
5.0%
5.0%
TOTAL
29.3
34.0
39.9
43.8
49.8
59.7
76.0
94.4
99.2
16.0%
17.5%
13.7%
20.0%
27.3%
24.2%
9.3%
9.6%

Radio
7%
OOH
6%
Television
41%
Magazines
9%
-44.9%
51.9
-5.0%
53.5
55.1
3.0%
3.0%
RANK
Latvia
OOH
11%
Radio
10%
Television
42%
Magazines
9%
57.3
60.2
4.0%
5.0%
Internet
17%
Internet
17%
66.3
5.0%
4.4%
5.0%
RANK
3.0%
Total (LVL) (mm)
53.5
LVL
45
4.0%
Total (LVL) (bn)
13.1
52
USD Total (mm)
99.7
63
USD Total (bn)
24.4
63
Population (mm)
2.25
69
10.9
39
-0.3%
67
Household (mm)
0.84
64
10.5%
11
Household Growth
0.1%
55

6.5%
19
0.9%
68
35.7
36
Population Growth
Newspapers
11%
63.2
Newspapers
20%
Source:
54.7
5.1%
4.0%
Television
98.5%
28
Internet
66.9%
31
Other Measures
Mobile
103.7%
46
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, TNS, Latvian Advertising Association
68
LEBANON
Lebanon (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
26.2
28.9
26.3
23.7
24.0
23.9
43.8%
10.4%
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
20.1
29.5
44.4
54.0
61.1
67.7
71.8
74.9
77.9
80.8
83.6
4.3%
-15.7%
46.9%
50.3%
21.7%
13.2%
10.7%
1 USD : 1 USD
TELEVISION
-9.0%
-9.7%
1.1%
-0.5%
6.0%
4.4%
3.9%
3.7%
3.6%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
Total Television
26.2
28.9
26.3
23.7
24.0
23.9
20.1
29.5
44.4
54.0
61.1
67.7
71.8
74.9
77.9
80.8
83.6
43.8%
10.4%
-15.7%
46.9%
50.3%
21.7%
13.2%
10.7%
-9.0%
-9.7%
1.1%
-0.5%
6.0%
4.4%
3.9%
3.7%
-----4.3%
3.6%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
0.0
0.8
314.8%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------

Total Internet
0.0
0.0
0.0
0.0
0.0
31.0%
-0.2%
22.0%
29.9%
94.9%
0.0
0.0
0.0
0.0
0.0
31.0%
-0.2%
22.0%
29.9%
94.9%
NEWSPAPERS
23.9
28.2
25.1
23.3
12.5%
18.0%
-11.1%
MAGAZINES
RADIO
-7.2%
0.1
0.1
453.5%
55.4%
0.1
0.1
0.3
0.8
113.5%
117.4%
0.0
151.5%
2.2
145.4%
4.5
178.6%
0.8
106.4%
5.9
7.8
10.0
12.6
40.3%
32.7%
28.0%
25.8%
35.8%
0.1
0.1
0.2
0.2
0.3
0.4
98.8%
59.1%
45.3%
39.5%
35.3%
32.1%
41.9%
7.9
10.6
13.2
16.1
19.4
23.0
75.6%
33.9%
24.5%
22.2%
20.4%
18.5%
23.8%
10.7
14.9
19.3
24.2
29.7
36.0
121.5%
151.6%
259.6%
109.6%
70.4%
39.2%
29.1%
25.5%
23.0%
21.1%
31.3
28.0
25.5
24.8
28.8
34.0
35.4
37.2
38.9
41.3
44.0
46.9
50.0
34.4%
-10.6%
16.4%
17.9%
6.8
7.5
7.9
7.6
8.6
8.9
7.7
8.3
9.8
12.5
10.8%
9.1%
5.9%
-4.2%
13.7%
2.7%
-13.1%
7.5%
18.1%
28.0%
3.6
3.8
3.7
4.0
5.2
4.9
5.3
4.6
7.5
11.0
-8.6%
5.6%
-1.2%
7.2%
28.3%
-5.8%
10.1%
-14.2%
62.7%
47.5%
6.3
4.2
54.1%
55.4%
-3.0%
3.0
2.7
56.4%
453.5%
-8.7%
0.3
1.7
1500.4%
4.2%
13.1
4.9%
11.8
7.1%
5.1%
4.5%
13.9
14.5
5.8%
6.1%
15.7
4.9%
12.8
13.4
8.4%
6.6%
16.9
7.9%
14.4
4.6%
7.8%
15.5
7.9%
7.8%
6.6%
18.2
27.4%
6.1%
6.6%
19.6
7.8%
16.7
7.2%
7.8%
18.0
7.8%
7.2%
7.8%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
1.0
1.0
1.1
1.3
2.1
2.3
2.6
2.8
3.0
3.3
3.5
3.8
------
------
------
------
------
------
-2.4%
8.7%
17.5%
63.1%
12.7%
12.5%
7.9%
7.9%
7.8%
7.8%
7.8%
9.5
9.4
13.4
15.6
17.1
19.2
23.9
39.0
43.9
49.4
19.7%
-1.1%
42.8%
16.7%
17.5%
63.1%
12.7%
12.5%
25.1
41.0
46.2
52.0
17.5%
63.1%
12.7%
12.5%

9.5
9.4
13.4
15.6
Total OOH
19.7%
-1.1%
42.8%
16.7%
TOTAL
70.0
77.7
76.4
74.2
21.8%
11.1%
-1.7%
-2.9%

Radio
7%
9.7%
17.1
9.7%
86.2
16.1%
-2.4%
20.2
19.7
18.0%
-2.4%
85.8
78.5
-0.4%
-8.5%
20.3
8.7%
21.4
8.7%
88.9
116.4
13.2%
155.5
31.0%
173.9
33.6%
11.8%
53.3
56.1
OOH
27%
Total (mm)
Television
35%
Radio
7%
Newspapers
20%
209.6
11.7%
RANK
7.8%
65.2
7.9%
226.1
7.9%
11.7%
-
14
194.2
7.8%
243.8
7.9%
7.8%
Newspapers
19%
Internet
5%
72.0
7.8%
70.3
7.8%
7.8%
75.8
7.8%
262.7
7.8%
7.8%
283.1
7.8%
7.8%
7.8%
RANK
8.7%
Total (bn)
42.5
24
194.2
60
USD Total (bn)
42.5
59
Population (mm)
3.96
63
10.7
40
Population Growth
1.3%
16
Household (mm)
0.95
63
8.2%
17
Household Growth
1.3%
18

8.7%
11
3.5%
24
------
------
Magazines
7%
66.8
USD Total (mm)
Internet
17%
60.5
7.9%
194.2
62.0
7.9%

Television
41%
57.5
7.9%
Lebanon
OOH
6%
Magazines
9%
Source:
18.7
12.1%
7.8%
Television
99.3%
12
Internet
45.0%
46
Other Measures
Mobile
40.2%
67
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Ipsos-Stat, Central Bank of Beirut, Ministry of Commerce and Economics
69
LITHUANIA
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
68.0
75.0
96.0
109.0
146.0
155.0
187.0
227.0
231.0
145.0
136.1
152.4
160.6
170.8
182.5
195.5
208.4
6.5%
-50.4%
10.3%
28.0%
Lithuania (MM LTL)

2.61 LTL : 1 USD
TELEVISION
13.5%
33.9%
6.2%
20.6%
21.4%
1.8%
-37.2%
-6.1%
12.0%
5.3%
6.4%
6.9%
7.1%
6.6%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
Total Television
68.0
75.0
96.0
109.0
146.0
155.0
187.0
227.0
231.0
145.0
136.1
152.4
160.6
170.8
182.5
195.5
208.4
-50.4%
10.3%
28.0%
13.5%
33.9%
6.2%
20.6%
21.4%
1.8%
-37.2%
5.3%
6.4%
6.9%
7.1%
-----6.5%
-6.1%
12.0%
6.6%
7.0
9.1
11.1
14.0
16.7
20.0
22.9
26.6
-6.0%
29.7%
21.8%
25.4%
19.6%
19.6%
14.7%
16.1%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.2
------
------
------
------
------
------
------
------
7.5
509.4%
19.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.2
0.3
0.5
1.0
1.7
2.7
------
------
------
------
------
------
------
------
------
------
------
------
62.6%
74.1%
93.2%
63.4%
59.5%
4.6
8.0
12.0
16.0
30.0
13.0
15.1
16.0
16.9
18.9
20.9
23.0
25.3
24.3%
73.9%
50.0%
33.3%
87.5%
-56.8%
16.4%
12.1%
10.5%
4.6
8.0
12.0
17.2
37.5
20.0
24.2
27.4
31.1
36.2
41.9
47.6
54.6
24.3%
73.9%
50.0%
43.6%
117.6%
-46.7%
21.1%
13.0%
13.8%
16.1%
15.9%
13.5%
14.9%
72.0
62.1
62.7
63.0
64.0
65.8
68.2
70.5
-46.7%
-13.7%
0.0
0.0
1.5
------
------
------
Total Internet
0.0
0.0
1.5
------
------
------
69.0
74.0
NEWSPAPERS
66.0
-34.0%
4.5%
MAGAZINES
23.0
26.0
76.9%
13.0%
RADIO
17.0
17.7
21.4%
4.1%
3.7
146.7%
3.7
146.7%
80.0
7.2%
8.1%
28.0
7.7%
18.0
1.7%
100.0
25.0%
106.0
6.0%
120.0
13.2%
124.0
3.3%
135.0
8.9%
33.0
38.0
44.0
53.0
63.5
70.0
36.0
31.8
17.9%
15.2%
15.8%
20.5%
19.8%
10.2%
-48.6%
-11.5%
19.0
25.0
25.5
28.0
34.0
39.0
28.0
25.7
21.4%
14.7%
-28.1%
5.6%
31.6%
2.0%
9.8%
-8.4%
6.4%
1.0%
34.1
5.2%
0.4%
34.1
7.0%
26.5
0.2%
27.2
3.0%
2.9%
1.7%
35.0
2.8%
36.1
2.5%
28.4
3.1%
29.9
4.4%
5.1%
9.8%
3.5%
37.7
70.1%
9.6%
10.3%
14.8%
2.4%
3.4%
39.3
4.4%
31.4
2.9%
4.3%
33.1
5.3%
4.6%
5.3%
OUT-OF-HOME
Cinema
0.4
0.4
0.5
0.5
0.6
0.7
0.9
1.0
1.1
1.1
1.0
1.0
1.0
1.0
1.0
1.0
1.0
-2.5%
-6.8%
13.4%
9.3%
24.0%
18.4%
19.9%
11.7%
12.8%
0.0%
-8.4%
3.0%
0.0%
0.0%
0.0%
0.0%
0.0%
20.6
24.4
29.2
31.5
36.1
23.1
24.0%
18.4%
19.9%
14.5%
-36.1%
21.2
25.1
30.1
24.0%
18.4%
19.9%
12.6
9.6
15.7
19.0%
-23.6%
64.0%
Total OOH
13.0
10.0
16.2
18.2%
-23.1%
62.0%
TOTAL
187.0
197.7
-32.0%
5.7%
16.6
5.4%
17.1
5.6%
233.7
261.8
18.2%
12.0%

Radio
7%
334.8
27.9%
363.6
8.6%
430.1
18.3%
OOH
6%
Radio
8%
Television
41%
8.0%
498.2
15.8%
37.2
24.2
14.5%
-35.0%
549.7
325.2
10.3%
-40.8%
-7.2%
22.4
-7.3%
302.4
-7.0%
22.5
23.2
5.2%
23.6
Television
47%
2.9%
24.2
5.1%
326.6
2.7%
340.2
8.0%
RANK
Lithuania
Magazines
9%
4.2%
24.2
25.4
4.4%
25.2
5.1%
26.5
4.2%
359.6
4.9%
382.7
5.7%
6.4%
Internet
17%
Internet
8%
28.2
5.3%
27.8
4.6%
5.3%
29.2
5.1%
408.1
4.4%
5.1%
435.2
6.6%
5.9%
6.6%
RANK
6.1%
Total (LTL) (mm)
320.9
LTL
30
4.7%
Total (LTL) (bn)
98.8
46
USD Total (mm)
122.9
61
USD Total (bn)
38.1
61
Population (mm)
3.30
68
11.6
37
-0.6%
71
Household (mm)
1.36
58
7.5%
21
Household Growth
0.0%
58

7.0%
16
1.3%
62
35.8
34
Population Growth
Newspapers
19%
26.8
Newspapers
20%
Source:
32.5
21.4
OOH
7%
Magazines
11%
7.9%
0.0%
Television
99.1%
18
Internet
66.0%
33
Other Measures
Mobile
------
------
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, TNS Gallup Lithuania
70
MALAYSIA
Malaysia (MM MYR)
2000A
2001A
2002A
2003A
2004A
2005A
703.1
657.6
687.9
745.7
980.7
981.5
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
3.14 MYR : 1 USD

TELEVISION
20.9%
Pay TV
92.3
24.5%
Total Television
795.3
-6.5%
88.8
-3.7%
746.4
21.3%
-6.2%
4.6%
95.6
7.6%
783.5
5.0%
8.4%
103.6
8.4%
849.4
8.4%
31.5%
124.9
20.6%
1,105.6
30.2%
1,092.7
0.1%
11.3%
132.6
163.3
6.1%
23.2%
1,114.0
1,255.9
0.8%
12.7%
1,348.8
1,629.5
23.4%
180.4
13.9%
207.6
10.5%
1,529.2
1,855.9
20.8%
234.1
15.0%
1,837.1
12.8%
2,090.0
2,146.6
2,484.0
15.7%
2,827.6
15.7%
277.1
13.8%
316.8
18.4%
360.8
14.3%
2,423.7
13.9%
2,800.8
3,188.3
3,212.5
13.6%
411.4
14.0%
3,624.0
3,649.5
4,130.2
13.6%
4,670.9
13.2%
466.2
527.8
13.3%
597.2
13.2%
4,115.7
13.5%
13.1%
13.5%
13.2%
4,658.0
5,268.2
13.5%
21.8%
20.1%
13.8%
16.0%
15.6%
13.8%
13.7%
13.6%
13.2%
13.1%
9.6
15.9
19.9
25.9
32.6
39.8
47.8
56.8
66.8
77.8
65.5%
25.3%
30.2%
25.9%
21.8%
20.2%
18.8%
17.6%
16.5%
INTERNET
Paid Search
0.0
0.0
0.0
0.2
------
------
------
------
0.9
359.4%
1.6
4.8
80.8%
203.4%
102.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
------
------
------
------
------
------
------
------
------
------
0.0
0.0
0.0
1.4
------
------
------
------
Total Internet
0.0
0.0
0.0
1.6
------
------
------
------
1,586.3
1,645.9
1,860.2
2,011.8
NEWSPAPERS
26.9%
MAGAZINES
111.5
26.0%
RADIO
86.7
19.8%
3.8%
155.2
39.2%
101.7
17.4%
13.0%
134.4
-13.4%
122.5
20.4%
8.1%
135.2
0.6%
129.6
5.8%
5.4
287.8%
6.2
296.3%
2,269.3
12.8%
140.6
4.0%
146.2
12.8%
0.2
1.2
5.4
8.3
12.1
17.0
23.2
179.1%
560.5%
358.3%
52.6%
45.6%
40.4%
36.7%
9.4
13.9
20.6
28.3
33.0
46.4
61.7
76.2
95.4
75.2%
47.3%
48.2%
37.4%
16.8%
40.4%
33.1%
23.4%
25.2%
11.0
18.6
30.2
44.2
53.0
72.5
95.5
76.0%
69.5%
61.9%
46.4%
20.0%
36.7%
31.8%
2,361.1
2,334.6
4.0%
-1.1%
136.5
132.3
-3.0%
-3.0%
152.7
173.2
4.5%
2,605.5
2,822.7
11.6%
141.2
120.2
-6.0%
204.9
18.3%
4.0%
132.7
6.7%
13.4%
2,937.0
8.3%
-9.4%
247.6
311.8
19.0%
3,207.8
121.4
27.1%
3,484.9
9.2%
3,729.3
8.6%
122.4
7.0%
122.7
1.8%
119.6
0.2%
357.2
-2.5%
407.3
457.7
20.8%
25.9%
14.6%
14.0%
12.4%
151.5
24.8%
3,984.4
117.7
513.9
12.3%
273.5
21.6%
4,252.3
4,811.5
6.4%
107.0
94.7
-4.7%
576.8
-5.0%
-7.1%
646.3
12.2%
6.7%
6.3%
101.9
-6.5%
23.4%
20.6%
4,526.1
6.7%
22.8%
20.6%
226.9
23.1%
-4.3%
172.5
21.6%
186.6
6.8%
114.5
143.1
23.3%
81.2%
724.0
12.0%
12.2%
12.0%
OUT-OF-HOME
Cinema
8.1
9.6
8.2
24.9
29.4
35.5
43.2
51.0
45.3
56.5
68.9
79.3
93.6
0.3%
18.4%
-14.5%
203.1%
18.3%
20.8%
21.4%
18.2%
-11.2%
24.7%
22.0%
15.1%
17.9%
22.1
24.0
66.9
69.0
77.9
20.6
9.2%
Total OOH
7.4%
28.7
31.7
6.6%
TOTAL
2,608.4
10.5%
2,680.9
24.6%
2.8%

Radio
7%
OOH
6%
Television
41%
8.9%
32.2
1.8%
2,932.8
9.4%
178.4%
91.8
184.7%
3,219.3
9.8%
98.4
7.2%
3,766.4
17.0%
107.9
12.9%
38.5%
113.4
151.1
15.3%
33.2%
3,888.8
4,065.8
3.2%
4.6%
Magazines
2%
Radio
6%
Magazines
9%
112.4
122.3
4.2%
163.4
13.4%
167.6
8.2%
4,674.5
138.7
8.8%
195.2
2.6%
5,251.9
15.0%
16.4%
5,707.2
12.4%
8.7%
168.1
200.5
21.2%
237.0
15.4%
279.9
21.4%
6,420.6
231.4
19.3%
325.0
18.1%
16.1%
7,191.1
12.5%
7,941.3
12.0%
10.4%
RANK
Malaysia
OOH
4%
Television
39%
15.5%
268.1
15.8%
376.2
15.8%
8,764.4
10.4%
124.4
310.1
Internet
17%
Internet
1%
409.8
15.0%
434.5
574.6
15.1%
15.5%
14.9%
10,659.4
10.4%
15.4%
14.9%
500.1
15.5%
15.8%
14.8%
356.5
15.7%
9,672.8
164.9
15.5%
11,746.5
10.2%
10.3%
10.2%
RANK
12.0%
Total (MYR) (mm) MYR
7,191.1
USD Total (mm)
2,288.3
Population (mm)
28.71
Population Growth
12
8.0%
Total (MYR) (bn)
804.3
29
USD Total (bn)
276.9
33
30
9.6
45
1.7%
10
Household (mm)
6.30
32
7.5%
20
Household Growth
1.7%
10

7.5%
14
2.1%
47
37.9
26
Newspapers
48%
143.6
15.1%
Newspapers
20%
Source:
3.0%
108.1
27
Television
91.0%
61
Internet
69.0%
28
Other Measures
Mobile
121.7%
30
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations , Malaysia Statistics Bureau
71
MEXICO
Mexico (MM MXN)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
12.5 MXN : 1 USD

TELEVISION
18,357.6
18,979.8
21.1%
Pay TV
4,724.8
14.0%
Total Television
23,082.4
3.4%
4,100.2
-13.2%
23,080.0
19.6%
0.0%
15,251.7
16,001.3
-19.6%
5,169.5
5,525.1
26.1%
20,421.2
16,785.6
4.9%
4.9%
6,293.2
6.9%
21,526.4
-11.5%
13.9%
23,078.7
5.4%
7.2%
18,254.4
20,998.7
8.8%
7,934.5
15.0%
7,045.6
26.1%
26,188.8
-11.2%
28,044.3
13.5%
7.1%
22,200.4
22,622.9
5.7%
4,877.1
5,137.0
-30.8%
27,077.5
23,085.0
1.9%
2.0%
5,122.5
5.3%
27,760.0
-3.4%
-0.3%
28,207.5
2.5%
1.6%
23,858.9
23,995.6
3.4%
5,922.2
5.5%
6,144.2
15.6%
29,781.1
25,313.1
0.6%
6,783.9
3.7%
10.4%
30,139.8
5.6%
32,097.0
1.2%
6.5%
26,949.9
28,443.6
6.5%
7,550.7
11.3%
34,500.6
29,895.3
5.5%
8,322.2
36,765.8
9,995.4
9.6%
39,020.5
6.6%
5.5%
5.1%
9,125.2
10.2%
7.5%
31,418.0
5.1%
10.2%
9.5%
41,413.4
6.1%
6.6%
6.1%
INTERNET
Paid Search
36.3
8.0%
46.7
54.3
28.7%
16.4%
54.0
41.6
-0.5%
-22.9%
44.6
7.2%
65.3
154.6
323.0
46.3%
136.7%
109.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
2.0
------
------
------
------
------
------
------
------
------
50.2
58.4
64.6
92.3
129.9
176.0
274.1
419.1
550.9
16.3%
10.6%
42.8%

8.0%
Total Internet
86.5
105.1
8.0%
NEWSPAPERS
3,832.4
6.0%
MAGAZINES
1,585.2
21.5%
2,979.4
-22.3%
1,604.0
14.0%
RADIO
10,199.3
7.4%
1.2%
4,076.4
-60.0%
118.9
146.3
13.2%
2,432.7
2,275.8
17.3%
2,114.1
-6.4%
1,001.3
-34.1%
3,340.6
171.6
23.0%
-18.4%
1,056.3
40.8%
-7.1%
1,352.9
-5.2%
5,107.4
-18.1%
52.9%
79.0
35.1%
4,789.4
-6.2%
35.5%
55.7%
220.7
339.4
28.6%
2,592.9
53.8%
2,823.9
22.7%
1,863.7
8.9%
2,053.5
37.8%
6,079.9
10.2%
6,596.8
26.9%
8.5%
52.9%
2,278.5
1,687.9
-14.0%
4,697.0
-7.7%
1,105.1
1,228.7
1,360.8
1,502.0
11.2%
10.2%
13.7%
11.2%
10.8%
10.4%
19.2
22.0
25.2
28.6
32.2
36.2
36.1%
14.3%
14.9%
13.5%
12.6%
12.2%
590.9
690.9
1,570.1
-31.1%
1,015.0
-39.9%
3,843.6
-22.8%
971.6
64.1%
14.1
2.7%
-4.5%
881.9
77.0%
176.2%
899.6
-6.9%
537.3
156.8%
7.2%
52.7%
-13.4%
6,087.6
5.1
875.9
69.0%
1,766.9
-6.0%
31.5%
573.6
2,446.8
303.6
-18.2%
789.9
16.9%
939.9
14.3%
1,242.3
19.0%
1,690.9
38.1%
1,933.5
36.1%
1,605.6
14.3%
1,653.7
2.3%
1,718.5
3.0%
1,023.7
3.9%
1,054.5
0.9%
1,101.8
3.0%
3,628.7
4.5%
3,819.8
-5.6%
3,983.0
5.3%
4.3%
1,090.9
16.1%
2,221.2
14.9%
1,801.3
1,263.0
4,189.8
2,041.1
4.1%
1,213.9
1,313.4
4.0%
4,368.9
4.5%
4.0%
4,534.7
4.3%
4.3%
4.1%
1,263.0
4.5%
13.5%
12.2%
1,961.3
4.6%
5.2%
3,185.4
12.6%
1,883.8
15.8%
14.0%
2,837.9
13.5%
5.4%
1,647.2
14.4%
2,520.3
4.8%
1,161.5
1,444.9
15.8%
13.5%
4,704.2
3.8%
4.3%
3.7%
OUT-OF-HOME
Cinema
64.5
83.5
71.9
44.3%
29.5%
-13.9%
1,548.0
1,587.0
7.1%
Total OOH
1,612.5
2.5%
1,670.5
8.2%
TOTAL
40,398.3
14.2%
3.6%
33,515.4
-17.0%
1,365.8
1,500.2
-13.9%
1,437.7
1,579.1
31,636.2
-14.0%
Magazines
9%
25.8%
2,008.4
27.2%
33,515.1
9.8%
5.9%
141.5
210.0
17.4%
2,216.8
48.4%
2,790.1
17.4%
2,358.3
25.9%
3,000.1
17.4%
39,304.4
27.2%
42,858.0
17.3%
9.0%
OOH
6%
Television
41%
1,887.9
9.8%

Radio
7%
52.6%
9.8%
-13.9%
28,807.3
120.5
9.8%
Radio
9%
259.5
25.7%
3,036.2
2,983.9
8.8%
3,300.2
-13.4%
2,347.7
-1.7%
3,243.4
10.0%
41,252.5
224.7
-1.7%
-21.3%
2,572.4
-1.7%
40,542.7
-3.7%
-20.7%
38,108.2
-1.7%
-6.0%
234.7
252.3
4.4%
2,421.3
8.1%
2,524.5
3.1%
2,730.1
4.3%
2,656.0
8.1%
2,776.8
3.2%
39,937.4
272.8
7.5%
3,003.0
4.5%
8.1%
41,135.5
4.8%
43,836.7
3.0%
6.6%
RANK
Mexico
OOH
7%
Magazines
3%
Newspapers
4%
Internet
4%
297.8
324.0
9.1%
2,979.5
47,151.6
50,299.1
Internet
17%
53,438.5
8.2%
7.7%
56,773.8
6.2%
6.7%
6.2%
RANK
3.0%
Total (MXN) (mm) MXN
41,135.5
USD Total (mm)
3,271.2
Population (mm)
109.71
Population Growth
45
5.6%
39
Total (MXN) (bn)
13,723.0
22
USD Total (bn)
1,102.2
15
10.0
44
1.0%
25
Household (mm)
24.60
12
5.1%
35
Household Growth
1.0%
27

0.6%
66
3.2%
27
48.1

Television
73%
4,116.3
7.7%
6.7%
8.2%
7.7%
3,821.1
8.2%
7.6%
3,736.1
7.7%
3,546.3
8.5%
8.3%
3,470.1
8.2%
9.1%
380.2
8.3%
3,222.3
9.1%
3,277.2
351.0
8.8%
Newspapers
20%
Source:
264.0
Television
95.1%
52
Internet
30.0%
57
Other Measures
Mobile
89.9%
56
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, ITU
72
MOROCCO
Morocco (MM MAD)
2000A
2001A
2002A
2003A
2004A
2005A
548.7
650.0
584.0
579.5
784.0
936.8
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
8.48 MAD : 1 USD

TELEVISION
1.3%
18.5%
-10.2%
-0.8%
35.3%
1,103.4
19.5%
17.8%
1,363.3
1,568.8
23.6%
1,597.1
15.1%
1.8%
1,781.4
1,904.3
11.5%
2,032.1
6.9%
6.7%
2,171.0
2,301.1
6.8%
6.0%
2,437.5
2,580.2
5.9%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
548.7
650.0
584.0
579.5
784.0
936.8
1,103.4
1,363.3
1,568.8
1,597.1
1,781.4
1,904.3
2,032.1
2,171.0
2,301.1
2,437.5
2,580.2
Total Television
1.3%
18.5%
-10.2%
-0.8%
35.3%
19.5%
17.8%
23.6%
15.1%
1.8%
11.5%
6.9%
6.7%
6.8%
6.0%
6.3%
5.9%
5.9%
-----6.3%
5.9%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
10.0
------
------
------
------
------
------
------
------
30.0
68.9
200.0%
129.6%
112.2
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.9
1.6
------
------
------
------
------
------
------
------
------
------
71.1%
116.1
0.1
0.1
0.1
0.2
0.4
7.9%
7.5%
8.1%
47.9%
93.7%
Total Internet
0.1
0.1
0.1
0.2
0.4
7.9%
7.5%
8.1%
47.9%
93.7%
NEWSPAPERS
248.4
298.1
0.0%
MAGAZINES
137.4
20.0%
164.9
0.0%
RADIO
88.7
20.0%
106.4
0.0%
20.0%
256.3
311.1
-14.0%
141.8
21.4%
140.0
-14.0%
91.5
-1.2%
104.9
-14.0%
14.6%
357.1
14.8%
164.1
17.2%
113.6
8.3%
2.5
567.9%
2.5
10.0
35.0
85.0
300.0%
250.0%
142.9%
10.0
45.0
567.9%
300.0%
350.0%
155.6%
420.0
495.6
612.0
747.1
17.6%
18.0%
122.0
102.0
-25.7%
-16.4%
110.7
114.2
-2.5%
3.2%
36.5%
115.0
23.5%
185.9
61.6%
846.1
22.1%
117.0
13.2%
120.0
14.7%
141.0
2.6%
189.2
17.5%
377.1
65.6%
438.1
160.5
62.9%
3.5
118.7%
151.2
183.7
30.3%
937.0
154.5
14.2%
10.8
19.9
32.1
48.2
64.5%
84.4%
61.7%
50.0%
173.8
5.2%
500.5
16.2%
6.6
88.5%
7.5%
162.6
9.6%
6.9%
549.5
603.3
9.8%
26.1%
22.3%
1,078.2
7.0%
511.3
23.7%
25.7%
1,002.5
10.7%
418.1
25.4%
436.8
31.2%
338.1
26.1%
17.8%
347.6
42.6%
269.7
33.2%
216.5
21.5%
265.0
99.3%
213.8
43.1%
9.8%
258.5
19.4%
538.9
23.4%
1,159.4
304.5
17.8%
662.5
22.9%
1,246.6
7.5%
185.8
7.5%
198.5
6.9%
656.0
6.8%
713.2
8.7%
8.7%
353.2
69.2%
404.5
16.0%
17.1%
14.5%
803.4
964.0
21.3%
22.6%
20.0%
1,340.2
1,440.6
7.5%
7.5%
7.5%
212.0
226.4
6.8%
6.8%
6.8%
775.4
843.0
8.7%
8.9%
8.7%
OUT-OF-HOME
Cinema
7.5
9.0
7.7
9.4
8.7
10.4
12.0
10.5
8.6
11.9
13.4
------
20.0%
-14.0%
22.1%
-7.8%
20.5%
15.2%
-13.1%
-18.2%
39.7%
12.3%
365.6
438.8
-2.0%
Total OOH
373.1
20.0%
447.7
0.0%
TOTAL
1,396.3
20.0%
1,667.2
0.5%
19.4%
377.3
460.7
-14.0%
385.0
22.1%
470.1
-14.0%
1,458.8
22.1%
1,605.9
-12.5%
10.1%

Radio
7%
424.9
-7.8%
433.6
-7.8%
1,852.7
15.4%
589.7
20.5%
15.2%
522.4
601.7
20.5%
15.2%
2,114.5
2,427.0
14.1%
14.8%
684.7
1,029.4
16.1%
695.1
1,038.0
15.5%
3,021.6
1,182.9
50.4%
14.9%
1,194.8
49.3%
3,966.0
24.5%
15.1%
4,403.0
31.3%
11.0%
1,328.0
7.9%
1,433.1
12.3%
1,546.4
7.9%
1,341.4
7.9%
1,447.5
12.3%
4,979.8
15.6
7.9%
1,562.0
7.9%
7.9%
5,414.1
13.1%
5,886.3
8.7%
8.7%
RANK
Morocco
OOH
6%
Television
41%
OOH
27%
Television
35%
Magazines
9%
18.4
8.1%
1,671.8
8.7%
1,817.6
8.1%
1,688.6
8.7%
1,835.9
8.1%
6,399.6
8.7%
6,957.8
8.7%
8.7%
Newspapers
19%
Internet
6%
20.0
21.7
8.7%
8.4%
8.7%
1,976.1
2,148.4
8.7%
8.4%
8.7%
1,996.0
2,170.1
8.7%
8.4%
8.7%
7,564.6
8,224.3
8.7%
8.7%
8.7%
RANK
8.7%
Total (MAD) (mm) MAD
5,414.1
19
6.6%
Total (MAD) (bn)
828.4
35
USD Total (mm)
637.9
46
USD Total (bn)
99.2
50
Population (mm)
32.24
27
3.1
62
Population Growth
0.9%
30
Household (mm)
6.34
31
4.6%
46
Household Growth
1.4%
14

7.6%
13
2.2%
45
40.9
20
Magazines
3%
Internet
17%
16.9
Radio
10%
Newspapers
20%
Source:
512.0
14.5
Television
92.3%
56
Internet
36.4%
53
Other Measures
Mobile
93.0%
55
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Creargie, Imperium
73
NETHERLANDS
Netherlands (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
714.0
681.0
717.0
733.0
743.0
768.0
797.0
851.0
855.0
781.0
842.1
850.8
861.9
878.7
899.3
920.4
941.9
2.1%
0.74 EUR : 1 USD

TELEVISION
28.2%
-4.6%
5.3%
2.2%
1.4%
3.4%
3.8%
6.8%
0.5%
-8.7%
7.8%
1.0%
1.3%
1.9%
2.3%
2.3%
2.3%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
714.0
681.0
717.0
733.0
743.0
768.0
797.0
851.0
855.0
781.0
842.1
850.8
861.9
878.7
899.3
920.4
941.9
Total Television
28.2%
-4.6%
5.3%
2.2%
1.4%
3.4%
3.8%
6.8%
0.5%
-8.7%
7.8%
1.0%
1.3%
1.9%
2.3%
2.3%
-----2.1%
2.3%
INTERNET
Paid Search
0.0
0.2
------
------
1.9
7.9
668.3%
328.6%
27.3
85.9
243.2%
215.1%
Online Video
0.0
0.0
0.0
0.0
0.0
1.3
------
------
------
------
------
------
71.3
38.1
56.2
61.9
80.8
180.8
85.0%
-46.6%
47.5%
10.1%
30.5%
123.8%
Total Internet
71.3
38.3
58.0
69.8
85.0%
-46.2%
51.4%
20.3%
NEWSPAPERS
1,160.0
1,093.0
-6.0%
MAGAZINES
941.0
-5.8%
925.0
18.9%
RADIO
218.0
-1.7%
204.0
14.4%
-6.4%
987.0
907.0
-9.7%
-8.1%
885.0
800.0
-4.3%
-9.6%
209.0
231.0
2.5%
10.5%
108.0
54.7%
859.0
-5.3%
766.0
-4.3%
236.0
2.2%
288.0
235.3%
5.2
22.1
25.7
63.4%
16.2%
230.4
297.6
859.0
-1.7%
1.8%
780.0
800.0
1.8%
2.6%
239.0
244.0
1.3%
-4.5%
13.5
95.4%
844.0
382.0
9.3%
158.6%
523.6
148.1%
400.0
27.1%
290.7%
27.4%
268.0
366.0
2.1%
315.7
29.2%
296.9
6.1%
677.1
-6.0%
737.8
29.3%
704.6
9.0%
865.0
-4.5%
815.0
0.7%
653.3
-5.8%
807.0
-19.8%
756.0
0.9%
595.3
-6.3%
257.0
-21.3%
261.0
5.3%
219.6
1.6%
-15.9%
387.3
404.6
1.4%
437.7
4.5%
28.0
8.8%
302.4
8.2%
51.4
59.4
68.0
17.6%
16.4%
15.4%
14.6%
341.8
8.0%
817.1
8.6%
714.8
9.5%
594.7
-0.5%
580.4
-0.1%
569.4
-2.4%
229.5
-1.9%
238.7
4.5%
7.3%
6.7%
44.2
718.2
0.4%
576.6
7.0%
18.9%
4.9%
655.9
540.6
37.6
752.6
1.9%
7.3%
12.9%
4.6%
717.8
505.4
7.6%
31.6
316.4
1.9%
471.1
236.9
4.0%
-0.8%
368.4
395.6
7.8%
883.7
7.4%
952.5
8.2%
707.7
7.8%
696.5
-1.0%
552.7
-1.6%
535.1
-2.9%
237.9
-3.2%
238.8
0.4%
0.4%
423.6
16.6%
452.3
7.1%
1,023.5
7.4%
6.8%
1,096.9
7.5%
684.6
7.8%
7.2%
672.1
-1.7%
516.7
-1.3%
-1.8%
497.4
-3.4%
239.7
-3.0%
-3.7%
240.6
0.4%
0.2%
0.4%
OUT-OF-HOME
Cinema
13.0
9.0
7.0
7.0
6.0
7.0
5.0
5.0
5.0
4.3
4.4
4.4
4.4
4.4
4.4
4.3
4.3
12.1%
-30.8%
-22.2%
0.0%
-14.3%
16.7%
-28.6%
0.0%
0.0%
-14.4%
2.9%
0.1%
-0.4%
-0.4%
-0.4%
-0.5%
-0.5%
139.0
136.0
9.7%
Total OOH
152.0
-2.2%
145.0
9.9%
TOTAL
3,256.3
-4.6%
3,086.3
10.4%
-5.2%
137.0
122.0
0.7%
-10.9%
144.0
129.0
-0.7%
-10.4%
3,000.0
2,869.8
-2.8%
-4.3%

Radio
7%
13.9%
145.0
12.4%
2,857.0
-0.4%
151.0
164.0
8.6%
8.6%
158.0
169.0
9.0%
7.0%
3,057.0
3,392.6
7.0%
11.0%
OOH
6%
Radio
7%
Television
41%
Magazines
9%
139.0
164.0
0.6%
170.0
-12.9%
169.0
0.6%
3,627.1
142.9
-0.6%
147.2
-0.6%
3,593.8
6.9%
-12.9%
3,101.0
-0.9%
-13.7%
149.7
152.6
4.8%
154.1
1.5%
157.0
4.7%
3,194.0
154.9
2.0%
159.3
1.9%
1.4%
3,297.8
3.0%
3,359.4
3.3%
1.9%
RANK
Netherlands
OOH
5%
Television
26%
Magazines
17%
157.2
159.6
1.5%
161.6
1.5%
163.9
1.4%
3,422.2
1.4%
3,486.1
1.9%
1.9%
Internet
17%
Internet
23%
164.3
1.5%
166.3
1.5%
1.5%
168.7
1.4%
3,551.2
1.4%
1.4%
3,617.5
1.9%
1.9%
1.9%
RANK
3.3%
3,297.8
USD Total (mm)
4,419.1
Population (mm)
16.64
Population Growth
43
2.6%
Total (EUR) (bn)
604.5
16
USD Total (bn)
888.6
17
36
53.4
0.3%
48
Household (mm)
7.39
27
2.7%
53
Household Growth
0.7%
38

2.1%
57
1.1%
65
30.9
52

Newspapers
22%
161.9
Newspapers
20%
Source:
165.0
-0.4%
65
Television
98.7%
26
Internet
94.3%
Other Measures
Mobile
141.8%
18
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB
74
NEW ZEALAND
New Zealand (MM NZD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
388.7
368.7
394.8
450.5
483.3
494.9
472.5
483.0
479.6
421.6
437.5
460.8
470.9
481.1
482.5
493.7
506.5
1.9%
1.38 NZD : 1 USD

TELEVISION
2.7%
Pay TV
-5.2%
12.1
8.4%
Total Television
400.8
14.1%
7.3%
2.4%
14.6
18.1
23.1
31.1
37.9
20.2%
24.1%
28.0%
34.6%
21.9%
383.2
2.9%
7.1%
-4.4%
412.8
473.6
7.7%
14.7%
514.4
8.6%
-4.5%
40.4
6.5%
532.8
512.8
3.6%
-3.8%
2.2%
-0.7%
40.3
-12.1%
38.0
-0.2%
34.5
-5.6%
523.2
-9.3%
517.6
2.0%
456.0
-1.1%
-11.9%
3.8%
5.3%
31.5
2.2%
34.2
-8.6%
36.1
8.7%
469.0
5.4%
495.0
2.9%
507.0
5.5%
2.4%
2.2%
38.0
0.3%
39.2
5.3%
519.1
3.3%
521.7
2.4%
0.5%
2.3%
41.3
2.6%
43.5
5.3%
535.0
4.9%
5.5%
550.0
2.5%
2.1%
2.8%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.5
------
------
------
------
------
3.9
9.5
684.0%
140.2%
27.3
47.8
63.1
69.6
76.6
188.7%
75.1%
32.0%
10.3%
10.1%
83.5
9.0%
86.6
3.7%
100.3
15.8%
110.0
120.5
9.7%
9.5%
9.5%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.8
2.9
4.0
5.0
6.3
7.6
9.4
11.4
------
------
------
------
------
------
------
------
------
------
58.9%
38.7%
24.6%
24.8%
21.3%
22.5%
21.7%
106.7
106.6
0.0
0.0
0.0
6.4
11.5
31.3
42.5
80.8
------
------
------
------
79.7%
171.9%
36.1%
89.9%
Total Internet
0.0
0.0
0.0
6.4
12.0
35.2
52.0
108.1
------
------
------
------
87.5%
193.3%
47.7%
107.9%
476.8
484.8
502.4
551.2
NEWSPAPERS
5.3%
MAGAZINES
125.6
1.7%
132.8
-1.3%
RADIO
152.0
5.7%
156.8
6.7%
3.2%
3.6%
9.7%
138.4
155.2
4.2%
12.1%
162.4
179.2
3.6%
632.0
14.7%
178.4
14.9%
197.6
10.3%
10.3%
10.4
664.0
648.0
5.1%
-2.4%
208.0
200.8
16.6%
-3.5%
204.8
215.2
3.6%
5.1%
32.1%
-0.1%
154.5
171.5
42.9%
660.8
11.0%
608.0
2.0%
498.6
-8.0%
205.6
-18.0%
199.2
2.4%
173.3
-3.1%
219.2
-13.0%
214.4
1.9%
188.7
-2.2%
-12.0%
122.3
137.6
14.8%
157.0
12.5%
194.8
14.1%
218.2
13.6%
245.5
12.0%
505.3
12.5%
522.0
1.4%
534.0
3.3%
172.5
2.3%
178.3
-0.5%
177.8
3.4%
196.2
-0.3%
208.3
4.0%
215.5
6.2%
3.5%
186.4
203.4
18.7%
279.3
13.8%
561.5
9.1%
311.3
11.4%
581.5
5.2%
185.7
3.6%
191.1
4.5%
227.3
2.9%
236.2
5.5%
3.9%
233.1
23.0%
266.9
14.6%
352.4
14.2%
14.5%
398.8
13.2%
614.6
12.8%
13.2%
651.9
5.7%
200.6
4.5%
6.1%
211.3
5.0%
250.5
3.5%
5.3%
266.6
6.0%
5.1%
6.4%
OUT-OF-HOME
Cinema
10.4
8.3%
7.2
6.4
9.6
-30.8%
-11.1%
50.0%
22.4
25.6
29.6
37.6
55.6%
14.3%
15.6%
27.0%
Total OOH
32.8
32.8
36.0
47.2
36.7%
TOTAL
1,188.0
0.0%
1,190.4
4.6%
0.2%
9.8%
1,252.0
31.1%
1,412.8
5.2%
12.8%

Radio
7%
8.3%
40.8
8.5%
51.2
8.5%
1,585.6
12.2%
8.8
8.0
8.0
7.2
4.8
4.8
5.0
5.2
5.3
5.4
5.7
5.9
-15.4%
-9.1%
0.0%
-10.0%
-33.3%
0.0%
4.2%
4.0%
2.3%
2.4%
3.9%
4.0%
59.2
54.4
57.6
63.2
41.2%
9.7%
66.4
71.2
29.7%
7.2%
1,711.2
1,700.0
7.9%
-0.7%
OOH
6%
Radio
12%
Television
41%
-5.1%
70.4
66.4
-1.1%
1,787.3
-8.1%
59.2
-5.7%
1,760.1
5.1%
-10.8%
1,547.2
-1.5%
-12.1%
55.5
60.0
2.0%
60.3
4.3%
65.0
1.9%
1,598.1
62.6
8.1%
67.8
7.8%
4.3%
1,686.8
3.3%
1,747.6
5.6%
3.6%
RANK
New Zealand
Magazines
11%
65.4
68.4
4.5%
70.7
4.6%
73.9
4.3%
1,843.7
4.5%
1,915.7
5.5%
3.9%
Internet
17%
Newspapers
31%
Internet
13%
72.7
77.3
6.2%
78.4
5.2%
6.4%
83.2
6.1%
2,031.5
5.1%
6.2%
2,161.8
6.0%
5.1%
6.4%
RANK
5.6%
Total (NZD) (mm) NZD
1,686.8
USD Total (mm)
1,214.5
Population (mm)
4.42
Population Growth
35
7.5%
Total (NZD) (bn)
209.3
38
USD Total (bn)
161.2
44
60
36.5
19
1.1%
23
Household (mm)
1.53
55
7.0%
23
Household Growth
1.1%
24

------
------
5.5%
15
36.2
30
Newspapers
20%
Source:
-1.3%
OOH
4%
Television
29%
Magazines
9%
62.4
3.3%
28
Television
97.1%
46
Internet
85.4%
12
Other Measures
Mobile
119.0%
34
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, National Bank New Zealand
75
NORWAY
Norway (MM NOK)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
6.04 NOK : 1 USD

TELEVISION
2,191.6
2,164.1
22.5%
-1.3%
2,110.9
2,327.8
-2.5%
2,460.2
10.3%
5.7%
2,696.9
2,804.2
9.6%
4.0%
3,049.0
3,177.0
8.7%
2,798.0
4.2%
-11.9%
3,105.9
3,296.1
11.0%
3,521.8
6.1%
6.8%
3,758.5
3,967.8
6.7%
4,180.9
5.6%
4,404.8
5.4%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
2,191.6
2,164.1
2,110.9
2,327.8
2,460.2
2,696.9
2,804.2
3,049.0
3,177.0
2,798.0
3,105.9
3,296.1
3,521.8
3,758.5
3,967.8
4,180.9
4,404.8
Total Television
22.5%
-1.3%
-2.5%
10.3%
5.7%
9.6%
4.0%
8.7%
4.2%
-11.9%
11.0%
6.1%
6.8%
6.7%
5.6%
6.0%
5.4%
5.4%
-----6.0%
5.4%
INTERNET
Paid Search
0.0
0.7
------
------
4.7
550.0%
16.6
46.4
250.0%
180.0%
102.1
Online Video
0.0
0.0
0.0
0.0
0.0
17.3
------
------
------
------
------
------
31.8
85.3
286.0
710.3
1,146.3
1,613.0
225.1%
168.3%
235.2%
148.3%
290.8
726.9
237.9%
150.0%

Total Internet
NEWSPAPERS
31.8
86.1
225.1%
170.6%
4,046.7
4,115.9
4.0%
MAGAZINES
817.6
1.7%
834.8
6.9%
RADIO
276.5
2.1%
269.6
-9.6%
-2.5%
4,310.7
5,072.6
4.7%
830.2
297.3
64.1%
5,888.2
16.1%
983.8
10.8%
319.5
10.3%
1,192.7
17.7%
920.0
-0.6%
61.4%
6.9%
431.0
7.5%
188.9
120.0%
85.0%
89.4
415.8%
1,955.6
40.7%
21.2%
1,732.5
2,233.9
45.3%
28.9%
6,567.7
7,097.6
11.5%
8.1%
1,093.1
1,138.8
11.1%
4.2%
522.0
34.9%
21.1%
93.0
97.0
514.5
-1.4%
340.0
657.1
80.0%
168.8
2,367.1
3,287.1
1,875.1
-20.8%
2,835.2
16.8%
7,551.0
10.3%
1,216.0
7.8%
2.7%
26.0%
7,826.0
283.5
55.8%
17.9%
2,813.8
3.0%
263.0
88.9%
2,305.0
676.6
93.3%
-13.7%
6,097.0
-3.5%
1,234.0
6.8%
-19.3%
1,047.0
1.5%
547.0
-15.2%
588.0
6.3%
495.0
7.5%
-15.8%
883.4
1,052.8
30.6%
1,223.2
19.2%
351.9
16.2%
414.4
24.1%
470.1
17.8%
2,053.2
13.4%
2,167.7
9.5%
2,257.0
5.6%
3,288.5
4.1%
3,634.9
16.0%
3,950.3
10.5%
6,157.8
8.7%
6,272.0
1.0%
6,415.1
1.9%
1,042.3
2.3%
1,062.1
-0.4%
1,081.4
1.9%
539.6
1.8%
558.2
9.0%
577.3
3.4%
3.4%
1,350.6
1,475.5
10.4%
524.8
11.6%
2,356.6
6,553.9
1,113.6
595.0
7,024.3
2.3%
1,144.7
1,204.4
2.6%
612.3
2.5%
2.6%
628.8
2.9%
2.3%
2.2%
1,174.3
2.8%
7.2%
6.6%
6,870.3
2.5%
3.1%
5,143.9
6.7%
6,717.3
4.3%
4.2%
4,825.4
6.9%
3.0%
2,679.2
4.3%
4,524.2
11.5%
10.6%
2,571.2
4.6%
2.2%
715.0
10.8%
2,465.0
10.7%
8.8%
646.6
11.2%
7.1%
1,749.7
8.9%
583.6
4.4%
4,232.0
1,607.5
9.2%
645.6
2.7%
3.0%
2.7%
OUT-OF-HOME
Cinema
78.3
79.8
-4.3%
122.9
1.9%
115.9
3.1%
Total OOH
201.2
-5.7%
195.7
0.1%
TOTAL
7,565.3
-2.7%
7,666.3
8.7%
1.3%

Radio
7%
OOH
6%
Television
41%
90.8
90.5
13.8%
178.3
-0.4%
283.3
53.8%
269.1
8,109.0
15.2%
419.4
38.9%
9,740.4
5.8%
326.4
58.9%
373.8
37.5%
2.8%
12.2%
11,375.4
20.1%
16.8%
104.0
4.3%
7.2%
382.0
451.3
17.0%
18.1%
479.0
555.2
14.2%
15.9%
13,091.3
14,344.2
15.1%
9.6%

Radio
Magazines
4%
7%
OOH
4%
Newspapers
41%
Internet
17%
Source:
127.5
17.5%
498.8
-9.0%
562.5
10.5%
481.0
12.8%
621.0
-14.5%
690.0
11.8%
16,072.8
116.0
4.3%
597.0
11.1%
16,527.1
12.1%
-13.5%
13,869.2
2.8%
-16.1%
126.5
132.7
9.0%
524.1
4.9%
549.5
9.0%
576.3
4.9%
650.5
4.9%
682.2
9.0%
14,784.6
139.2
4.9%
715.5
4.9%
4.9%
15,505.7
6.6%
16,261.3
4.9%
4.9%
RANK
Norway
Television
21%
Magazines
9%
Newspapers
20%
122.2
Internet
23%
145.6
152.1
4.6%
602.4
17,001.1
17,747.1
847.9
4.2%
18,493.3
4.4%
4.4%
4.2%
813.7
4.4%
4.5%
682.6
4.2%
780.9
4.5%
4.3%
655.1
4.4%
4.5%
165.3
4.3%
628.8
4.5%
748.0
158.6
4.4%
4.4%
4.2%
19,270.9
4.2%
4.4%
4.2%
RANK
4.9%
Total (NOK) (mm) NOK
15,505.7
USD Total (mm)
2,566.1
Population (mm)
4.93
Population Growth
37
4.9%
43
Total (NOK) (bn)
2,652.4
27
USD Total (bn)
472.6
23
56
95.9
0.8%
33
Household (mm)
2.19
52
4.9%
41
Household Growth
1.5%
13

2.9%
48
1.4%
60
25.8
60

Television
99.3%
12
Internet
94.0%
Other Measures
Mobile
110.7%
39
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, SSB (statistics of Norway), IRM
76
PANAMA
Panama (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
12.7
20.2
32.0
34.2
41.1
54.0
69.0
72.9
73.8
74.0
76.8
82.5
90.8
99.9
109.9
121.6
134.9
10.3%
59.5%
58.4%
20.3%
31.3%
27.8%
10.0%
10.0%
1 USD : 1 USD
TELEVISION
4.1%
6.7%
5.6%
1.2%
0.3%
3.8%
7.5%
10.1%
10.7%
10.9%
Pay TV
0.5
0.8
1.3
1.4
2.2
2.8
3.6
4.7
4.7
4.7
4.9
5.3
5.8
6.4
7.0
7.8
8.6
------
59.5%
58.4%
6.7%
52.0%
31.3%
27.8%
28.1%
1.2%
0.3%
3.8%
7.5%
10.0%
10.0%
10.1%
10.7%
10.9%
21.1
33.4
43.3
56.9
72.7
77.6
59.5%
58.4%
21.6%
31.3%
27.8%
Total Television
13.2
8.5%
35.6
6.7%
78.5
6.7%
78.7
1.2%
81.7
0.3%
3.8%
87.8
96.6
7.5%
10.0%
106.2
10.0%
116.9
10.1%
129.4
10.3%
143.5
10.7%
10.3%
10.9%
INTERNET
Paid Search
0.0
0.0
-100.0%
------
0.0
118.2%
0.0
0.0%
0.0
-100.0%
0.0
------
0.0
100.0%
0.0
0.0
50.0%
33.3%
0.5
2.1
18620.0%
294.7%
4.1
4.9
5.8
7.0
8.3
9.9
94.2%
19.4%
19.1%
19.1%
19.7%
19.1%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
-5.0%
-5.3%
-5.6%
-5.9%
Total Internet
0.0
0.0
-100.0%
NEWSPAPERS
------
12.7
-1.0%
MAGAZINES
RADIO
0.0
118.2%
18.5
26.8
45.8%
45.2%
0.0
0.0
0.0
0.0
0.0
0.0
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
26.3
-2.0%
30.7
36.1
47.2
17.1%
17.5%
30.8%
47.1
1.3
2.2
3.7
4.2
5.7
8.7
10.3
11.5
74.0%
70.2%
13.4%
34.1%
53.9%
18.9%
11.0%
7.6
10.8
15.3
14.6
16.6
17.7
21.7
21.0
-2.9%
42.7%
41.8%
-4.5%
13.8%
6.1%
23.1%
-1.6%
2.9
8.4%
19.8
-6.0%
------
1.3
2.0
2.8
3.8
5.1
6.7
67.6%
50.5%
41.9%
36.2%
33.3%
32.3%
38.7%
5.4
6.9
8.6
10.8
13.4
16.6
6210.1%
220.6%
87.0%
26.9%
25.7%
24.7%
24.5%
24.1%
47.9
51.8
58.1
65.7
74.4
84.4
96.3
12.2%
13.1%
13.2%
13.4%
14.1%
14.5%
3.2%
12.4
-3.2%
0.8
112.6%
0.9
46.4
-0.1%
21.0%
0.4
3107.6%
19.3%
8.2%
25.2%
110.3
13.7%
14.9
18.0
22.5
27.9
34.5
42.3
52.1
63.9
19.4%
21.4%
24.5%
24.3%
23.5%
22.9%
23.0%
22.8%
20.8
22.5
25.4
28.8
32.7
37.1
42.5
48.8
12.5%
13.4%
13.5%
13.7%
14.5%
14.8%
5.2%
8.5%
23.3%
14.0%
OUT-OF-HOME
Cinema

Total OOH
TOTAL
0.5
0.8
1.1
1.2
1.3
1.4
2.1
2.0
1.9
2.0
2.2
2.5
2.8
3.2
3.6
4.1
4.7
17.4%
43.9%
43.1%
4.5%
15.1%
7.5%
44.1%
-1.5%
-6.0%
5.2%
8.5%
12.5%
13.4%
13.5%
13.7%
14.5%
14.8%
13.9
15.8
17.9
20.4
23.3
26.8
12.5%
13.4%
13.5%
13.7%
14.5%
14.8%
16.4
18.6
21.1
24.0
27.5
31.5
12.5%
13.4%
13.5%
13.7%
14.5%
14.8%
3.9
5.7
8.1
7.8
8.9
9.6
11.7
-4.3%
43.9%
43.1%
-4.6%
15.1%
7.5%
22.0%
4.5
6.5
9.2
8.9
10.3
-2.2%
43.9%
43.1%
-3.5%
15.1%
59.0
88.4
50.5%
50.0%
39.2
2.1%

Radio
7%
89.6
1.4%
106.6
18.9%
11.0
7.5%
130.3
22.3%
13.8
24.9%
165.7
27.1%
OOH
6%
10.9
-1.5%
13.6
14.6
5.2%
169.9
8.5%
176.6
-0.5%
191.6
3.9%
8.5%
215.6
244.4
12.5%
13.4%
RANK
Panama
Total (mm)
Television
41%
Magazines
10%
277.5
13.5%
315.5
13.7%
12.5%
-
11
215.6
Internet
2%
RANK
10.1%
Total (bn)
29.9
18
215.6
58
USD Total (bn)
29.9
62
Population (mm)
3.59
65
8.3
47
Population Growth
1.8%
Household (mm)
------
------
5.2%
33
Household Growth
1.0%
26
6.1%
23
3.0%
31
54.9

------
------
Internet
28.4%
59
Mobile
------
------
Television
Newspapers
27%
14.0%
14.8%
USD Total (mm)
Internet
17%
14.0%
414.7
14.5%
Newspapers
20%
361.1
14.0%
Radio
12%
Magazines
9%
Source:
8.5%
13.4
-6.0%
3.1%
12.4
5.2%
12.8
-1.5%
170.8
11.4
-6.0%
OOH
8%
Television
41%
11.5
14.0%

Other Measures
Gini Coefficient
77
PERU
Peru (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
69.0
74.0
87.0
107.0
121.0
147.0
188.0
189.1
201.3
220.4
241.0
263.8
292.9
323.3
355.5
10.0%
1 USD : 1 USD
TELEVISION
79.0
63.0
-17.7%
-20.3%
9.5%
Pay TV
6.0
5.0
11.0
0.0%
-16.7%
120.0%
Total Television
85.0
68.0
80.0
-16.7%
-20.0%
17.6%
7.2%
11.0
0.0%
17.6%
23.0%
13.1%
21.5%
27.9%
12.0
13.0
15.0
19.0
20.0
15.4%
26.7%
9.1%
85.0
99.0
6.3%
16.5%
8.3%
120.0
21.2%
136.0
13.3%
0.6%
22.4
5.0%
166.0
23.9
12.4%
208.0
22.1%
6.4%
6.4%
211.6
25.3%
225.2
1.7%
6.4%
9.5%
9.4%
26.1
28.6
9.5%
9.5%
31.3
9.4%
246.5
269.6
9.5%
9.5%
295.1
9.4%
9.5%
11.0%
10.4%
10.0%
34.7
38.3
42.2
11.0%
10.4%
10.0%
327.7
361.6
10.0%
397.7
10.0%
11.0%
10.4%
10.0%
INTERNET
Paid Search
0.0
0.0
0.0
1.0
------
------
------
------
2.0
100.0%
3.0
4.0
5.0
7.0
7.8
9.1
10.7
12.6
14.7
17.3
20.2
23.4
50.0%
33.3%
25.0%
40.0%
11.6%
15.9%
18.4%
17.3%
16.7%
17.8%
16.6%
15.8%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
0.0
0.0
0.0
1.0
1.0
------
------
------
------
0.0%
2.0
100.0%
4.0
16.9%
------
2.0
2.0
5.1
5.8
6.8
7.8
9.0
10.5
12.1
13.8
0.0%
0.0%
100.0%
28.7%
13.5%
15.9%
15.4%
15.2%
16.3%
15.2%
14.4%
15.3%
Total Internet
0.0
0.0
0.0
2.0
3.0
5.0
6.0
7.0
11.0
13.0
14.9
17.5
20.4
23.7
27.8
32.2
37.1
------
------
------
------
50.0%
66.7%
20.0%
16.7%
57.1%
17.8%
15.0%
17.4%
16.6%
16.1%
17.3%
16.1%
15.3%
NEWSPAPERS
66.0
63.0
60.0
57.0
58.0
60.0
68.0
75.0
78.8
74.5
76.3
80.3
84.4
88.8
94.6
-12.0%
13.3%
10.3%
MAGAZINES
-4.5%
-4.8%
-5.0%
1.8%
3.4%
5.0
9.0
5.0
5.0
6.0
6.0
8.0
10.0
-16.7%
80.0%
-44.4%
0.0%
20.0%
0.0%
33.3%
25.0%
RADIO
25.0
23.0
23.0
-10.7%
-8.0%
23.0
0.0%
0.0%
26.0
30.0
35.0
39.0
13.0%
15.4%
16.7%
11.4%
5.0%
-5.4%
10.0
2.4%
10.8
0.0%
11.4
8.4%
41.0
5.0%
39.2
5.0%
40.5
-4.2%
3.1%
5.3%
5.1%
12.3
13.3
8.3%
5.1%
14.4
8.2%
42.9
45.4
6.0%
6.6%
15.9
8.3%
48.1
5.9%
9.9%
51.7
5.9%
7.4%
100.1
16.3%
105.4
5.8%
5.6%
5.4%
17.3
18.8
9.2%
8.9%
8.8%
55.1
58.6
6.7%
6.4%
6.3%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
24.0
29.0
28.0
31.0
34.0
37.0
44.0
47.0
49.4
49.7
51.5
54.8
58.3
62.0
67.0
71.9
76.8
-14.3%
20.8%
Total OOH
24.0
29.0
-14.3%
20.8%
TOTAL
205.0
192.0
-14.2%
-6.3%
-3.4%
10.7%
28.0
31.0
-3.4%
34.0
10.7%
196.0
9.7%
203.0
2.1%
226.0
3.6%

Radio
7%
9.7%
11.3%
8.8%
37.0
8.8%
258.0
14.2%
18.9%
44.0
18.9%
297.0
15.1%
OOH
6%
49.4
6.8%
344.0
49.7
5.0%
419.7
0.2%
5.2%
6.5%
6.4%
54.8
58.3
6.5%
6.4%
62.0
6.4%
454.4
491.4
8.3%
67.0
6.4%
532.1
8.2%
RANK
8.0%
8.0%
584.5
8.3%
9.9%
8.3%
-
21
454.4
71.9
76.8
7.3%
7.0%
6.9%
638.2
694.5
9.2%
8.9%
8.8%
RANK
5.8%
Total (bn)
162.5
162.5
43
5.4
55
3.8%
48
9.0%
2.5%
42
49.6
USD Total (mm)
454.4
49
USD Total (bn)
Population (mm)
30.01
28
Population Growth
1.6%
11
Household (mm)
7.09
30
Household Growth
1.6%
11

Internet
4%
7.0%
6.9%
Newspapers
18%
7.3%

38

------
------
Internet
30.7%
56
Other Measures
Mobile
89.3%
57
Gini Coefficient
Television
Source:
3.6%
398.8
15.7%
Total (mm)
Television
54%
Internet
17%
51.5
0.7%
398.0
15.8%
3.6%
Magazines
3%
Newspapers
20%
47.0
0.7%
Peru
Radio
9%
Magazines
9%
5.0%
OOH
12%
Television
41%
6.8%
------
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, C.P.I. Compaia Peruana de Investigacin de Mercado
78
PHILIPPINES
Philippines (MM PHP)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
44.3 PHP : 1 USD

TELEVISION
11,579.3
12,482.2
11.9%
Pay TV
627.7
7.8%
1,170.6
16.0%
Total Television
12,207.0
86.5%
13,652.8
12.1%
11.8%
14,226.6
16,473.4
14.0%
15.8%
1,343.4
1,784.6
14.8%
32.8%
15,570.0
18,258.0
14.0%
18,604.7
12.9%
2,159.3
21.0%
20,764.0
21,587.3
16.0%
2,444.7
13.2%
24,032.0
22,554.5
4.5%
2,437.5
-0.3%
24,992.0
4.0%
23,898.4
24,782.1
6.0%
1,874.6
25,773.0
13.7%
15.7%
9.7
16.1
22.0
27.4
87.7
86.4%
66.5%
36.8%
24.3%
220.0%
2.1%
1,248.6
-23.1%
17.3%
25,304.5
3.7%
1,507.1
-33.4%
26,030.7
3.1%
20.7%
26,811.7
1.0%
3.0%
27,238.1
29,454.6
7.6%
1,471.4
8.0%
1,525.8
-2.4%
28,709.5
31,811.1
8.1%
1,577.7
3.7%
3.4%
30,980.4
7.1%
33,388.7
7.9%
7.8%
34,391.2
37,217.6
8.1%
1,630.0
38,900.1
1,791.2
3.1%
3.3%
3.3%
42,050.4
8.0%
8.3%
8.7%
1,734.6
3.2%
7.9%
43,842.5
8.3%
1,682.5
3.3%
36,021.2
40,315.8
8.2%
45,633.7
8.1%
8.1%
8.5%
INTERNET
Paid Search
0.0
2.4
------
------
5.2
114.5%
111.8
303.6
27.5%
171.6%
484.0
591.2
677.5
14.7%
14.6%
13.6
15.6
17.8
20.3
23.1
14.1%
14.1%
14.2%
14.2%
14.1%
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
12.0
------
------
------
------
------
------
------
------
------
------
------
114.2
119.2
121.1
142.2
167.2
171.6
176.1
483.4
563.2
642.4
660.0
731.6
Total Internet
114.2
121.6
12.6%
NEWSPAPERS
4,007.3
6.5%
3,959.1
9.8%
MAGAZINES
1,335.8
-1.2%
1,319.7
9.8%
RADIO
1,950.0
-1.2%
2,268.4
11.4%
16.3%
1.6%
17.4%
126.3
151.9
3.8%
20.2%
3,459.4
3,461.6
-12.6%
0.1%
1,153.1
1,153.9
-12.6%
0.1%
2,317.5
2,626.5
17.6%
183.3
20.7%
3,958.5
14.4%
1,319.5
14.4%
2,958.0
2.6%
193.6
5.6%
3,498.9
-11.6%
1,429.1
8.3%
3,541.7
2.2%
13.3%
12.6%
19.7%
31.0
34.0
2.6%
203.5
5.1%
3,122.6
-10.8%
685.4
-52.0%
3,470.0
-2.0%
174.6%
16.5%
571.1
14.1%
675.0
180.7%
946.0
18.2%
3,382.5
40.1%
3,432.1
8.3%
2,985.6
1.5%
742.5
-13.0%
703.0
8.3%
696.9
-5.3%
3,102.0
-0.9%
3,728.4
-10.6%
20.2%
39.0
45.0
14.7%
15.4%
3,840.6
3.0%
14.6%
14.7%
0.0
4.4%
1,170.4
14.6%
------
12.6%
1,021.5
14.6%
Online Video
890.5
22.1%
776.7
59.4%
2.7%
831.6
10.8%
1,144.0
13.7%
1,334.7
20.9%
1,522.8
16.7%
3,050.5
14.1%
3,199.0
2.2%
3,358.0
4.9%
719.5
5.0%
740.2
3.2%
760.5
2.9%
4,257.0
2.7%
4,719.0
5,247.0
10.8%
10.9%
11.2%
52.0
60.9
70.3
84.3
15.6%
17.2%
15.3%
20.0%
945.6
1,075.4
13.7%
1,737.8
778.5
5,842.0
808.6
1.4%
6,513.3
1.8%
0.5%
7,271.7
11.5%
4.7%
4.3%
804.2
1.9%
11.3%
4,025.5
4.6%
793.4
14.1%
14.1%
3,860.1
4.8%
2.4%
2,584.0
14.2%
3,689.7
13.7%
13.7%
2,265.2
14.2%
4.9%
1,390.5
13.8%
1,983.7
14.1%
3,522.0
1,223.5
13.7%
14.1%
8,117.6
11.6%
11.5%
11.6%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
21.0
------
------
------
------
463.1
821.4
1,209.3
1,881.0
202.5%
Total OOH
463.1
202.5%
TOTAL
20,077.2
77.4%
821.4
77.4%
22,143.0
13.1%
10.3%
47.2%
55.5%
1,209.3
1,902.0
47.2%
57.3%
23,835.6
27,553.9
7.6%
15.6%

Radio
7%
47.6%
2,747.0
46.0%
2,778.0
46.1%
31,961.3
16.0%
9.7%
3,033.0
10.4%
3,067.0
10.4%
35,762.3
11.9%
34.0
0.0%
3,029.0
-0.1%
3,063.0
-0.1%
35,536.5
-0.6%
4,167.4
15.6%
3,540.0
32.1%
4,212.4
15.6%
37,111.1
5,507.1
19.0%
5,559.1
19.0%
38,781.6
4.4%
32.0%
40,839.9
4.5%
5.3%
7,019.2
8,092.1
27.5%
7,080.1
20.0%
8,162.4
27.4%
44,960.7
9,708.9
15.3%
9,793.2
15.3%
20.0%
49,135.7
10.1%
54,070.2
9.3%
10.0%
RANK
Philippines
OOH
6%
OOH
17%
Television
41%
Magazines
9%
Radio
10%
Magazines
1%
Newspapers
6%
Newspapers
20%
Internet
3%
Internet
17%
Source:
3,501.0
Television
63%
100.6
105.6
19.3%
11,585.7
13,778.5
19.3%
11,686.3
13,884.1
65,764.4
19,024.8
18.4%
18.6%
16.6%
16,436.1
19,170.7
18.4%
72,687.8
10.4%
15.7%
16.6%
16,311.1
18.8%
10.2%
145.8
18.4%
18.9%
19.3%
59,587.7
125.0
5.0%
18.6%
16.6%
80,340.0
10.5%
10.3%
10.5%
RANK
9.3%
Total (PHP) (mm) PHP
49,135.7
USD Total (mm)
1,107.3
Population (mm)
95.83
Population Growth
17
8.7%
23
Total (PHP) (bn)
9,319.7
40
USD Total (bn)
228.7
41
10
2.4
64
1.9%
Household (mm)
18.87
14
6.7%
26
Household Growth
1.9%

3.7%
42
4.0%
22
44.0
12

Television
77.0%
65
Internet
27.6%
62
Other Measures
Mobile
89.1%
58
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, CASBAA
79
POLAND
Poland (MM PLN)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
3.96 PLN : 1 USD

TELEVISION
2,193.3
3,824.5
4,227.0
11.3%
74.4%
10.5%
Pay TV
54.7
62.2
61.4
-29.2%
13.9%
Total Television
2,248.0
3,886.7
9.7%
72.9%
4,133.3
-5.5%
89.3
-1.4%
4,288.4
3,905.3
-2.2%
111.5
45.4%
4,222.6
10.3%
24.9%
4,016.8
-1.5%
-4.9%
2,559.2
-34.5%
153.0
37.3%
2,712.3
-32.5%
3,019.4
18.0%
206.3
34.8%
3,225.7
18.9%
3,276.5
8.5%
312.1
51.3%
3,588.6
11.3%
3,545.4
3,005.6
8.2%
-15.2%
384.0
450.7
23.0%
17.4%
3,929.4
3,456.4
9.5%
-12.0%
3,056.1
1.7%
611.9
35.7%
3,667.9
6.1%
3,150.8
3,208.3
3.1%
795.4
1.8%
1,073.8
30.0%
3,946.2
35.0%
4,282.1
7.6%
8.5%
3,130.4
3,138.4
-2.4%
1,449.6
2,505.0
20.0%
4,877.9
25.8%
20.0%
5,121.8
6.5%
-2.4%
-7.9%
2,087.5
20.0%
7.0%
2,796.1
-3.3%
1,739.6
35.0%
4,580.0
3,034.3
0.3%
5,301.0
5.0%
6.1%
3.5%
INTERNET
Paid Search
0.0
0.0
0.0
2.0
10.0
30.0
68.0
------
------
------
------
400.0%
200.0%
126.7%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
3.0
------
------
------
------
------
------
------
19.3
35.8
57.6
81.5
137.8
229.2
394.6
85.3%
60.8%
41.5%
35.8
57.6
83.5
85.3%
60.8%
45.0%

------
Total Internet
19.3
------
NEWSPAPERS
688.6
688.8
23.9%
MAGAZINES
772.3
0.0%
832.3
11.1%
RADIO
232.8
7.8%
259.0
662.1
913.6
-3.9%
907.8
-2.0%
22.2%
Cinema
15.5
28.1
25.4
92.1%
81.1%
77.1%
1,094.0
19.7%
1,053.5
11.3%
316.5
11.3%
147.8
38.0%
815.5
10.2%
69.2%
16.0%
384.1
464.1
21.3%
20.8%
58.4
77.0
129.9%
31.7%
66.3%
259.2
75.4%
1,216.2
11.2%
1,174.2
11.5%
530.3
14.3%
72.2%
465.6
79.6%
1,296.9
6.6%
1,235.8
5.2%
628.6
18.5%
148.0
117.6%
9.0
256.9
357.0
429.0
73.6%
39.0%
20.2%
579.0
752.0
35.0%
18.0
21.0
30.0
60.0
200.0%
100.0%
16.7%
42.9%
100.0%
594.8
913.1
50.7%
751.8
61.5%
1,304.2
0.6%
1,237.4
0.1%
744.4
18.4%
1,016.0
53.5%
11.3%
1,188.0
1,394.0
58.0%
17.3%
1,300.9
977.5
-0.3%
-24.9%
1,259.9
1,057.7
1.8%
-16.0%
878.7
726.0
18.1%
-17.4%
1,355.0
33.4%
1,814.0
30.1%
924.3
-5.4%
1,047.3
-1.0%
713.4
-1.7%
29.9%
135.0
1,490.0
125.0%
1,688.0
10.0%
2,129.0
13.3%
2,575.0
17.4%
873.4
20.9%
833.9
-5.5%
1,064.0
-4.5%
1,095.3
1.6%
748.6
2.9%
795.9
4.9%
6.3%
940.0
1,146.0
25.0%
225.0
3,014.4
766.1
-8.1%
1,130.1
845.2
573.7
-8.1%
1,162.4
1,192.5
1.3%
902.0
2.3%
1.3%
932.0
6.7%
-8.1%
-8.2%
1,177.4
2.9%
16.5%
13.8%
625.0
-11.2%
6.2%
4,575.5
14.9%
680.0
10.5%
10.3%
4,019.3
16.0%
3.2%
2,450.5
9.9%
3,497.1
47.6%
5.0%
2,221.3
9.3%
17.1%
420.0
21.2%
2,021.1
24.1%
22.0%
400.0
46.7%
9.6%
1,705.0
22.0%
330.0
66.7%
1,849.4
1,398.0
21.9%
963.1
3.3%
5.2%
3.3%
OUT-OF-HOME
340.7
277.2
6.7%
Total OOH
356.2
-18.6%
305.3
8.8%
TOTAL
4,317.2
-14.3%
6,008.0
12.5%
39.2%
-9.5%
294.8
305.5
6.3%
320.2
6,875.5
7.5%
7,219.2
6.4%
Radio
8%
Television
41%
5.0%
3.2%
483.2
9.1%
6,375.3
-11.7%
22.9%
554.3
46.7%
683.9
41.5%
7,536.5
18.2%
167.1
28.9%
646.4
16.6%
813.5
18.9%
8,439.8
12.0%
257.1
263.2
53.8%
2.4%
525.0
417.3
-18.8%
-20.5%
782.0
680.5
-3.9%
-13.0%
9,338.9
8,292.1
10.7%
-11.2%
263.5
0.1%
457.0
9.5%
720.5
5.9%
8,887.5
7.2%
264.1
307.1
0.3%
498.4
762.6
3.5%
822.7
5.8%
9,523.8
7.9%
10,404.7
7.2%
RANK
9.3%
318.4
326.5
3.7%
556.8
11,211.1
12,060.9
PLN
7.2%
26
9,523.8
12,881.1
7.0%
6.2%
13,673.2
6.8%
7.5%
6.2%
RANK
6.6%
Total (PLN) (bn)
1,488.5
34
USD Total (mm)
2,400.5
28
USD Total (bn)
388.1
27
Population (mm)
38.07
24
10.2
42
Population Growth
0.0%
59
Household (mm)
14.79
20
4.6%
45
Household Growth
1.1%
23

5.6%
25
2.7%
38
34.9
39

Internet
22%
1,067.4
6.8%
7.6%
7.7%
7.7%
1,005.6
7.6%
7.7%
720.7
8.8%
941.6
5.6%
3.1%
669.1
10.5%
6.4%
346.7
3.1%
615.1
8.0%
875.2
336.5
2.5%
Television
42%
16.2%
515.6
9.1%
Poland
Total (PLN) (mm)
Newspapers
9%
Internet
17%
377.7
129.6
OOH
8%
Magazines
11%
Newspapers
20%
Source:
21.8%
37.0%
OOH
6%
Magazines
9%
443.1
13.6%

Radio
7%
19.8%
363.9
4.9%
6,460.3
366.1
3.6%
105.4
Television
97.4%
42
Internet
81.7%
18
Other Measures
Mobile
131.1%
22
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, IAB, United Nations, Expert Monitor, Media Watch
80
PORTUGAL
Portugal (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
416.7
383.1
330.5
351.9
384.7
388.6
384.9
386.4
382.7
327.1
316.1
311.1
304.3
301.0
299.8
301.4
302.8
-0.5%
0.74 EUR : 1 USD

TELEVISION
12.0%
-8.1%
-13.7%
Pay TV
0.0
0.0
16.6
------
------
------
416.7
383.1
347.1
Total Television
12.0%
-8.1%
6.5%
9.3%
21.3
27.2
31.9
28.2%
27.4%
17.2%
373.2
-9.4%
1.0%
411.8
7.5%
10.4%
420.5
2.1%
-1.0%
31.7
-0.5%
416.6
-0.9%
0.4%
39.4
24.2%
425.8
2.2%
-1.0%
41.0
4.2%
423.7
-0.5%
-14.5%
39.3
-4.1%
366.5
-13.5%
-3.4%
42.8
8.9%
358.9
-2.1%
-1.6%
-2.2%
46.2
48.4
7.9%
4.8%
357.3
352.7
-0.4%
-1.3%
-1.1%
50.8
-0.4%
53.0
4.8%
351.8
4.5%
352.9
-0.3%
0.3%
0.5%
55.4
0.5%
57.8
4.5%
356.8
4.6%
4.3%
360.7
1.1%
0.2%
1.1%
INTERNET
Paid Search
0.0
0.0
0.0
0.3
0.6
------
------
------
------
58.3%
5.3
865.4%
9.0
20.0
29.2
34.9
42.8
49.5
55.2
60.9
69.2%
122.2%
45.8%
19.8%
22.5%
15.6%
11.6%
10.2%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.2
------
------
------
------
------
------
------
------
10.0
13.1
20.0
30.3%
52.7%
15.3
22.1
49.6%
43.8%

Total Internet
NEWSPAPERS
4.2
3.9
12.1
9.9
9.7
83.3%
-5.8%
209.7%
-18.0%
-2.4%
4.2
3.9
12.1
10.3
83.3%
-5.8%
209.7%
-15.1%
154.0
140.1
1.6%
MAGAZINES
193.9
-9.0%
176.3
5.3%
RADIO
50.0
12.1%
-9.0%
54.7
9.4%
126.9
10.3
-0.4%
107.2
-9.4%
114.1
-15.5%
159.8
6.4%
161.5
-9.4%
167.0
1.1%
42.5
3.4%
43.8
-22.3%
51.5
3.1%
17.6%
3.3%
126.3
10.7%
172.5
3.3%
51.6
0.1%
126.4
0.1%
175.8
1.9%
47.7
-7.6%
71.6
76.9
7.7%
9.2%
7.4%
3.3
5.0
6.6
8.2
9.5
10.8
12.2
80.6%
51.7%
32.4%
24.3%
15.9%
13.8%
13.1%
25.8
22.1
25.5
27.3
28.7
29.9
32.1
34.0
35.9
29.1%
-14.1%
15.2%
40.2
55.5
58.9
71.6
81.8
90.5
82.0%
38.2%
21.6%
14.3%
10.6%
56.6
-2.3%
192.5
9.5%
50.6
6.2%
178.0%
113.7
-7.9%
173.5
-9.8%
48.7
-3.8%
1.8
9.3%
224.5%
123.4
0.6
66.5
6.1%
7.2%
79.9
69.2
59.1
-29.7%
-13.4%
-14.6%
128.0
-26.2%
47.5
-2.5%
120.5
-5.9%
44.0
-7.5%
5.0%
-4.2%
114.1
110.7
-5.3%
-3.0%
42.2
41.5
-4.1%
-1.6%
4.1%
98.9
7.5%
108.1
9.3%
55.6
9.3%
54.9
-1.8%
110.2
-1.3%
110.3
-0.4%
41.5
0.1%
41.7
0.0%
0.6%
5.9%
116.5
19.7%
5.6%
5.5%
125.0
7.7%
54.4
8.9%
7.4%
53.8
-1.0%
110.8
-1.9%
-1.1%
111.3
0.5%
42.1
-0.5%
0.4%
42.5
0.9%
0.2%
0.9%
OUT-OF-HOME
4.6
5.1
5.2
4.7
4.4
5.1
5.1
5.4
4.2
2.8
2.7
2.6
2.5
2.6
2.6
2.7
2.7
Cinema
15.3%
9.5%
3.6%
-10.7%
-4.9%
15.8%
-1.2%
5.6%
-21.4%
-34.2%
-4.6%
-1.9%
-2.3%
0.9%
1.5%
1.9%
1.9%
77.1
12.1%
Total OOH
81.7
12.3%
TOTAL
900.4
73.7
-4.3%
78.8
-3.5%
836.9
8.8%
-7.1%
74.2
0.6%
79.5
98.3
12.5%
17.7%
88.2
0.8%
102.8
11.0%
767.9
16.5%
784.2
-8.3%
857.4
2.1%

Radio
7%
83.5
9.3%
104.2
6.0%
109.4
6.5%
895.6
4.5%
111.0
6.5%
116.1
6.1%
904.6
1.0%
OOH
6%
Television
47%
Magazines
15%
10.1%
960.3
6.2%
-0.4%
126.2
-1.3%
941.3
-2.0%
101.9
-16.4%
104.7
-17.0%
785.5
-16.6%
99.1
-2.7%
101.8
-2.8%
765.8
-2.5%
97.3
97.0
-1.9%
-0.3%
99.9
99.5
-1.9%
-0.4%
754.4
751.5
-1.5%
-0.4%
RANK
97.9
99.4
0.9%
100.4
1.5%
102.0
0.9%
758.5
1.5%
770.0
0.9%
1.5%
Internet
17%
Internet
10%
103.1
1.9%
103.9
1.2%
1.9%
105.8
1.9%
784.4
1.2%
1.9%
799.2
1.9%
1.2%
1.9%
RANK
-1.3%
814.2
60
1.1%
Total (EUR) (bn)
172.9
69
USD Total (mm)
1,091.0
41
USD Total (bn)
254.2
35
Population (mm)
10.66
41
23.9
25
Population Growth
0.2%
50
Household (mm)
3.65
42
0.8%
65
Household Growth
0.0%
58

-0.9%
69
1.2%
63
38.5
25

Newspapers
9%
101.2
Newspapers
20%
Source:
127.8
122.0
Portugal
Radio
6%
Magazines
9%
10.3%
OOH
13%
Television
41%
122.5
0.8%
Television
99.8%
Internet
61.2%
38
Other Measures
Mobile
------
------
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Banco de Portugal, Anacom
81
PUERTO RICO
Puerto Rico (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
515.3
559.1
552.1
554.4
561.4
518.5
483.2
471.1
484.5
391.2
389.8
392.0
405.4
416.8
429.6
451.9
475.3
3.9%
1 USD : 1 USD
TELEVISION
-12.0%
8.5%
-1.2%
0.4%
1.3%
-7.6%
-6.8%
-2.5%
2.9%
-19.3%
-0.4%
0.6%
3.4%
2.8%
3.1%
5.2%
5.2%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
515.3
559.1
552.1
554.4
561.4
518.5
483.2
471.1
484.5
391.2
389.8
392.0
405.4
416.8
429.6
451.9
475.3
Total Television
-12.0%
8.5%
-1.2%
0.4%
1.3%
-7.6%
-6.8%
-2.5%
2.9%
-19.3%
-0.4%
0.6%
3.4%
2.8%
3.1%
5.2%
-----3.9%
5.2%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
------
------
------
------
0.1
701.6%
0.2
162.8%
0.4
0.7
1.1
1.3
87.2%
67.7%
60.8%
17.3%
5.4
309.1%
9.7
14.8
20.8
27.7
30.8
34.1
80.4%
52.6%
40.2%
33.4%
11.0%
10.8%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
6.8
24.8
25.2
0.0
0.0
0.0
0.2
------
------
------
------
Total Internet
0.0
0.0
0.0
0.2
------
------
------
------
303.4
296.1
314.7
340.5
NEWSPAPERS
27.6%
MAGAZINES
28.6
23.5%
RADIO
88.7
-2.4%
29.8
4.1%
91.7
-1.3%
3.4%
6.3%
0.8
279.7%
0.8
300.8%
354.6
8.2%
31.6
4.1%
35.0
6.3%
32.2
10.6%
92.2
-8.0%
94.0
0.5%
91.2
1.9%
-2.9%
1.3
1.7
2.1
2.6
2.7
65.5%
32.1%
25.8%
25.1%
2.3%
11.1
15.6
20.0
24.4
153.3%
64.4%
39.7%
28.4%
22.1%
1.5
2.1
2.8
3.7
4.0
12.2
20.8
30.4
40.8
52.1
75.2%
40.4%
34.2%
34.0%
6.8%
204.6%
71.4%
45.7%
34.2%
27.9%
352.3
-0.7%
31.7
-1.6%
87.1
-4.5%
347.4
-1.4%
343.7
35.8
40.1
12.9%
12.2%
77.7
75.5
-10.7%
308.1
-1.1%
244.6
-10.3%
39.8
-0.7%
72.6
-2.9%
243.0
-20.6%
-3.8%
-0.6%
23.1
30.1
-42.0%
30.3%
44.5
57.7
-38.7%
29.6%
240.0
252.2
-1.2%
258.7
5.1%
30.0
29.7
-0.3%
29.2
-1.0%
58.6
60.1
1.6%
266.0
2.6%
2.8%
28.7
-1.7%
61.9
2.7%
-1.8%
63.8
2.9%
3.1%
1.6%
55.6
28.6%
-----17.7%
1.3%
59.3
6.6%
273.6
23.2%
6.6%
281.4
2.9%
28.0
3.2%
2.8%
27.3
-2.2%
65.8
-1.9%
-2.7%
67.9
3.2%
3.0%
3.2%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
77.0
85.1
84.6
88.9
90.7
84.6
80.7
82.0
74.9
78.0
89.0
97.4
106.7
116.7
127.4

-4.5%
Total OOH
10.5%
77.0
85.1
-4.5%
TOTAL
1,012.9
10.5%
1,061.7
-0.4%
4.8%
-0.5%
5.0%
84.6
88.9
-0.5%
1,075.3
90.7
5.0%
1,112.9
1.3%

Radio
7%
2.0%
2.0%
1,130.9
3.5%
1.6%
78.6
87.6
-13.3%
11.4%
78.6
87.6
-13.3%
11.4%
1,069.6
-5.4%
1,033.7
-3.4%
OOH
6%
80.7
-3.4%
1,017.7
82.0
-4.6%
74.9
1.6%
989.5
-1.6%
-8.7%
-8.7%
789.4
-2.8%
807.6
-20.2%
2.3%
4.2%
14.1%
78.0
89.0
4.2%
Total (mm)
9.5%
97.4
14.1%
819.4
866.8
1.5%
106.7
9.5%
904.8
5.8%
RANK
9.5%
9.5%
946.8
4.4%
4.6%
1.5%
-
56
819.4
Internet
17%
Internet
3%
10.3%
9.2%
127.4
9.4%
991.6
10.3%
9.2%
1,038.6
4.7%
4.9%
4.7%
RANK
3.8%
Total (bn)
64.8
54
USD Total (mm)
819.4
45
USD Total (bn)
64.8
54
Population (mm)
4.00
62
16.2
29
Population Growth
0.3%
44
Household (mm)
1.43
57
5.2%
33
Household Growth
0.5%
44

1.5%
64
1.0%
66
------
------
Newspapers
29%
116.7
Newspapers
20%
9.4%
Radio
7%
Television
48%
Source:
84.6
1.6%
Puerto Rico
Magazines
4%
Magazines
9%
-4.6%
OOH
9%
Television
41%
-3.4%
------
Television
99.9%
Internet
28.0%
60
Other Measures
Mobile
103.8%
45
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, ITU, H Calero Consulting Group
82
ROMANIA
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
63.4
81.2
87.0
98.6
141.0
195.3
286.9
419.7
497.5
362.2
315.0
318.4
357.5
408.6
466.7
531.5
605.3
13.7%
34.8%
28.1%
Romania (MM USD)

1 USD : 1 USD
TELEVISION
7.1%
13.3%
43.1%
38.5%
46.9%
46.3%
18.5%
-27.2%
-13.0%
1.1%
12.3%
14.3%
14.2%
13.9%
13.9%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
Total Television
63.4
81.2
87.0
98.6
141.0
195.3
286.9
419.7
497.5
362.2
315.0
318.4
357.5
408.6
466.7
531.5
605.3
34.8%
28.1%
7.1%
13.3%
43.1%
38.5%
46.9%
46.3%
18.5%
-27.2%
-13.0%
1.1%
12.3%
14.3%
-----13.7%
14.2%
13.9%
13.9%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.7
1.4
2.3
3.8
5.8
8.4
12.2
17.3
------
------
------
------
------
------
------
------
------
------
88.3%
69.7%
62.3%
52.8%
45.5%
45.0%
41.4%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.2
------
------
------
------
------
------
------
------
------
------
------
------
15.2
16.8
10.2%
0.0
0.5
0.9
1.6
2.1
------
------
69.9%
86.2%
31.7%
5.1
139.9%
8.3
12.0
15.7
61.9%
44.0%
30.9%
Total Internet
0.0
0.5
0.9
1.6
2.1
8.3
12.0
15.7
------
------
69.9%
86.2%
31.7%
139.9%
61.9%
44.0%
30.9%
41.6
44.6
46.3
58.0
62.0
NEWSPAPERS
31.0
26.3
31.5
38.7
10.9%
-15.1%
19.8%
22.8%
MAGAZINES
14.8
20.9
22.8
27.5
34.9
20.8%
26.9%
14.3
17.4
22.3%
2.4%
RADIO
41.4%
9.0%
5.0
9.7
14.0
-4.4%
94.4%
44.9%
7.5%
1.8%
5.1
7.3%
3.8%
37.8
25.3%
-3.0%
16.0
1.7%
22.0
6.9%
-64.5%
2.5
4.3
7.0
171.7%
168.5%
97.1%
76.3%
62.4%
20.2
26.6
34.4
43.6
55.5
69.2
20.4%
31.6%
29.3%
26.7%
27.3%
24.8%
18.2
22.7
30.9
41.4
54.5
72.0
93.5
13.7%
25.1%
35.8%
34.3%
31.4%
32.2%
29.9%
20.1
21.8
23.6
25.9
28.3
30.9
33.7
-8.6%
41.7
50.0
58.0
26.0
23.3
10.4%
20.0%
16.0%
-55.2%
-10.4%
20.9
28.7
41.0
51.0
30.0
25.5
20.1%
37.1%
42.8%
24.4%
-41.2%
-15.0%
8.3%
0.5
8.3%
1.2
49.2%
8.5%
24.7
26.8
6.0%
8.5%
23.5
25.2
-7.7%
9.6%
9.4%
29.5
32.5
10.2%
10.0%
27.4
30.1
7.1%
8.8%
9.7%
9.1%
110.3%
27.9%
32.7%
9.1%
8.8%
35.7
39.1
9.8%
9.6%
9.6%
32.9
35.9
9.5%
8.8%
9.2%
OUT-OF-HOME
0.0
0.0
0.0
0.0
0.0
0.1
0.1
0.2
0.2
0.3
0.3
0.4
0.4
0.6
0.7
0.9
1.1
Cinema
20.0%
21.3%
6.9%
31.5%
34.1%
91.9%
67.3%
59.5%
29.1%
54.4%
0.1%
13.1%
24.7%
25.5%
24.4%
23.5%
22.7%
13.5
16.4
23.0
30.8
39.4
49.4
78.8
54.5
60.9
69.2
78.7
89.4
20.0%
21.3%
31.5%
34.1%
27.9%
25.4%
59.5%
11.7%
13.7%
13.7%
13.6%
Total OOH
13.5
16.4
23.0
30.8
39.5
49.5
79.0
61.3
69.8
79.3
90.2
20.0%
21.3%
31.5%
34.1%
28.0%
25.5%
59.5%
11.8%
13.7%
13.7%
13.7%
TOTAL
127.6
154.9
20.6%
21.4%
17.5
6.9%
17.5
6.9%
173.6
203.6
12.1%

Radio
7%
267.9
17.3%
31.6%
343.2
461.5
28.1%
34.4%
OOH
6%
Source:
786.2
42.9%
63.0
54.8
-38.2%
-13.0%
519.2
19.2%
Total (mm)
456.9
-34.0%
-12.0%
0.0%
54.9
0.1%
466.0
525.3
2.0%
12.7%
RANK
602.7
14.7%
691.5
14.7%
13.3%
13.6%
102.6
13.3%
13.7%
793.3
910.2
14.7%
14.3%
14.7%
2.0%
-
53
466.0
RANK
4.0%
Total (bn)
164.7
164.7
42
7.7
50
2.5%
55
4.0%
41
5.2%
17
31.5
50
USD Total (mm)
466.0
48
USD Total (bn)
Population (mm)
21.39
33
Population Growth
-0.2%
66
7.28
28
-0.1%
64
Household Growth

Television
68%
101.6
Household (mm)
Internet
5%
Internet
17%
29.1%
54.5
-13.0%
Newspapers
5%
Newspapers
20%
102.0
62.7
-38.4%
Romania
Radio
5%
Magazines
5%
Magazines
9%
29.1%
OOH
12%
Television
41%
659.7
101.8
24.1%
53
Television
97.3%
44
Internet
61.4%
37
Other Measures
Mobile
124.5%
28
Gini Coefficient
83
RUSSIA
Russia (MM RUB)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
30.4 RUB : 1 USD

TELEVISION
7,852.1
15,404.2
62.4%
96.2%
29,774.5
39,389.2
93.3%
32.3%
50,658.0
28.6%
68,129.9
34.5%
88,629.0
30.1%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
177.6
------
------
------
------
------
------
------
7,852.1
15,404.2
29,774.5
39,389.2
50,658.0
68,129.9
88,806.6
Total Television
62.4%
96.2%
93.3%
32.3%
28.6%
34.5%
30.3%
115,725.2
142,300.0
30.6%
116,700.0
23.0%
581.5
1,300.0
227.4%
-18.0%
1,600.0
123.5%
116,306.7
143,600.0
31.0%
23.1%
118,300.0
23.5%
-17.6%
132,800.0
148,600.0
13.8%
165,889.3
11.9%
2,000.0
11.6%
2,400.0
25.0%
2,850.7
20.0%
134,800.0
18.8%
151,000.0
13.9%
168,740.0
12.0%
11.7%
177,223.8
189,224.2
6.8%
3,229.0
13.3%
180,452.8
201,135.1
6.8%
3,644.1
192,868.3
4,558.5
12.0%
13.7%
11.7%
205,217.7
6.9%
7.5%
6.2%
4,082.6
12.9%
6.9%
213,614.3
6.3%
218,172.8
6.4%
7.6%
6.3%
INTERNET
Paid Search
0.0
0.0
73.5
------
------
------
110.3
50.0%
288.1
592.2
161.2%
105.6%
1,279.5
116.1%
2,950.4
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
7.9
43.0
------
------
------
------
------
------
------
446.9%
0.0
88.6
281.0
554.5
945.6
1,628.5
2,648.2
------
------
Total Internet
0.0
88.6
------
------
8,248.0
15,882.2
NEWSPAPERS
44.3%
MAGAZINES
3,436.7
92.6%
5,986.4
63.2%
RADIO
1,677.8
74.2%
3,459.3
90.4%
106.2%
83.1
160.0
217.0%
97.3%
354.5
664.8
300.0%
19,058.6
87.5%
22,112.9
20.0%
10,018.0
16.0%
13,072.3
67.3%
30.5%
5,248.6
6,799.3
51.7%
29.5%
70.5%
1,233.7
85.6%
25,655.9
16.0%
16,615.2
27.1%
8,588.6
26.3%
72.2%
2,220.7
80.0%
27,977.1
9.0%
20,036.0
20.6%
10,139.3
18.1%
62.6%
3,935.6
77.2%
31,031.4
10.9%
23,456.8
17.1%
11,332.1
11.8%
7,500.0
130.6%
8,000.0
154.2%
5,615.4
150.0
300.0
248.5%
100.0%
7,950.0
112.0%
6.7%
8,000.0
41.6%
8,608.9
15,600.0
118.7%
0.6%
16,300.0
81.2%
34,818.7
37,139.9
12.2%
4.5%
19,349.7
6.7%
28,588.0
33,230.5
21.9%
-47.9%
18,650.3
16.2%
17,773.6
16,700.0
56.8%
-43.9%
9,700.0
-6.0%
-41.9%
11,204.1
14,607.0
40.1%
18,749.3
30.4%
450.0
28.4%
670.3
50.0%
968.3
49.0%
9,445.9
44.5%
11,722.7
18.1%
14,465.3
24.1%
21,100.0
23.4%
27,000.0
29.4%
34,182.8
28.0%
20,193.3
26.6%
21,201.4
4.4%
22,182.3
5.0%
19,706.7
4.6%
20,698.6
5.7%
22,495.1
5.0%
10,700.0
8.7%
11,200.0
10.3%
11,990.0
4.7%
7.1%
23,396.3
24.8%
1,339.3
38.3%
17,344.1
19.9%
42,079.7
23.1%
24,289.6
28,705.6
51,168.6
26,972.2
9.5%
13,129.1
14,376.3
74,433.5
21.2%
22.5%
20.0%
29,123.9
31,890.7
9.5%
8.5%
9.5%
29,534.5
32,340.3
9.5%
9.3%
9.5%
15,742.1
9.5%
19.9%
17.9%
62,002.7
9.5%
9.5%
29,041.9
19.1%
9.5%
33.9%
26.6%
24,625.8
21.6%
26,597.2
2,890.0
28.1%
19.2%
23.8%
21.1%
2,283.4
33.1%
20,680.9
42,501.5
22.3%
1,782.0
9.5%
24,632.1
35,093.5
22.7%
17,237.6
9.5%
9.0%
9.5%
OUT-OF-HOME
Cinema
151.4%
4,533.4
92.5%
7,797.0
108.8%
Total OOH
4,616.5
72.0%
7,957.0
109.5%
TOTAL
25,831.0
72.4%
48,777.7
64.1%
88.8%
313.5
409.2
95.9%
12,119.3
30.5%
15,803.2
55.4%
12,432.8
30.4%
16,212.4
56.3%
76,887.1
30.4%
98,250.8
57.6%
27.8%

Radio
7%
17.4%
19,909.6
26.0%
20,389.8
25.8%
123,141.1
25.3%
666.7
38.8%
24,895.1
25.0%
25,561.8
25.4%
154,064.8
25.1%
400.0
-40.0%
31,925.3
28.2%
32,325.3
26.5%
190,887.8
23.9%
500.0
750.0
25.0%
40,180.1
45,500.0
25.9%
-20.0%
27,300.0
13.2%
40,680.1
46,250.0
25.8%
246,775.9
600.0
50.0%
-40.0%
27,900.0
13.7%
292,520.4
29.3%
-39.7%
210,200.0
18.5%
-28.1%
800.0
1,000.0
33.3%
32,800.0
10.1%
38,700.0
20.1%
42,604.9
18.0%
33,600.0
10.1%
39,700.0
20.4%
240,100.0
1,100.9
25.0%
43,705.8
18.2%
10.1%
270,800.0
14.2%
303,296.0
12.8%
12.0%
RANK
Russia
OOH
6%
OOH
15%
Television
41%
Radio
4%
Magazines
9%
Magazines
7%
Newspapers
8%
Newspapers
20%
Television
56%
Internet
10%
1,197.1
1,301.7
8.7%
46,328.6
50,375.3
8.7%
47,525.7
51,677.0
363,659.5
60,401.2
9.5%
9.3%
9.5%
56,586.3
61,962.0
9.5%
398,207.1
9.5%
9.3%
9.5%
55,160.9
8.7%
9.5%
1,560.8
9.5%
8.7%
8.7%
332,109.1
1,425.3
8.7%
9.3%
9.5%
436,036.8
9.5%
10.0%
9.5%
RANK
12.8%
Total (RUB) (mm) RUB
270,800.0
10
13.5%
Total (RUB) (bn)
51,071.7
1,625.2
11
11.6
36
13.8%
4.0%
40
7.4%
37.5
27
USD Total (mm)
8,893.3
11
USD Total (bn)
Population (mm)
139.89
Population Growth
-0.3%
68
Household (mm)
52.37
Household Growth
-0.1%
63

Internet
17%
Source:
480.2
Television
99.8%
Internet
47.6%
43
Other Measures
Mobile
198.1%
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, TNS, Russian Association of Communication Agencies (RACA)
84
SERBIA
Serbia (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
102.5
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
89.5
74.3
75.8
81.3
96.4
116.0
142.4
166.1
179.7
17.2%
-12.7%
-16.9%
2008A
0.74 EUR : 1 USD

TELEVISION
19.0
15.8
35.4
43.0
52.5
60.1
71.1
45.2%
-16.8%
124.1%
21.3%
22.2%
14.5%
18.3%
44.1%
1.9%
7.3%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.2
------
------
------
------
------
------
------
------
------
------
------
------
102.5
89.5
74.3
75.8
81.5
-12.7%
-16.9%
Total Television
19.0
15.8
35.4
43.0
52.5
60.1
71.1
45.2%
-16.8%
124.1%
21.3%
22.2%
14.5%
18.3%
44.1%
1.9%
18.6%
0.5
197.3%
96.9
7.6%
18.9%
20.3%
22.7%
1.2
4.4
141.8%
275.8%
117.2
146.8
20.9%
25.3%
16.6%
8.2%
8.7
11.5
98.5%
31.2%
174.8
134.1%
191.1
19.1%
18.6%
9.3%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
0.0
0.0
157.1%
153.7%
0.1
160.5%
0.1
0.2
30.6%
96.3%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
0.0
519.6%
0.0
0.0
0.2
0.3
0.4
0.5
0.8
1.5
1.5
1.8
------
------
------
44.0%
39.3%
27.2%
67.4%
93.4%
3.3%
19.6%
0.4
167.4%
0.0
315.3%
3.7
101.3%
1.2
1.9
3.1
4.8
6.4
65.3%
65.2%
63.0%
53.5%
35.0%
0.1
0.3
170.9%
180.4%
55.9%
0.6
1.1
1.9
3.0
78.2%
91.4%
73.9%
58.5%
92.4%
4.9
6.5
8.9
12.5
17.0
20.5
30.7%
33.3%
36.8%
41.0%
35.5%
21.0%
33.3%
Total Internet
0.0
0.0
0.2
0.3
0.4
0.5
0.8
1.6
1.6
2.0
5.7
8.0
11.4
16.7
23.6
30.0
------
------
------
44.0%
40.7%
28.5%
69.1%
95.4%
4.5%
23.9%
107.6%
35.4%
40.2%
42.5%
47.2%
41.3%
26.8%
14.6
18.7
21.0
24.7
30.1
35.2
37.8
28.3%
12.5%
17.2%
22.2%
16.9%
13.7
15.1
16.9
19.7
22.4
12.2%
16.4%
13.8%
NEWSPAPERS
MAGAZINES
RADIO
1.3
1.1
44.3%
-16.2%
1.3
1.1
44.3%
-16.2%
1.3
1.1
44.3%
-16.2%
3.0
173.9%
3.0
173.9%
2.5
128.2%
5.9
7.7
9.5
12.5
20.1
23.4
15.4
98.5%
30.9%
24.0%
30.7%
61.4%
16.2%
-34.2%
5.9
7.7
9.5
12.5
20.1
17.7
12.9
98.5%
30.9%
24.0%
30.7%
61.4%
-11.8%
-27.5%
4.2
0.7
63.3%
-5.2%
11.7
-9.2%
17.7%
9.7%
39.4%
15.1%
7.3%
23.3
11.2%
4.2%
2.6
3.2
3.8
5.1
7.5
6.7
5.0
4.8
5.2
5.8
7.0
8.7
10.5
11.5
5.9%
24.1%
17.8%
33.4%
48.3%
-11.4%
-24.6%
-4.0%
8.3%
10.6%
20.1%
25.3%
19.9%
10.1%
17.0%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
------
------
------
------

Total OOH
2.7
2.3
44.3%
-16.2%
2.7
2.3
44.3%
-16.2%
TOTAL
25.6
45.0%
4.9
114.0%
4.9
0.3
0.5
83.3%
120.0%
22.7
7.2
8.9
11.3
14.0
22.6
22.9%
27.6%
23.3%
62.0%
7.2
8.9
11.4
14.2
23.1
46.6%
23.2%
28.5%
24.5%
62.4%
21.4
48.9
64.8
80.4
94.9
-16.6%
129.1%
32.5%
24.0%
18.1%
116.2
22.4%
174.9
50.6%
0.3%
23.8
3.0%
162.7
-7.0%
1.0
0.8
0.8
0.9
1.0
1.2
1.4
1.5
-7.2%
-26.2%
8.4%
7.4%
11.0%
21.4%
16.1%
6.6%
17.9
20.8
25.9
30.7
12.2%
16.1%
24.2%
18.9%
18.8
21.8
27.1
32.1
12.0%
15.9%
24.1%
18.8%
15.0
-34.0%
16.0
-32.8%
125.6
-22.8%
Radio
4%
Internet
17%
Source:
15.7
-2.1%
126.7
0.9%
16.0
7.2%
16.8
7.3%
141.7
165.6
11.8%
16.9%
RANK
Television
57%
11.8%
141.7
USD Total (mm)
189.8
Population (mm)
7.41
Population Growth
Household Growth
13
20.1%
249.1
25.3%
33.6
16.0%
9.2%
35.1
15.8%
9.1%
298.6
328.8
19.9%
18.3%
10.1%
RANK
12.6%
Total (EUR) (bn)
0.4
59
USD Total (bn)
0.5
66
50
0.1
66
0.2%
49
2.50
49
9.1%
14
-0.2%
65

3.4%
43
4.4%
20
------
------

Internet
4%
198.9
12.4%
Household (mm)
Newspapers
13%
-0.4%
Serbia
Magazines
10%
Newspapers
20%
14.9
OOH
12%
Television
41%
1.1
142.8%
46.5%
OOH
6%
Magazines
9%
0.1
328.5%
114.0%

Radio
7%
0.0
269.6%
Television
96.6%
49
Internet
40.9%
50
Other Measures
Mobile
103.8%
44
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, European Bank for Reconstruction and Development (EBRD), IMF, ITU, Economist Intelligence Unit
85
SINGAPORE
Singapore (MM SGD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
319.4
360.6
428.0
507.0
622.8
507.0
534.2
477.9
514.0
495.2
541.1
572.4
615.6
663.3
716.1
775.0
838.6
7.9%
1.36 SGD : 1 USD

TELEVISION
15.3%
12.9%
18.7%
18.5%
22.8%
-18.6%
5.4%
-10.5%
7.6%
-3.7%
9.3%
5.8%
7.6%
7.7%
8.0%
8.2%
8.2%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
319.4
360.6
428.0
507.0
622.8
507.0
534.2
477.9
514.0
495.2
541.1
572.4
615.6
663.3
716.1
775.0
838.6
Total Television
15.3%
12.9%
18.7%
18.5%
22.8%
-18.6%
5.4%
-10.5%
7.6%
-3.7%
9.3%
5.8%
7.6%
7.7%
8.0%
8.2%
-----7.9%
8.2%
INTERNET
Paid Search
0.0
283.6%
0.0
0.1
0.1
77.4%
55.5%
44.1%
0.9
878.8%
4.6
391.2%
11.5
23.7
19.7
22.2
26.0
31.3
37.5
42.9
49.9
56.2
63.4
150.6%
106.1%
-17.2%
12.9%
17.3%
20.3%
19.9%
14.2%
16.4%
12.8%
12.7%
15.1%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.2
0.3
0.4
0.6
0.9
1.1
1.4
1.8
2.2
2.7
------
------
------
------
------
------
------
------
80.5%
42.1%
49.2%
41.2%
28.0%
25.9%
24.3%
23.1%
21.9%
40.8
49.1
51.4
53.8
58.3
62.3
68.3
74.9

0.9
283.6%
Total Internet
0.9
283.6%
NEWSPAPERS
620.9
MAGAZINES
109.9
19.4
29.0
38.9
58.5
39.6
434.9%
49.5%
33.9%
50.6%
-32.4%
1.7
2.6
3.7
20.4
33.6
50.4
82.4
59.5
77.4%
55.5%
44.1%
446.3%
65.2%
49.9%
63.6%
-27.8%
61.8
8.8%
RADIO
3.6
44.1%
-2.9%
57.9
2.5
55.5%
602.7
-0.9%
1.6
77.4%
6.8%
111.7
3.5%
1.7%
621.1
647.8
3.0%
703.1
4.3%
70.2
80.8
13.5%
15.2%
121.0
133.0
8.5%
84.3
4.2%
151.1
8.3%
10.0%
13.6%
697.1
720.1
-0.8%
86.7
3.3%
109.4
2.9%
142.2
26.2%
121.9
-5.9%
-14.3%
783.7
3.2%
63.5
6.6%
812.2
8.8%
764.2
3.6%
110.5
-5.9%
106.9
1.0%
99.2
-3.2%
115.2
-7.2%
122.1
-5.5%
132.6
6.0%
8.6%
20.2%
4.6%
4.9%
75.8
83.6
92.5
19.4%
10.3%
10.7%
889.2
959.2
16.4%
1,039.4
7.9%
105.4
8.4%
112.4
6.2%
120.5
6.7%
161.3
7.2%
171.7
21.7%
183.5
6.4%
6.9%
8.3%
102.6
10.9%
1,128.3
6.8%
113.9
11.0%
1,227.2
8.5%
129.4
8.8%
139.1
7.3%
196.4
7.6%
210.6
7.0%
7.2%
9.7%
126.7
24.6%
7.8%
9.6%
140.9
11.2%
1,338.0
11.0%
11.2%
1,458.8
9.0%
150.0
8.7%
9.0%
161.7
7.8%
226.3
7.5%
7.8%
243.2
7.5%
7.2%
7.5%
OUT-OF-HOME
6.2
7.0
8.4
10.4
11.6
13.4
Cinema
12.8%
11.7%
20.9%
23.2%
11.8%
15.2%
21.0
23.4
27.3
36.6
38.4
39.3
14.4%
11.2%
16.9%
33.9%
Total OOH
27.3
30.3
35.8
47.0
14.0%
11.3%
17.8%
31.4%
TOTAL
1,136.2
1,168.9
4.5%
2.9%
1,278.5
1,419.4
9.4%
11.0%

Radio
7%
Magazines
9%
Radio
8%
Magazines
6%
6.5%
1,631.6
15.0%
52.7
16.6
25.2%
63.8
86.3
36.8%
35.2%
58.8
79.0
11.6%
34.4%
1,594.8
-6.9%
5.0%
1,648.8
15.3
9.1%
18.6%
5.3%
1,519.4
15.2
46.6
2.3%
-7.4%
79.5
-7.8%
102.8
94.9
30.2%
1,717.7
3.4%
-7.8%
1,649.5
4.2%
-4.0%
15.2
16.5
-0.9%
90.5
9.2%
99.2
13.8%
109.3
9.7%
105.7
10.1%
115.8
11.4%
1,878.4
18.1
8.8%
127.4
9.6%
10.0%
2,015.0
13.9%
2,178.9
7.3%
8.1%
RANK
Singapore
OOH
6%
Television
28%
Internet
4%
Newspapers
20%
Newspapers
48%
19.8
21.7
9.4%
120.6
10.3%
140.3
10.2%
2,360.2
9.6%
133.2
10.5%
154.9
10.4%
2,561.8
8.3%
8.5%
23.8
26.1
9.8%
147.5
9.6%
9.8%
163.3
10.7%
171.3
10.5%
10.7%
189.4
10.6%
2,787.3
10.3%
10.6%
3,032.6
8.8%
8.5%
8.8%
RANK
7.3%
Total (SGD) (mm) SGD
2,015.0
USD Total (mm)
1,481.6
Population (mm)
5.19
Population Growth
24
6.7%
Total (SGD) (bn)
319.7
35
USD Total (bn)
246.0
36
55
47.4
12
1.7%
Household (mm)
1.16
61
6.2%
28
Household Growth
1.7%

4.4%
39
2.4%
43
42.5
17

Internet
17%
Source:
50.0
-9.2%
OOH
6%
Television
41%
5.0%
12.1
33
Television
99.1%
17
Internet
93.2%
Other Measures
Mobile
146.0%
13
Gini Coefficient
86
SLOVAKIA
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
48.4
56.3
72.1
83.8
97.9
115.0
137.6
160.4
175.5
136.8
132.1
136.5
142.3
147.9
154.3
163.8
175.5
5.2%
16.4%
16.4%
27.9%
16.3%
16.8%
Slovakia (MM EUR)

0.74 EUR : 1 USD
TELEVISION
17.5%
19.7%
16.5%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.7
0.8
------
------
------
------
------
------
------
16.5%
Total Television
48.4
56.3
72.1
83.8
97.9
115.0
138.3
16.4%
16.4%
27.9%
16.3%
16.8%
17.5%
20.3%
161.2
16.5%
9.4%
1.8
120.0%
177.3
10.0%
-22.0%
-3.5%
3.3%
4.2%
3.9%
4.3%
6.1%
7.1%
2.1
2.1
2.4
2.5
2.7
2.9
3.2
3.5
17.5%
3.1%
9.9%
7.4%
7.0%
7.3%
9.1%
10.0%
138.9
-21.6%
134.2
-3.4%
138.8
144.8
3.4%
4.3%
150.6
157.2
4.0%
4.4%
167.0
8.1%
179.0
6.2%
5.2%
7.2%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
0.0
0.5
------
------
------
------
------
------
------
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------

Total Internet
0.1
136.8%
1.6
219.6%
0.2
3.4
108.6%
0.6
1.3
1.7
2.0
2.4
2.9
24.0%
22.7%
19.5%
17.3%
16.8
16.0
15.9
16.7
17.7
18.9
19.9
20.9
5.1
7.6
8.4
10.3
18.1
48.3%
11.1%
22.9%
75.7%
1.3
1.5
2.1
3.8
5.1
7.6
9.0
12.2
22.1
85.7%
15.4%
40.0%
81.0%
34.2%
49.0%
18.4%
35.6%
81.1%
20.0
24.7
26.7
29.6
35.0
39.1
44.8
46.9
11.1%
18.1%
11.7%
14.6%
34.3
40.6
46.6
18.6%
14.6%
28.6
30.9
15.5
19.3
23.8
28.3
31.5
14.6%
24.4%
23.3%
19.2%
11.1%
RADIO
13.4
15.2
18.3
20.7
23.2
11.2%
13.1%
20.7%
12.9%
12.0%
9.0%
24.5
5.5%
16.8%
19.4%
24.6%
34.2%
MAGAZINES
14.0%
1.1
3.8
13.3
16.3%
20.2%
81.0%
7.9%
11.7
18.8%
0.9
2.1
23.3%
10.0
45.1%
40.0%
5.9%
8.4
23.1%
0.6
1.5
14.6%
6.9
25.1%
12.2%
15.4%
18.9
5.5
22.7%
126.4%
1.3
NEWSPAPERS
4.5
38.3%
171.1%
85.7%
3.2
-5.0%
8.0%
4.8%
50.8
9.1%
32.6
5.4%
-7.4%
20.7
-6.5%
-4.5%
21.4
3.7%
34.3
28.2
-26.8%
-17.7%
36.8
32.1
-27.6%
-12.7%
24.5
19.3
-24.8%
-21.3%
-0.6%
4.8%
22.5
5.1%
27.6
-2.1%
27.8
31.0
10.7%
11.6%
11.5%
27.7
27.8
28.0
33.2
4.9%
-1.7%
19.4
19.6
0.7%
7.0%
24.9
0.3%
33.7
5.9%
1.1%
0.4%
33.2
0.8%
33.3
0.0%
19.7
0.4%
20.1
0.6%
1.7%
5.0%
34.0
21.6%
5.5%
5.0%
37.0
9.6%
28.6
10.5%
9.0%
29.3
2.1%
33.9
1.2%
2.5%
34.5
1.7%
21.2
0.5%
2.0%
22.0
5.5%
2.5%
3.6%
OUT-OF-HOME
0.3
0.4
0.5
0.6
0.6
0.7
0.9
1.0
1.1
1.0
1.1
0.9
0.9
0.9
1.0
1.0
1.0
Cinema
15.0%
15.0%
25.0%
15.0%
13.0%
15.0%
18.0%
15.0%
10.0%
-7.9%
8.8%
-16.4%
1.2%
1.4%
1.9%
3.3%
3.8%
16.1
18.3
22.3
24.5
24.9
27.7
33.3
35.9
36.2
11.8%
14.2%
21.4%
11.1%
20.6%
Total OOH
16.4
18.7
22.8
25.0
28.4
34.2
11.9%
14.2%
21.5%
10.0%
11.2%
20.5%
TOTAL
114.0
131.1
15.0%
15.0%
163.7
1.7%
25.5
2.0%
188.4
24.9%

Radio
7%
9.9%
212.8
15.0%
13.0%
244.7
15.0%
289.8
18.4%
OOH
6%
Magazines
9%
332.4
14.7%
37.3
1.1%
366.9
10.4%
31.3
26.6
10.5%
-15.0%
29.3
32.4
27.5
-21.3%
10.4%
-15.1%
284.5
-22.5%
267.6
-5.9%
27.3
2.8%
28.3
2.8%
269.6
278.5
0.7%
3.3%
RANK
Television
52%
28.2
29.2
3.0%
29.1
3.5%
30.1
3.0%
288.2
3.5%
299.8
3.5%
4.0%
Internet
17%
Internet
8%
32.3
5.0%
31.6
4.0%
5.5%
33.4
5.0%
316.2
3.9%
5.5%
335.2
5.5%
4.5%
6.0%
RANK
0.7%
269.6
USD Total (mm)
361.2
Population (mm)
5.43
Population Growth
58
6.6%
Total (EUR) (bn)
71.2
50
USD Total (bn)
104.6
48
53
19.3
28
0.1%
53
Household (mm)
1.90
53
6.1%
29
Household Growth
0.0%
57

7.5%
15
1.9%
54
25.8
60
Newspapers
10%
30.6
Newspapers
20%
Source:
7.8%
28.3
-21.7%
Slovakia
Radio
7%
Magazines
13%
36.9
0.9%
OOH
10%
Television
41%
7.6%
2.3%
36
Television
98.5%
28
Internet
93.1%
Other Measures
Mobile
127.0%
26
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, MML, A-Connect, TNS PMT, Trend Analyses, Aim Monitor, ABC
87
SLOVENIA
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
43.1
43.8
48.0
50.7
62.0
65.6
59.1
74.1
86.6
81.7
85.4
94.6
101.6
111.1
120.8
129.1
138.1
7.9%
31.1%
25.5%
16.9%
Slovenia (MM EUR)

0.74 EUR : 1 USD
TELEVISION
1.7%
9.7%
5.5%
22.4%
5.8%
-9.9%
-5.7%
4.5%
10.8%
7.5%
9.3%
8.7%
6.9%
6.9%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
0.1
0.1
0.1
0.1
------
------
------
------
------
------
------
------
------
------
39.3%
38.5%
29.0%
27.5%
24.3%
20.3%
18.8%
Total Television
43.1
43.8
48.0
50.7
62.0
65.6
59.1
74.1
86.6
81.8
85.4
94.6
31.1%
25.5%
16.9%
1.7%
9.7%
5.5%
22.4%
5.8%
-9.9%
-5.6%
4.5%
101.7
10.8%
7.5%
111.2
120.9
9.3%
8.7%
129.3
23.9%
138.2
6.9%
7.9%
6.9%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.2
------
------
------
------
------
0.6
200.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.1
------
------
------
------
------
------
1.6
169.2%
0.3
390.6%
2.7
5.1
3.8
5.5
6.8
8.4
9.6
10.9
12.3
13.7
68.4%
87.5%
-25.0%
43.4%
24.6%
22.2%
14.8%
13.6%
12.7%
11.6%
1.0
254.8%
3.2
210.5%
4.9
6.4
7.9
9.6
11.1
12.6
14.3
15.9
51.8%
30.4%
23.6%
21.4%
15.2%
14.0%
13.1%
11.4%
10.3
10.9
11.5
12.0
12.8
0.7
1.4
1.6
2.2
2.5
2.3
4.0
4.9
8.7
8.8
8.7
9.6
------
93.1%
12.5%
35.1%
15.0%
-7.3%
69.9%
24.1%
76.6%
1.3%
-0.4%
9.6%
Total Internet
0.7
1.4
1.6
2.2
2.7
3.0
5.9
8.7
17.0
------
93.1%
12.5%
35.1%
24.2%
10.2%
96.2%
47.8%
96.1%
22.2
22.3
29.5
35.1
38.7
38.2
41.9
44.5
32.0%
19.2%
10.0%
25.3
28.7
29.1
NEWSPAPERS
21.3
4.3%
MAGAZINES
26.2
10.6%
RADIO
11.0
-27.9%
4.6%
24.9
-4.7%
11.0
0.5%
0.4%
26.2
5.2%
10.8
-2.3%
-3.6%
13.4%
10.5
11.3
-2.9%
7.5%
1.5%
11.5
1.7%
-1.2%
30.3
4.1%
11.8
3.3%
9.6%
31.9
5.2%
12.3
3.5%
6.4%
17.5
3.0%
29.2
-34.5%
36.0
27.1
12.8%
-24.8%
13.9
13.9
13.0%
14.9%
0.0%
7.2%
6.5%
5.2%
4.2%
20.6
24.3
28.2
31.6
35.0
38.5
17.8%
17.9%
16.0%
11.9%
10.8%
10.0%
28.0
28.0
28.1
28.3
28.5
29.0
-3.9%
24.5
-9.5%
13.6
-2.2%
0.0%
0.3%
24.5
25.0
0.0%
2.0%
14.0
14.6
3.0%
4.8%
0.5%
25.6
0.9%
26.2
2.5%
15.4
2.2%
16.3
5.5%
5.4%
15.0%
5.9%
6.4%
42.3
11.7%
9.9%
29.4
1.7%
27.1
1.0%
1.5%
28.0
3.3%
17.3
2.6%
3.2%
18.4
6.3%
5.7%
6.3%
OUT-OF-HOME
Cinema
0.0
0.0
0.6
0.6
0.7
0.9
0.8
0.9
0.8
0.8
0.7
0.7
0.8
0.8
0.9
0.9
1.0
------
------
------
15.0%
16.7%
14.7%
-3.2%
4.9%
-10.2%
-2.7%
-3.0%
0.5%
3.6%
4.2%
7.0%
6.3%
6.3%

Total OOH
TOTAL
6.4
7.6
7.6
8.5
9.1
14.7
18.0
-7.0%
18.9%
-0.1%
11.3%
6.8%
62.0%
22.5%
6.4
7.6
8.2
9.1
9.8
15.5
18.8
-7.0%
18.9%
7.3%
11.5%
7.5%
58.4%
21.1%
108.6
111.1
9.7%
2.2%
117.2

Radio
7%
149.6
8.6%
17.6%
163.3
9.2%
164.1
0.5%
OOH
6%
Radio
7%
Television
41%
Magazines
9%
127.2
5.5%
Source:
20.2
7.4%
189.0
15.2%
19.7
1.9%
20.5
1.4%
218.5
15.6%
14.2
-28.0%
14.9
-27.0%
184.3
-15.6%
14.6
3.3%
15.4
3.0%
187.6
1.8%
14.8
15.4
1.4%
3.6%
15.6
16.1
1.3%
3.6%
201.1
213.8
7.2%
6.4%
RANK
Slovenia
Television
47%
16.0
17.1
4.2%
16.8
7.0%
18.0
4.2%
228.9
7.0%
244.9
7.1%
7.0%
19.4
6.3%
19.1
5.5%
6.3%
20.3
6.3%
260.3
5.5%
6.3%
276.7
6.3%
6.6%
6.3%
RANK
7.2%
201.1
USD Total (mm)
269.4
Population (mm)
2.02
Population Growth
25
4.8%
Total (EUR) (bn)
37.2
55
USD Total (bn)
54.7
56
70
27.1
24
0.1%
52
Household (mm)
0.69
65
4.9%
42
Household Growth
0.0%
58

4.5%
36
2.3%
44
31.2
51

Internet
12%
18.2
Newspapers
14%
Internet
17%
7.5%
OOH
8%
Magazines
12%
Newspapers
20%
19.3
5.5%
45
Television
99.3%
12
Internet
78.3%
20
Other Measures
Mobile
108.0%
41
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB
88
SOUTH AFRICA
South Africa (MM ZAR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
7.23 ZAR : 1 USD

TELEVISION
3,006.2
3,091.1
4.1%
2.8%
3,633.0
4,410.8
17.5%
21.4%
5,577.0
26.4%
6,321.9
13.4%
5,749.6
-9.1%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
1,955.0
------
------
------
------
------
------
------
3,006.2
3,091.1
3,633.0
4,410.8
5,577.0
6,321.9
7,704.6
Total Television
4.1%
2.8%
17.5%
21.4%
26.4%
13.4%
21.9%
6,773.0
6,782.5
17.8%
2,606.6
3,180.3
33.3%
9,379.6
6,749.3
0.1%
-0.5%
3,738.3
22.0%
9,962.8
21.7%
17.5%
10,487.6
6.2%
5.3%
7,001.8
7,241.6
3.7%
4,317.9
7.7%
4,857.0
15.5%
11,319.7
7,796.7
3.4%
5,564.1
12.5%
14.6%
12,098.6
7.9%
13,360.7
6.9%
10.4%
8,395.7
9,098.4
7.7%
6,306.5
13.3%
14,702.2
9,831.8
8.4%
7,060.7
16,159.1
8,570.9
10.7%
12.0%
9.6%
17,649.8
9.9%
7.8%
7.4%
7,818.0
12.0%
10.0%
10,562.8
8.1%
19,133.7
9.2%
9.6%
8.4%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
0.0
66.7
------
------
------
------
------
------
112.2
68.3%
191.5
255.5
332.0
70.7%
33.4%
30.0%
Online Video
0.0
0.0
0.0
0.0
0.0
3.3
11.5
29.7
50.5
76.1
------
------
------
------
------
------
245.1%
159.0%
70.3%
50.6%
49.0
115.9
137.4
162.6
242.3
15.2
54.0
45.0
90.4%
254.3%
-16.7%
Total Internet
15.2
54.0
45.0
90.4%
254.3%
-16.7%
NEWSPAPERS
2,393.3
2,435.4
1.4%
MAGAZINES
1,214.5
1.8%
1,250.9
2.5%
RADIO
1,203.1
3.0%
1,172.9
0.2%
-2.5%
9.0%
49.0
9.0%
2,747.2
3,294.4
12.8%
19.9%
1,318.4
1,445.9
5.4%
9.7%
1,471.9
1,695.2
25.5%
15.2%
136.6%
115.9
136.6%
3,972.9
20.6%
1,712.2
18.4%
1,930.4
13.9%
18.5%
207.4
78.9%
4,747.9
19.5%
2,060.3
20.3%
2,363.2
22.4%
18.4%
286.3
38.0%
5,634.0
18.7%
2,388.8
15.9%
2,645.8
12.0%
325.4
49.0%
463.5
6,562.1
26.8%
6,377.0
0.4%
2,737.5
10.1%
2,964.8
800.9
36.2%
16.0%
2,629.9
20.7%
631.4
61.9%
6,535.8
392.8
34.3%
-2.8%
2,535.0
4.1%
3,345.2
12.1%
-7.4%
3,041.0
12.8%
-9.1%
489.0
642.1
47.3%
858.3
31.3%
125.5
33.7%
178.8
65.0%
258.6
42.4%
537.3
44.6%
656.8
36.8%
827.1
22.2%
1,151.8
25.9%
1,477.6
43.8%
1,944.0
28.3%
7,014.7
31.6%
7,447.8
10.0%
8,190.9
6.2%
2,734.4
10.0%
2,867.8
7.9%
3,114.4
4.9%
3,345.1
8.6%
3,521.3
10.0%
3,838.8
5.3%
9.0%
1,075.8
25.3%
343.8
33.0%
984.3
19.0%
2,403.9
23.7%
9,007.5
10.0%
3,380.8
1,342.0
10.8%
693.5
25.9%
1,170.2
1,578.2
17.0%
2,958.9
4,203.3
20.3%
11,896.2
9.2%
3,668.4
4,345.7
7.7%
4,716.1
8.7%
10.0%
5,189.2
10.8%
9.8%
10.0%
3,949.5
8.5%
23.3%
18.1%
10,811.7
10.0%
19.2%
15.3%
3,559.6
23.1%
31.1%
23.3%
1,368.6
18.9%
24.6%
18.6%
562.4
30.0%
9,904.9
1,931.6
21.4%
446.8
8.6%
4,254.9
1,628.7
24.7%
5,709.7
10.0%
10.1%
10.0%
OUT-OF-HOME
Cinema
69.7
55.3
74.2
82.7
254.4
29.0%
-20.6%
34.2%
11.5%
207.6%
330.7
417.5
8.0%
Total OOH
400.4
26.2%
472.8
11.2%
TOTAL
8,232.7
18.1%
8,477.1
2.9%
3.0%
428.9
521.1
2.7%
21.5%
503.2
603.8
6.4%
9,718.7
20.0%
11,499.0
14.6%
18.3%

Radio
7%
19.5%
877.3
45.3%
14,185.7
23.4%
14.9%
1,086.9
74.5%
1,379.4
57.2%
17,080.0
20.4%
34.5%
1,023.3
-5.9%
1,416.6
2.7%
20,076.0
17.5%
Radio
12%
Television
41%
359.6
357.3
-8.5%
1,161.0
1,080.6
13.5%
1,520.6
-16.2%
1,075.1
-6.9%
1,438.0
7.3%
23,494.2
299.4
-0.6%
-0.5%
1,374.5
-5.4%
24,677.1
17.0%
-4.4%
24,616.0
5.0%
-0.2%
325.1
333.8
8.6%
1,186.9
6.2%
1,226.0
10.4%
1,310.1
3.3%
1,512.0
6.9%
1,559.8
10.0%
27,077.6
354.6
2.7%
1,664.7
3.2%
6.7%
28,973.1
10.0%
32,113.5
7.0%
10.8%
RANK
South Africa
OOH
5%
Television
42%
Magazines
10%
391.2
10.3%
1,454.0
11.0%
1,845.1
10.8%
35,594.4
10.8%
431.5
1,613.6
Newspapers
26%
Internet
5%
1,953.6
10.0%
2,045.1
2,476.0
10.0%
9.7%
10.0%
43,410.1
10.8%
9.8%
10.0%
2,250.3
10.8%
9.4%
10.0%
1,775.5
11.0%
39,452.6
522.4
10.0%
47,764.7
10.0%
10.5%
10.0%
RANK
7.0%
Total (ZAR) (mm) ZAR
28,973.1
USD Total (mm)
4,007.3
Population (mm)
50.51
Population Growth
27
10.7%
Total (ZAR) (bn)
2,962.3
20
USD Total (bn)
405.2
26
18
8.0
48
1.2%
21
Household (mm)
11.16
23
8.7%
16
Household Growth
2.8%

4.7%
35
5.8%
13
57.8
Internet
17%
474.8
10.3%
Newspapers
20%
Source:
393.2
OOH
6%
Magazines
9%
622.9
292.4
15
Television
85.2%
64
Internet
9.4%
67
Other Measures
Mobile
96.8%
52
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Nielsen
89
SOUTH KOREA
South Korea (MM KRW)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1150 KRW : 1 USD

TELEVISION
1,614,990.6
1,503,651.2
33.3%
Pay TV
61,599.2
-6.9%
87,701.2
102.6%
Total Television
1,676,589.8
42.4%
1,591,352.4
35.0%
-5.1%
1,806,023.2
1,671,245.6
20.1%
162,752.1
236,569.0
85.6%
1,968,775.3
2,223,848.0
-7.5%
33.1%
508,152.0
45.4%
1,907,814.6
23.7%
114.8%
2,732,000.0
-3.1%
43.2%
2,097,891.0
-5.7%
623,109.0
22.6%
2,721,000.0
-0.4%
1,932,950.0
-7.9%
952,050.0
52.8%
2,885,000.0
6.0%
2,088,009.0
2,023,476.0
8.0%
924,991.0
1,070,524.0
-2.8%
3,013,000.0
1,953,600.0
-3.1%
-3.5%
1,006,400.0
15.7%
3,094,000.0
4.4%
-6.0%
2,960,000.0
2.7%
-4.3%
2,090,352.0
2,132,159.0
7.0%
2,380,673.9
2.0%
1,076,848.0
11.7%
1,098,385.0
7.0%
1,226,407.8
2.0%
3,167,200.0
11.7%
3,230,544.0
7.0%
3,607,081.7
2.0%
11.7%
2,642,192.1
2,877,776.2
11.0%
3,146,640.0
8.9%
1,361,129.2
1,482,490.8
11.0%
1,620,996.4
8.9%
4,003,321.3
4,360,266.9
11.0%
3,440,479.1
9.3%
1,772,368.0
9.3%
4,767,636.3
8.9%
10.0%
9.3%
10.0%
9.3%
5,212,847.1
9.3%
10.0%
9.3%
INTERNET
Paid Search
0.0
15,229.2
------
------
60,775.1
118,791.1
299.1%
182,073.7
95.5%
53.3%
352,752.6
93.7%
528,540.0
49.8%
700,383.2
765,804.5
32.5%
699,376.8
9.3%
-8.7%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
5,157.4
------
------
------
------
------
------
------
------
------
------
127,729.4
158,385.3
194,884.7
187,593.7
202,212.6
190,729.5
221,743.2
262,442.1
282,117.4
326,943.0

102.3%
Total Internet
127,729.4
24.0%
173,614.5
102.3%
NEWSPAPERS
2,883,188.8
35.9%
2,859,924.3
16.7%
MAGAZINES
235,540.2
-0.8%
248,190.9
26.5%
RADIO
171,280.3
5.4%
161,276.3
44.9%
-5.8%
23.0%
255,659.9
-3.7%
306,384.8
47.3%
3,158,678.0
3,153,371.0
25.4%
2,850,949.4
-0.2%
253,487.6
11.8%
187,106.1
384,286.3
19.8%
10.4%
277,584.2
7.8%
-9.6%
231,976.7
-8.7%
184,205.2
16.0%
-8.5%
177,111.5
-1.6%
-3.9%
-5.7%
543,482.1
41.4%
2,907,383.6
2.0%
283,853.6
22.4%
181,651.7
2.6%
16.3%
750,283.2
38.1%
2,978,808.4
2.5%
306,827.4
8.1%
189,084.4
4.1%
18.4%
962,825.3
7.5%
1,047,921.9
28.3%
3,247,361.0
15.9%
1,031,477.2
8.8%
2,870,227.4
9.0%
-1.6%
2,351,867.2
-11.6%
340,732.0
-18.1%
322,161.9
11.1%
312,927.2
-5.5%
189,056.9
-2.9%
184,718.9
0.0%
161,305.4
-2.3%
-12.7%
756,095.0
792,000.0
8.1%
892,302.4
4.7%
5,642.5
12.7%
7,200.0
9.4%
9,609.4
27.6%
366,762.5
33.5%
400,800.0
12.2%
470,861.1
9.3%
1,128,500.0
17.5%
1,200,000.0
9.4%
1,372,772.9
6.3%
2,154,241.0
14.4%
1,919,208.1
-8.4%
1,741,338.8
-10.9%
323,000.0
-9.3%
208,002.1
3.2%
167,108.9
-35.6%
178,442.6
-19.7%
186,388.4
10.6%
208,736.6
4.5%
12.0%
972,015.0
1,131,962.3
8.9%
1,274,207.7
16.5%
12,542.1
16,119.7
30.5%
1,791,079.5
14.2%
1,527,856.9
1,369,305.9
-12.3%
2,048,565.5
945,809.3
96,077.1
-13.7%
-14.3%
-19.5%
264,591.0
8.2%
-13.2%
-19.8%
119,286.2
243,558.9
7.8%
14.3%
14.1%
-13.9%
-10.2%
225,086.2
2,337,165.1
1,179,088.8
138,198.4
-7.9%
17.1%
16.9%
14.4%
-10.4%
153,957.3
881,111.2
17.2%
14.2%
29.0%
25.5%
753,872.1
10.3%
1,567,766.2
25,708.8
27.1%
642,997.6
23.9%
12.5%
12.3%
20,485.7
28.5%
583,209.0
1,430,345.0
12.6%
287,439.4
8.6%
9.0%
8.6%
OUT-OF-HOME
Cinema
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
76,124.0
------
------
------
------
------
------
------
------
------
------
------
198,198.7
226,025.0
195,494.9
209,261.6
201,788.6
256,765.8
259,031.6
329,287.9
348,425.2
416,174.1
431,369.1

28.6%
Total OOH
198,198.7
14.0%
226,025.0
28.6%
TOTAL
5,292,527.3
14.0%
5,260,383.3
25.0%
-0.6%
-13.5%
195,494.9
7.0%
209,261.6
-13.5%
6,043,298.4
201,788.6
7.0%
6,014,524.7
14.9%

Radio
7%
-3.6%
-3.6%
6,578,112.5
-0.5%
9.4%
256,765.8
27.2%
6,894,136.8
4.8%
0.9%
259,031.6
0.9%
7,369,035.0
6.9%
OOH
6%
Television
41%
Magazines
3%
Magazines
9%
Radio
2%
27.1%
5.8%
329,287.9
348,425.2
27.1%
8,082,263.1
19.4%
416,174.1
5.8%
7,867,455.4
9.7%
19.4%
7,233,751.1
-2.7%
-8.1%
28.1%
673,012.2
3.7%
862,313.7
56.0%
507,493.1
28.1%
791,779.1
21.9%
7,458,876.7
152,173.0
56.0%
1,014,486.7
56.0%
28.1%
7,535,921.7
3.1%
8,111,525.5
1.0%
7.6%
RANK
South Korea
OOH
11%

Total (KRW) (mm) KRW
Television
43%
Newspapers
25%
234,347.6
25.1%
1,078,552.6
1,327,969.5
25.1%
1,562,317.0
25.1%
Internet
16%
343,588.0
21.8%
1,617,438.6
23.1%
1,268,885.4
8,746,873.3
285,430.3
23.1%
1,946,998.4
21.8%
1,902,869.0
23.1%
23.7%
20.4%
23.7%
20.4%
2,290,586.4
21.8%
23.7%
20.4%
9,464,726.7 10,282,036.8 11,169,924.3
7.8%
8.2%
8.6%
8.2%
8.6%
RANK

1.0%
57
7,535,921.7
8.2%
26
Total (KRW) (bn)
1,249,290.7
1,169.2
14
23.8
26
4.9%
39
5.0%
32
3.4%
25
31.6
49
USD Total (mm)
6,551.6
13
USD Total (bn)
Population (mm)
49.06
19
Population Growth
0.3%
42
Household (mm)
17.84
15
Household Growth
0.3%
49
Internet
17%
190,332.8
Newspapers
20%
Source:
27.2%
118,766.9
Television
99.0%
21
Internet
89.1%
Other Measures
Mobile
107.1%
42
Gini Coefficient
90
SPAIN
Spain (MM EUR)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
0.74 EUR : 1 USD

TELEVISION
2,323.6
2,150.9
12.3%
-7.4%
2,172.2
2,317.2
1.0%
2,669.9
6.7%
15.2%
2,918.9
9.3%
Pay TV
0.0
0.0
0.0
0.0
0.0
32.5
------
------
------
------
------
------
2,323.6
2,150.9
2,172.2
2,317.2
2,669.9
2,951.4
Total Television
12.3%
-7.4%
1.0%
6.7%
15.2%
10.5%
3,143.7
7.7%
3,406.2
3,026.6
8.4%
2,321.5
-11.1%
-23.3%
2,457.7
44.6
62.4
55.5
46.7
67.2
37.5%
39.9%
-11.1%
-15.9%
44.0%
3,188.3
8.0%
3,468.6
3,082.1
8.8%
2,368.2
-11.1%
-23.2%
2,398.2
5.9%
2,417.9
-2.4%
0.8%
66.5
-0.9%
2,524.9
2,464.8
6.6%
2,465.4
0.8%
1.1%
77.4
85.8
94.7
16.2%
10.9%
10.4%
2,495.2
-2.4%
2,438.1
1.2%
2,524.0
2,560.2
1.2%
1.4%
2,490.6
2,532.9
1.0%
101.1
1.1%
1.7%
108.3
6.7%
2,591.7
10.2%
7.1%
2,641.1
1.2%
1.4%
1.9%
INTERNET
Paid Search
0.0
0.0
0.0
2.4
17.4
62.2
------
------
------
------
625.0%
257.5%
144.6
132.5%
237.7
324.4
64.4%
356.4
36.5%
9.9%
404.7
442.5
13.5%
487.8
9.3%
10.2%
535.9
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
3.1
14.5
30.5
46.0
59.0
70.6
84.1
96.2
------
------
------
------
------
------
------
366.2%
110.8%
50.9%
28.3%
19.6%
19.2%
14.3%
53.4
51.6
71.6
70.1
77.2
100.2
162.7
230.2
255.1

256.0%
Total Internet
-3.4%
53.4
51.6
256.0%
NEWSPAPERS
1,808.7
-3.4%
1,705.1
10.4%
MAGAZINES
618.4
-5.7%
619.9
9.1%
RADIO
501.8
0.2%
489.5
15.6%
-2.5%
38.8%
71.6
-2.1%
72.5
38.8%
1,638.0
1,601.9
30.5%
1,693.7
-2.2%
601.2
-4.8%
484.9
94.6
1.3%
-3.9%
590.1
10.1%
5.7%
664.3
1.9%
508.2
-0.9%
10.5%
540.2
4.8%
6.3%
29.8%
162.4
71.7%
1,785.7
5.4%
674.6
1.6%
609.9
12.9%
62.4%
310.4
91.1%
1,913.7
7.2%
688.1
2.0%
636.7
4.4%
41.5%
482.4
-0.1%
610.0
55.4%
2,027.9
255.0
10.8%
657.4
26.5%
1,611.8
6.0%
7.8%
1,243.0
-20.5%
721.8
-22.9%
617.3
4.9%
401.9
-14.5%
678.1
-34.9%
641.9
6.5%
537.3
-5.3%
-16.3%
274.1
289.3
7.5%
313.7
5.5%
737.9
8.4%
802.4
12.2%
885.7
8.8%
1,196.8
10.4%
1,143.4
-3.7%
1,111.0
-4.5%
373.6
-2.8%
357.3
-7.0%
344.3
-4.4%
541.5
-3.6%
538.0
0.8%
540.4
-0.7%
0.5%
588.0
9.9%
329.7
9.7%
108.8
13.1%
349.1
5.1%
961.8
5.9%
1,045.9
8.6%
1,103.5
8.7%
1,100.5
-0.7%
337.5
-0.3%
331.9
-2.0%
536.4
-1.6%
534.6
-0.7%
-0.3%
642.0
692.0
9.2%
122.4
9.4%
7.8%
133.3
12.5%
368.8
13.6%
8.9%
386.5
5.6%
1,133.1
6.0%
4.8%
1,211.8
8.3%
1,097.4
8.6%
6.9%
1,093.7
-0.3%
332.2
-0.9%
-0.3%
329.4
0.1%
532.7
-1.6%
-0.9%
528.2
-0.3%
-0.4%
-0.8%
OUT-OF-HOME
Cinema
55.2
44.6
30.5%
-19.2%
426.3
406.5
96.3%
Total OOH
481.5
-4.6%
451.1
85.5%
TOTAL
5,787.4
-6.3%
5,468.1
16.2%
-5.5%
45.3
408.6
453.9
474.3
501.7
4.4%
515.0
10.5%
5,602.7
2.7%
6,177.7
3.5%
10.3%
5.4%
493.9
4.1%
536.8
4.2%
6,720.8
8.8%
40.6
-5.4%
529.1
7.1%
569.7
6.1%
7,306.9
8.7%
Radio
10%
38.4
-5.4%
568.0
15.4
22.0
24.3
-26.8%
43.3%
10.0%
518.3
7.4%
401.4
-8.8%
606.4
-22.6%
539.3
6.4%
7,985.2
21.0
-45.3%
416.8
-11.1%
7,102.4
9.3%
-22.7%
5,624.6
-11.1%
-20.8%
351.6
-0.3%
385.8
10.0%
373.6
-0.3%
411.1
-10.4%
5,748.3
24.2
386.8
-12.4%
410.0
10.0%
-0.3%
5,716.9
2.2%
5,786.7
-0.5%
1.2%
RANK
Spain
OOH
7%
Magazines
6%
Television
43%
24.0
24.1
-0.9%
382.5
0.4%
383.9
-0.9%
406.5
0.4%
408.0
-0.9%
5,869.6
0.4%
5,981.1
1.4%
1.9%
24.2
0.3%
385.3
0.0%
0.2%
386.0
0.3%
409.4
0.0%
0.2%
410.2
0.3%
6,096.7
0.0%
0.2%
6,214.5
1.9%
1.7%
1.9%
RANK
-0.5%
5,716.9
USD Total (mm)
7,660.6
Population (mm)
46.14
Population Growth
59
1.2%
68
Total (EUR) (bn)
1,064.1
12
USD Total (bn)
1,564.2
12
20
33.9
21
0.3%
46
Household (mm)
17.29
17
0.7%
66
Household Growth
1.3%
16

0.7%
65
1.1%
64
34.7
40
Internet
14%
24.2
Newspapers
20%
Internet
17%
42.9
Television
41%
Newspapers
20%
Source:
-14.5%
11.1%
-1.0%
OOH
6%
Magazines
9%
454.1
0.6%
5,410.7
40.7
5.1%
0.5%

Radio
7%
47.6
1.6%
Television
99.7%
Internet
74.5%
24
Other Measures
Mobile
117.3%
35
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, Infoadex, EGM, TNS Sofres, IMOP
91
SWEDEN
Sweden (MM SEK)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
9.44 SEK : 1 USD

TELEVISION
3,958.7
3,509.3
15.3%
-11.4%
Pay TV
79.2
73.7
21.3%
Total Television
4,037.8
15.4%
-6.9%
3,583.0
-11.3%
3,446.4
3,517.9
-1.8%
75.8
80.9
2.9%
3,522.2
3,749.1
2.1%
6.7%
3,598.8
-1.7%
6.6%
90.0
11.2%
3,839.1
2.2%
6.7%
4,143.4
4,546.1
10.5%
9.7%
103.6
118.2
15.1%
14.1%
4,247.0
4,664.3
10.6%
9.8%
4,698.2
4,970.7
3.3%
126.9
-11.6%
139.2
7.3%
4,825.1
4,393.9
5.8%
127.4
9.7%
5,109.9
3.4%
-8.4%
4,521.3
5.9%
-11.5%
5,229.9
5,533.5
19.0%
5,691.3
5.8%
161.8
2.9%
174.1
26.9%
182.1
7.6%
5,391.7
4.6%
5,707.6
19.2%
5,873.4
5.9%
2.9%
5,830.2
6,007.5
2.4%
189.6
214.5
3.9%
6,206.1
4.3%
3.9%
6,351.9
3.1%
2.6%
2.3%
206.4
4.7%
2.5%
6,285.7
2.3%
198.6
4.1%
6,019.8
6,145.5
3.0%
6,500.2
2.3%
2.6%
2.3%
INTERNET
Paid Search
6.5
6.9
11.5
26.6
92.4
------
6.2%
66.7%
131.5%
246.9%
157.3
245.4
589.1
204.9%
103.9%
140.1%
0.0
0.0
0.0
0.0
0.0
39.5
------
------
------
------
------
------
1,113.3
963.2
1,225.3
1,137.5
1,362.3
1,777.0
124.1%
Total Internet
1,119.8
125.4%
NEWSPAPERS
9,337.7
6.7%
MAGAZINES
642.1
-13.5%
970.1
-13.4%
8,325.1
-10.8%
666.6
5.3%
RADIO
592.4
3.8%
507.9
10.5%
-14.3%
Cinema
78.3
79.2
12.0%
27.2%
1,236.8
-7.2%
1,164.1
27.5%
7,728.5
-5.9%
7,773.5
-7.2%
19.8%
1,454.7
25.0%
7,852.4
0.6%
630.6
635.3
-5.4%
0.7%
480.3
447.2
-5.4%
1.0%
715.4
12.6%
491.2
-6.9%
9.8%
1,323.8
120.3
Online Video
1,027.8
297.3%
625.0
70.3%
2,263.4
30.4%
27.4%
1,973.7
3,008.7
35.7%
52.4%
8,296.6
8,887.8
5.7%
7.1%
732.6
778.2
2.4%
6.2%
515.0
643.4
4.8%
24.9%
64.4%
2,816.8
2,996.6
24.5%
4,090.0
11.3%
912.5
54.9%
2,683.4
6.4%
4,909.5
35.9%
9,116.0
1,473.6
28.8%
-10.5%
5,069.5
20.0%
8,762.6
2.6%
3.3%
7,076.3
-3.9%
804.7
-19.2%
897.2
3.4%
673.0
11.5%
701.5
-25.0%
728.3
9.0%
628.0
3.8%
-13.8%
1,750.4
1,937.7
18.8%
2,124.9
10.7%
1,258.5
9.7%
1,524.0
37.9%
1,799.3
21.1%
2,711.5
18.1%
2,758.8
1.0%
2,789.6
1.7%
5,720.4
1.1%
6,220.5
12.8%
6,713.8
8.7%
7,464.0
7.9%
7,579.4
5.5%
7,762.4
1.5%
687.7
2.4%
704.4
2.2%
729.7
2.4%
672.9
3.6%
694.7
7.1%
724.1
3.2%
4.2%
2,309.9
2,476.3
8.7%
2,082.9
7,207.2
7,913.7
750.2
751.6
807.0
2.3%
780.1
2.8%
2.3%
808.4
3.8%
2.3%
2.3%
789.0
2.8%
3.8%
8,475.6
2.4%
771.2
6.8%
6.1%
8,281.2
2.2%
2.8%
8,632.5
6.1%
8,090.0
2.5%
3.4%
8,137.4
6.4%
1.9%
3,116.3
3.4%
7,666.4
12.0%
8.7%
3,014.9
3.6%
7.3%
2,689.0
8.8%
2,917.1
7.8%
6.7%
2,473.8
9.1%
0.9%
2,827.2
7.0%
2,273.1
15.8%
2,814.4
2,648.7
7.2%
837.8
3.6%
3.8%
3.6%
OUT-OF-HOME
848.2
25.2%
Total OOH
926.5
24.0%
TOTAL
16,656.3
13.7%
1.1%
741.6
-12.6%
820.8
-11.4%
14,873.4
-10.7%
78.8
-0.5%
797.2
67.8
15.6%
3.5%
875.9
895.1
6.7%
14,514.1
-2.7%
12.1%
983.3
9.9%
15,336.1
0.3%
5.7%
73.7
8.7%
1,000.3
1,067.7
8.2%
6.7%
1,068.1
1,141.4
8.6%
6.9%
16,832.9
19,123.9
9.8%
13.6%
OOH
6%
Television
41%
924.7
2.2%

Radio
7%
58.7
-16.5%
824.8
7.5%
14,474.4
70.3
-10.8%
Magazines
3%
OOH
Radio 5%
3%
103.5
22.9%
1,039.4
955.5
2.1%
1,164.9
-1.0%
20,667.4
-1.4%
1,061.4
-2.6%
1,130.0
102.1
14.2%
-10.0%
1,057.6
3.1%
21,572.4
8.1%
-9.2%
19,025.8
4.4%
-11.8%
119.8
125.7
17.3%
1,005.1
4.2%
1,027.8
5.2%
1,059.9
2.3%
1,124.9
3.1%
1,153.5
6.4%
21,061.6
130.9
4.9%
1,190.8
2.5%
3.2%
22,060.1
10.7%
22,994.2
4.7%
4.2%
RANK
Sweden
Television
26%
Magazines
9%
Newspapers
35%
140.8
3.7%
1,088.3
23,866.5
24,772.0
Internet
28%
1,351.2
3.6%
25,671.8
3.8%
3.1%
3.6%
1,303.8
2.8%
3.8%
1,199.9
3.6%
1,258.1
3.8%
3.6%
1,157.9
2.7%
2.8%
151.2
3.6%
1,117.3
2.7%
1,224.1
145.9
3.7%
3.2%
3.6%
26,604.3
3.6%
3.8%
3.6%
RANK
4.7%
Total (SEK) (mm) SEK
22,060.1
USD Total (mm)
2,335.6
Population (mm)
9.36
Population Growth
38
4.6%
47
Total (SEK) (bn)
3,422.4
30
USD Total (bn)
375.7
29
44
40.2
16
0.3%
43
Household (mm)
4.62
38
3.6%
49
Household Growth
0.2%
51

2.6%
50
1.9%
53
25.0
63
Internet
17%
135.8
Newspapers
20%
Source:
90.6
Television
99.9%
Internet
94.0%
Other Measures
Mobile
131.8%
21
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, IAB, National Institute of Economic Research, Orvesto Konsument
92
SWITZERLAND
Switzerland (MM CHF)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
514.3
536.3
500.9
549.6
601.0
648.8
713.3
843.7
902.9
946.9
972.4
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1.01 CHF : 1 USD

TELEVISION
6.5%
4.3%
-6.6%
9.7%
9.4%
8.0%
9.9%
18.3%
7.0%
4.9%
1,004.4
2.7%
1,046.6
3.3%
4.2%
1,093.7
1,134.3
4.5%
3.7%
1,169.8
1,206.3
3.1%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
------
514.3
536.3
500.9
549.6
601.0
648.8
713.3
843.7
902.9
946.9
972.4
1,004.4
1,046.6
1,093.7
1,134.3
1,169.8
1,206.3
Total Television
6.5%
4.3%
-6.6%
9.7%
9.4%
8.0%
9.9%
18.3%
7.0%
4.9%
2.7%
3.3%
4.2%
4.5%
3.7%
3.1%
3.7%
3.1%
-----3.7%
3.1%
INTERNET
Paid Search
0.0
0.0
0.4
------
------
------
2.1
6.1
380.5%
199.2%
15.4
23.0
37.1
58.6
80.8
99.0
150.4%
49.2%
61.9%
57.7%
38.0%
22.4%
16.2%
11.6%
11.5%
11.0%
6.8
13.1
20.9
27.5
35.0
42.1
48.5
55.5
72.2%
93.2%
58.9%
31.5%
27.5%
20.1%
15.2%
14.5%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.5
------
------
------
------
------
------
------
------
114.2
41.4
25.3
22.7
27.3
40.8
60.4
86.7
90.0%
-38.8%
-10.4%
20.1%
49.6%
48.0%
43.7%
23.1
29.3
46.9
75.7
26.8%
60.1%
61.4%
Total Internet
41.4
25.3
90.0%
-38.8%
NEWSPAPERS
1,251.6
1,132.6
2.2%
MAGAZINES
733.3
11.5%
RADIO
99.4
11.6%
-9.5%
710.8
-3.1%
95.0
-4.5%
-8.7%
1,101.0
-2.8%
699.1
-1.6%
100.7
6.0%
1,054.8
1,025.9
-4.2%
-2.7%
679.2
684.1
-2.8%
0.7%
105.9
116.1
5.3%
9.6%
977.6
109.7
44.8%
1,096.0
-4.7%
12.1%
710.8
728.2
3.9%
2.4%
121.8
122.3
4.9%
0.4%
4.0
158.5%
135.0
31.7%
152.8
3.1%
197.5
39.4%
1,173.5
139.1
18.3%
226.8
29.2%
1,276.0
7.1%
14.8%
1,272.0
8.7%
788.3
-0.3%
790.7
8.3%
711.0
0.3%
123.4
-10.1%
138.8
0.9%
130.0
12.5%
-6.4%
115.0
150.8
128.3
154.2
8.4%
159.9
2.2%
262.9
3.7%
290.1
15.9%
315.7
10.3%
1,272.7
8.8%
1,264.7
0.1%
1,262.8
-0.6%
708.7
-0.1%
707.8
-0.3%
710.3
-0.1%
125.0
0.4%
121.1
-3.9%
117.6
-3.1%
-2.9%
143.0
165.4
158.8
171.5
3.4%
343.4
3.7%
372.3
8.8%
1,264.7
8.4%
1,270.0
0.1%
715.2
0.4%
723.9
0.7%
114.3
1.2%
112.9
-2.8%
-1.2%
173.6
189.3
9.3%
180.3
10.5%
9.0%
21.6%
188.9
5.1%
402.4
4.1%
4.8%
433.6
8.1%
1,279.1
8.4%
7.8%
1,287.9
0.7%
732.7
0.4%
0.7%
741.5
1.2%
113.5
0.9%
1.2%
114.0
0.5%
-1.2%
0.5%
OUT-OF-HOME
Cinema
36.1
35.5
-7.5%
348.6
-1.5%
355.9
14.4%
Total OOH
384.7
2.1%
391.5
11.9%
TOTAL
3,024.7
1.8%
2,891.4
7.3%
-4.4%
33.7
-5.0%
368.9
3.6%
402.6
2.9%
2,827.4
-2.2%

Radio
7%
46.0
47.1
36.2%
2.5%
374.0
352.1
1.4%
-5.8%
419.9
399.2
4.3%
-4.9%
2,838.7
2,873.3
0.4%
1.2%
47.4
47.9
0.6%
1.0%
362.1
381.2
2.8%
5.3%
409.5
429.0
2.6%
2,944.1
4.8%
3,198.5
2.5%
8.6%
OOH
6%
393.6
0.0%
406.9
3.3%
405.9
3.4%
439.7
-0.2%
450.0
2.5%
3,521.4
43.1
-6.4%
449.0
2.3%
3,756.0
10.1%
-0.2%
3,735.7
6.7%
-0.5%
45.0
46.0
4.4%
423.7
2.9%
433.5
4.4%
445.9
2.3%
468.7
2.9%
479.6
4.4%
3,810.4
47.4
2.3%
493.3
2.3%
2.9%
3,867.5
2.0%
Television
26%
Radio
3%
Magazines
9%
Magazines
18%
Internet
8%
Newspapers
20%
3,946.4
1.5%
2.0%
RANK
Newspapers
33%
48.9
50.2
3.2%
460.2
2.8%
473.1
3.2%
509.1
2.8%
523.3
3.2%
4,040.4
2.8%
4,136.7
2.4%
2.4%
51.6
53.1
2.8%
486.2
2.9%
2.8%
499.8
2.8%
537.9
2.9%
2.8%
552.9
2.8%
4,235.3
2.9%
2.8%
4,336.3
2.4%
2.3%
2.4%
RANK
1.5%
Total (CHF) (mm) CHF
3,867.5
USD Total (mm)
3,819.8
Population (mm)
7.84
Population Growth
55
2.8%
Total (CHF) (bn)
570.1
18
USD Total (bn)
616.3
20
47
78.6
0.6%
36
Household (mm)
3.38
45
0.6%
67
Household Growth
0.2%
52

2.1%
58
0.5%
69
33.7
44

Internet
17%
Source:
43.1
-3.8%
Switzerland
OOH
12%
Television
41%
46.1
63
Television
93.5%
54
Internet
85.0%
15
Other Measures
Mobile
134.0%
20
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, SECO Staatssekretariat fr Wirtschaft, Telecontrol , WEMF, Bundesamt fr Statistik
93
TAIWAN
Taiwan (MM TWD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
31.2 TWD : 1 USD

TELEVISION
8,513.7
-6.5%
Pay TV
15,703.5
7,376.6
-13.4%
14,568.7
0.0%
Total Television
24,217.1
-7.2%
21,945.3
-2.4%
-9.4%
15,227.0
7,714.2
106.4%
-49.3%
22,812.5
21,177.9
56.6%
-7.2%
38,039.4
28,892.1
73.3%
-24.0%
5,690.6
4,352.7
-26.2%
-23.5%
18,191.0
16,677.6
-14.1%
-8.3%
23,881.6
21,030.4
-17.3%
-11.9%
4,125.1
-5.2%
14,906.2
-10.6%
19,031.3
-9.5%
4,094.3
4,445.5
-0.7%
14,047.6
13,582.1
-5.8%
18,141.9
4,343.7
8.6%
-2.3%
13,385.4
-3.3%
18,027.6
-4.7%
-1.4%
17,729.1
-0.6%
-1.7%
5,085.6
5,219.7
17.1%
15,986.4
-0.4%
17,343.0
19.4%
21,072.0
5,199.0
2.6%
18,289.3
8.5%
5.5%
22,562.7
18.9%
23,488.3
7.1%
4.1%
5,238.3
5,278.2
0.8%
19,547.7
20,936.9
6.9%
24,786.0
5,304.0
0.8%
22,415.8
7.1%
26,215.1
5.5%
5,323.5
0.5%
24,032.3
7.1%
27,719.8
5.8%
0.4%
0.4%
6.7%
7.2%
29,355.8
5.7%
5.4%
5.9%
INTERNET
Paid Search
124.4
75.2%
98.2
231.1
-21.0%
135.3%
294.0
27.2%
116.7
731.5
-60.3%
526.9%
998.5
36.5%
1,584.0
2,091.6
58.6%
32.0%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
89.6
------
------
------
------
------
------
------
------
------
1,257.4
720.2
1,309.4
1,339.4
2,423.3
2,316.5
2,699.5
3,366.0
3,794.8

13.1%
Total Internet
1,381.7
16.8%
NEWSPAPERS
18,385.1
-2.1%
MAGAZINES
4,972.4
-42.7%
818.4
-40.8%
16,246.1
-11.6%
4,700.9
5.0%
RADIO
3,095.5
-5.5%
2,824.4
1.1%
-8.8%
81.8%
2.3%
1,540.5
1,633.4
88.2%
6.0%
16,204.4
17,533.3
-0.3%
80.9%
2,540.0
5,766.7
6.5%
15.2%
2,908.6
3,249.2
3.0%
3,048.0
55.5%
20.0%
18,097.3
8.2%
5,004.4
-4.4%
15,547.1
3.2%
-14.1%
6,395.5
6,545.1
10.9%
2.3%
3,462.3
11.7%
3,076.4
6.6%
-11.1%
16.5%
3,698.0
21.3%
14,771.4
-5.0%
6,359.2
-2.8%
3,965.9
28.9%
24.7%
4,950.0
5,976.0
11,078.9
29.4%
3,475.6
-8.4%
5,799.6
-3.0%
10,008.9
-18.9%
6,050.1
1.3%
3,351.4
116.0
20.7%
-7.5%
6,444.7
5.6%
12.7%
33.9%
13,668.0
2,208.0
-9.7%
5,058.7
-6.1%
3,369.6
-15.5%
-16.4%
3,761.5
0.5%
11.6%
2,478.0
2,798.8
12.2%
190.5
17.0%
250.4
64.2%
332.0
31.5%
4,949.6
32.6%
5,298.4
42.4%
5,878.6
7.0%
7,618.0
11.0%
8,347.6
31.4%
11,697.8
3,275.3
12.9%
9,485.9
9.6%
13.6%
12,103.2
16.9%
12,503.9
3.5%
5,468.6
3.3%
5,620.8
8.1%
5,766.4
2.8%
4,322.7
2.6%
4,437.0
14.9%
4,832.1
2.6%
8.9%
3,834.3
17.1%
431.7
30.0%
6,526.2
4,432.3
13.8%
12,988.1
13,529.7
5,945.6
5,095.7
13,631.6
14,705.0
7,031.5
5.8%
4.6%
5.8%
5,830.8
6.4%
4.0%
4.2%
6,646.0
5,421.4
12.9%
12.1%
4.3%
5.6%
5.5%
15,279.3
14,109.8
6,280.9
10.0%
9.2%
12.3%
4.2%
3.1%
8,552.1
9.5%
12.4%
27.4%
23.3%
7,834.3
9.6%
3.9%
840.4
24.8%
7,155.5
16.0%
15.1%
681.6
26.5%
12,133.8
5,886.8
15.4%
546.0
11.0%
10,792.1
5,115.7
15.6%
6,222.0
7.6%
7.0%
6.7%
OUT-OF-HOME
Cinema
629.6
595.9
5.7%
1,222.1
-5.4%
1,209.8
10.5%
Total OOH
1,851.7
-1.0%
1,805.6
8.8%
TOTAL
53,903.5
-0.7%
-2.5%
48,340.7
-10.3%
632.0
722.6
6.1%
14.3%
1,343.0
1,608.5
11.0%
19.8%
1,975.0
2,331.1
9.4%
65,672.4
18.0%
59,405.8
35.9%

Radio
7%
9.7%
1,391.6
1,601.1
-13.5%
15.1%
1,988.0
2,255.1
-14.7%
13.4%
56,364.7
-9.5%
Radio
8%
Television
41%
51,502.0
-5.1%
-8.6%
584.6
-10.6%
1,503.2
-6.1%
2,087.8
-7.4%
49,913.6
-3.1%
637.0
648.9
9.0%
1,722.2
1,846.8
14.6%
2,359.2
10.2%
2,146.2
7.2%
2,495.7
13.0%
48,915.2
715.4
1.9%
16.2%
2,861.6
5.8%
46,997.9
-2.0%
14.7%
45,219.4
-3.9%
-3.8%
709.6
731.0
-0.8%
2,375.6
2.7%
2,591.9
10.7%
2,823.8
9.1%
3,085.2
8.9%
3,322.9
7.8%
53,264.3
750.6
3.0%
3,574.4
7.7%
7.6%
56,394.2
17.8%
59,651.0
5.9%
5.8%
RANK
Taiwan
OOH
6%
Television
40%
Magazines
10%
773.4
797.4
3.0%
3,093.6
63,474.6
67,778.0
Newspapers
21%
Internet
17%
72,499.9
8.3%
8.7%
77,550.8
7.0%
6.6%
7.0%
RANK

5.9%
Total (TWD) (mm) TWD
56,394.2
USD Total (mm)
1,803.2
Population (mm)
23.54
Population Growth
32
5.1%
42
Total (TWD) (bn)
14,331.7
31
USD Total (bn)
488.3
22
31
20.7
27
0.9%
28
Household (mm)
7.47
26
3.1%
51
Household Growth
0.9%
31

5.1%
30
1.5%
59
------
------
Internet
15%
4,957.2
8.7%
6.8%
9.7%
10.0%
4,561.9
8.5%
6.4%
4,114.5
10.0%
4,197.0
2.9%
2.6%
3,740.7
9.9%
8.2%
842.7
3.0%
3,399.6
9.6%
3,867.0
821.1
3.1%
Newspapers
20%
Source:
654.0
-17.5%
OOH
6%
Magazines
9%
596.4
Television
99.0%
21
Internet
78.0%
21
Other Measures
Mobile
116.8%
36
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Taipei Internet Advertising and Media Association
94
THAILAND
Thailand (MM THB)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
31.0 THB : 1 USD

TELEVISION
30,467.0
32,880.0
17.0%
7.9%
37,343.0
42,289.0
13.6%
47,173.0
13.2%
11.5%
50,020.0
6.0%
53,473.0
6.9%
53,493.0
51,137.0
0.0%
52,405.3
-4.4%
2.5%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
529.3
------
------
------
------
------
------
------
------
------
------
30,467.0
32,880.0
37,343.0
42,289.0
47,173.0
50,020.0
53,473.0
53,493.0
51,137.0
52,934.6
Total Television
17.0%
7.9%
13.6%
13.2%
11.5%
6.0%
6.9%
0.0%
-4.4%
3.5%
59,399.7
65,041.1
13.3%
69,710.5
9.5%
1,837.1
7.2%
3,423.2
247.1%
5,247.0
86.3%
61,236.8
53.3%
68,464.3
15.7%
74,957.5
11.8%
9.5%
73,817.8
79,268.0
5.9%
8,202.0
56.3%
82,019.8
85,388.5
7.4%
10,809.3
90,077.3
17,508.6
28.6%
38.6%
26.0%
99,288.9
9.8%
7.2%
7.6%
13,900.5
31.8%
9.4%
91,920.0
7.7%
109,428.6
10.2%
9.8%
10.2%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
4.0
15.0
28.0
50.0
82.3
------
------
------
------
------
275.0%
86.7%
78.6%
64.6%
128.9
56.6%
348.5
736.1
170.3%
111.2%
1,174.2
59.5%
1,679.0
43.0%
2,267.2
2,921.7
35.0%
3,677.6
28.9%
38.0%
25.9%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
1.8
2.7
3.7
4.9
6.3
7.9
------
------
------
------
------
------
------
------
------
------
------
------
49.9%
38.6%
32.4%
28.6%
25.6%
130.3
154.8
155.0
0.0
0.0
0.0
0.0
16.0
------
------
------
------
------
Total Internet
0.0
0.0
0.0
0.0
20.0
------
------
------
------
------
18,900.0
16,465.0
17,583.0
19,858.0
24,772.0
NEWSPAPERS
33.4%
MAGAZINES
2,709.0
-12.9%
3,111.0
34.7%
RADIO
5,060.0
14.8%
5,136.0
23.1%
1.5%
6.8%
3,640.0
12.9%
4,560.0
17.0%
6,170.0
24.7%
6,122.0
25.3%
34.3%
6,662.0
20.1%
6,850.0
8.0%
2.8%
35.0
42.0
50.0
89.2
118.8%
20.0%
19.0%
78.4%
50.0
70.0
150.0%
40.0%
24,746.0
-0.1%
6,775.0
10.7%
7,055.0
3.0%
23,193.0
-6.3%
6,748.0
-0.4%
7,459.0
5.7%
100.0
46.0%
171.5
42.9%
259.2
71.5%
23,840.0
22,537.0
2.8%
51.1%
19,546.7
-5.5%
6,652.0
6,582.0
-1.4%
-13.3%
5,936.2
-1.1%
7,273.0
7,899.0
-2.5%
-9.8%
6,944.4
8.6%
-12.1%
18.8%
161.4
0.1%
503.3
4.1%
892.8
94.2%
1,338.3
77.4%
20,726.6
49.9%
21,569.8
6.0%
22,612.7
4.1%
5,619.0
4.8%
5,253.5
-5.3%
5,033.1
-6.5%
6,630.2
-4.2%
6,578.5
-4.5%
6,522.8
-0.8%
-0.8%
171.7
183.1
6.4%
1,854.4
38.6%
23,778.4
6,783.4
3,520.2
-9.1%
-7.7%
-12.7%
7,383.7
4.2%
5.4%
5.7%
4,032.8
7,069.9
4.0%
28,035.6
5.8%
-6.9%
34.7%
25.6%
26,528.2
4,436.9
-5.3%
3,965.4
28.6%
5.5%
12.5%
22.1%
3,157.2
32.4%
25,079.0
279.9
25.1%
2,455.2
5.2%
4,765.2
229.1
6.7%
34.7%
7,696.8
4.4%
3.2%
4.2%
OUT-OF-HOME
Cinema
325.3
369.6
24.0%
1,610.7
13.6%
1,999.4
54.5%
Total OOH
1,936.0
24.1%
2,369.0
48.4%
TOTAL
59,072.0
22.4%
59,961.0
24.0%
1.5%
596.1
896.2
61.3%
2,350.9
29.8%
77,964.0
12.9%
90,902.0
15.2%
16.6%
1,723.0
29.2%
5,350.0
15.5%
7,073.0
18.6%
95,719.0
5.3%
2,162.8
25.5%
5,980.2
11.8%
8,143.0
15.1%
99,086.0
3.5%
4,250.9
103.0%
6,007.5
6,416.1
0.5%
16.3%
6,552.7
6.8%
10,398.0
10,667.0
27.7%
101,756.0
4,943.3
-3.2%
2.1%
11,496.0
2.6%
98,993.5
2.7%
7.8%
97,117.1
-2.7%
-1.9%
5,887.8
6,285.9
19.1%
7,196.2
12.0%
7,379.1
9.8%
7,936.2
2.5%
13,084.0
7.5%
13,665.0
13.8%
107,799.9
7,037.7
6.8%
14,973.9
4.4%
9.6%
116,423.9
11.0%
125,438.2
8.0%
7.7%
RANK
Thailand
Radio
6%
Magazines
4%
Television
59%
Newspapers
18%
4,390.5
OOH
12%
Television
41%
Newspapers
20%
Internet
1%
7,903.8
12.3%
8,562.5
8,904.0
9,267.5
7.9%
16,466.3
10.0%
135,667.4
10,062.1
12.7%
147,289.8
8.2%
10,917.7
8.6%
22,281.0
10.7%
10.3%
10.7%
160,515.0
8.6%
8.1%
8.5%
20,124.2
10.4%
12.6%
12.9%
10,062.1
8.2%
18,171.5
11,363.3
13.0%
174,927.6
9.0%
8.5%
9.0%
RANK
8.0%
Total (THB) (mm) THB
116,423.9
22
5.9%
37
Total (THB) (bn)
10,624.7
378.8
28
5.5
54
4.9%
40
5.4%
27
2.8%
35
42.5
17
USD Total (mm)
3,752.6
19
USD Total (bn)
Population (mm)
68.33
14
Population Growth
1.0%
24
Household (mm)
21.01
13
Household Growth
1.0%
25

Internet
17%
Source:
5,965.0
55.9%
OOH
6%
Magazines
9%
25.2%
4,595.0

Radio
7%
4,631.0
57.3%
24.4%
67,683.0
48.9%
3,698.8
17.6%
2,947.0
1,334.0
50.3%
Television
98.1%
34
Internet
27.8%
61
Other Measures
Mobile
183.7%
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Thai Cable Association, NECTEC, Nielsen Media Index, Kasikorn research center, Thai government
95
TURKEY
Turkey (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
439.0
225.0
335.0
444.0
652.0
794.0
924.0
2007A
2008A
2009A
899.0
799.4
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1 USD : 1 USD
TELEVISION
12.9%
Pay TV
Total Television
-48.7%
48.9%
32.5%
46.8%
21.8%
16.4%
11.0
7.0
12.0
18.0
31.0
50.0
70.0
83.3%
-36.4%
71.4%
50.0%
72.2%
61.3%
40.0%
450.0
13.9%
232.0
-48.4%
347.0
462.0
49.6%
33.1%
683.0
47.8%
844.0
23.6%
994.0
1,255.0
35.8%
-28.4%
109.0
-11.1%
100.0
55.7%
127.0
-8.3%
1,364.0
27.0%
999.0
926.4
-7.3%
1,193.2
1,383.4
49.3%
1,608.9
15.9%
147.0
16.3%
157.0
15.7%
162.0
6.8%
1,340.2
3.2%
1,540.4
44.7%
1,770.9
14.9%
15.0%
1,864.7
15.9%
171.0
2,151.1
15.4%
180.0
5.6%
2,035.7
15.0%
5.3%
2,331.1
17.8%
37.2%
-26.8%
14.5%
21.8
30.0
51.5
65.5
92.0
220.6%
37.7%
71.9%
27.2%
40.3%
29.0%
24.5%
23.9%
23.1%
2,476.8
2,862.4
15.1%
195.0
15.7%
15.6%
200.0
8.3%
2,671.8
5.0%
2.6%
3,062.4
14.6%
14.7%
14.6%
INTERNET
Paid Search
0.0
0.0
0.0
0.0
2.2
------
------
------
------
------
6.8
205.2%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
3.0
------
------
------
------
------
------
------
------
8.0
40.0
60.0
70.0
80.0
90.0
100.0%
50.0%
16.7%
14.3%
12.5%
73.6
89.1
0.0
0.0
5.0
7.0
9.0
12.0
30.9
68.2
77.6
------
------
40.0%
28.6%
33.3%
157.5%
120.8%
13.8%
0.0
0.0
5.0
7.0
11.2
18.8
52.7
------
------
40.0%
60.4%
67.4%
180.3%
367.5
211.1
235.4
NEWSPAPERS
12.0%
276.0
424.5
595.5
633.2
17.2%
53.8%
40.3%
32.7
46.2
62.9
73.4
93.8
41.4%
36.0%
16.8%
27.7%
39.2
51.8
59.2
70.0
84.6
11.2%
31.9%
14.3%
18.2%
20.9%
MAGAZINES
67.7
25.6
30.5
16.8%
-62.2%
19.2%
RADIO
75.9
38.4
35.3
24.4%
-49.4%
7.3%
-8.1%
159.1
35.5%
754.7
11.5%
-5.2%
137.2
92.2%
-42.6%
6.3%
101.2
16.0%
729.1
19.2%
225.2
20.0
------
------
183.0
150.0%

Total Internet
147.7
166.7%
118.6
479.3
-3.4%
87.0
-7.2%
85.4
0.9%
103.9
21.2%
130.7
16.5%
221.1
25.8%
282.5
38.9%
348.5
27.8%
560.1
23.3%
621.6
688.8
164.7
26.0%
427.7
22.7%
768.0
207.5
26.0%
522.7
22.2%
859.8
-34.3%
16.9%
11.0%
10.8%
11.5%
12.0%
46.3
64.1
70.9
78.1
86.5
96.0
-46.9%
38.6%
10.6%
10.2%
10.7%
11.0%
94.8
56.5
67.3
76.0
87.5
-33.8%
19.1%
12.9%
15.2%
8.4%
106.7
276.1
337.4
22.6%
100.0
23.3%
22.2%
110.0
11.1%
260.3
12.9%
10.0%
324.9
25.5%
636.4
25.6%
24.8%
772.3
21.8%
962.0
22.3%
21.4%
1,075.6
11.9%
106.5
11.6%
11.8%
117.9
10.9%
117.5
10.7%
10.8%
129.2
11.2%
12.5%
10.1%
10.0%
60.0
OUT-OF-HOME
Cinema
13.0
-7.1%
5.0
6.0
12.0
16.0
21.0
24.0
28.0
23.0
26.0
30.0
35.0
40.0
45.0
50.0
55.0
-61.5%
20.0%
100.0%
33.3%
31.3%
14.3%
16.7%
-17.9%
13.0%
15.4%
16.7%
14.3%
12.5%
11.1%
10.0%
49.5
65.4
81.1
32.3%
23.9%
91.2
46.5
53.7
21.7%
-49.1%
15.5%
51.5
59.7
-50.6%
15.9%
Total OOH
104.2
17.1%
TOTAL
1,065.3
14.4%
558.5
-47.6%
-7.8%
61.5
3.0%
712.9
878.4
27.6%
23.2%

Radio
7%
32.5%
1,298.2
47.8%
102.1
25.3%
1,682.4
29.6%
35.3%
133.7
31.0%
1,957.0
16.3%
OOH
6%
Television
41%
81.4
109.7
Radio
3%
206.6
-34.5%
215.8
54.5%
2,604.9
126.3
8.0%
152.3
4.5%
2,253.5
33.1%
-29.4%
1,819.8
-13.5%
-19.2%
173.8
198.8
37.7%
203.8
14.5%
233.8
33.9%
2,456.8
227.6
14.4%
267.6
14.7%
14.5%
2,825.3
35.0%
3,241.5
15.0%
14.7%
RANK
Turkey
Magazines
2%
Magazines
9%
Television
55%
261.3
14.8%
306.3
14.5%
3,719.0
14.7%
300.6
15.0%
350.6
14.5%
4,266.9
14.7%
Internet
10%
399.2
15.2%
401.3
15.0%
15.3%
459.2
14.5%
4,895.4
14.5%
14.5%
5,616.6
14.7%
14.7%
14.7%
RANK
15.0%
Total (USD) (mm) USD
2,825.3
USD Total (mm)
2,825.3
Population (mm)
72.33
Population Growth
8.3%
Total (USD) (bn)
789.6
26
USD Total (bn)
789.6
19
13
10.9
38
1.3%
17
Household (mm)
17.23
18
12.3%
Household Growth
0.5%
43

6.3%
21
5.7%
14
43.2
15
Internet
17%
346.3
Newspapers
20%
Source:
192.8
62.8%
OOH
8%
Newspapers
22%
178.6
11.4%
9.1%
25
Television
99.1%
18
Internet
64.7%
34
Other Measures
Mobile
------
------
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, Turkish Advertising Association, Nielsen
96
UKRAINE
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
55.7
79.2
123.0
147.3
193.1
282.0
457.0
547.0
577.8
290.5
435.3
507.7
555.6
613.9
678.0
745.9
820.5
10.1%
29.7%
42.1%
Ukraine (MM USD)

1 USD : 1 USD
TELEVISION
55.3%
19.8%
31.0%
46.1%
62.1%
19.7%
5.6%
-49.7%
49.9%
16.6%
18.1
22.8
72.2%
25.8%
Pay TV
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
10.5
------
------
------
------
------
------
------
------
------
------
Total Television
55.7
79.2
123.0
147.3
193.1
282.0
457.0
547.0
577.8
301.0
29.7%
42.1%
55.3%
19.8%
31.0%
46.1%
62.1%
19.7%
5.6%
453.5
9.4%
530.6
10.5%
10.4%
10.0%
10.0%
26.5
31.0
36.1
41.7
48.2
16.1%
16.9%
16.5%
15.8%
15.5%
582.1
-47.9%
50.7%
17.0%
11.5
21.9
32.3
90.9%
47.8%
9.7%
644.8
714.1
787.6
16.1%
868.7
10.4%
10.8%
10.7%
10.3%
10.3%
43.1
52.8
63.9
76.8
91.8
33.4%
22.3%
21.1%
20.2%
19.6%
INTERNET
Paid Search
0.0
0.0
-50.8%
-89.8%
0.0
0.1
1411.8%
0.2
460.7%
36.4%
0.6
196.8%
1.9
246.1%
4.9
11.3
154.6%
128.7%
1.3%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.7
------
------
------
------
------
------
------
------
------
------

Total Internet
NEWSPAPERS
MAGAZINES
RADIO
0.5
0.6
1.0
0.9
1.3
1.9
71.7%
19.9%
53.7%
-11.7%
52.2%
47.9%
4.0
108.8%
6.0
1.8
3.0
4.4
5.6
7.0
8.7
10.7
152.0%
64.5%
46.6%
27.7%
25.0%
24.1%
23.2%
29.0%
7.1
7.6
5.8
12.6
18.9
25.4
30.4
35.0
40.2
45.8
74.3%
8.2%
-23.8%
116.5%
50.3%
34.2%
19.5%
15.2%
14.8%
14.1%
0.5
0.6
1.0
1.0
1.5
2.5
12.0
18.9
60.0%
16.7%
57.1%
0.0%
50.0%
66.7%
139.6%
100.3%
57.9%
18.0
-5.0%
36.3
54.3
72.9
88.7
49.5%
34.4%
21.7%
19.3%
18.7%
18.1%
62.1
65.4
69.9
74.7
79.7
5.5
6.4
10.1
21.6
29.2
48.0
64.0
76.4
87.1
64.0
53.1
58.7
16.7%
57.1%
114.3%
35.0%
64.6%
33.3%
19.4%
14.1%
-26.6%
-17.0%
10.6%
9.8
11.4
17.9
38.4
51.8
83.0
60.0%
16.7%
57.1%
114.3%
35.0%
60.1%
35.9%
36.2%
153.6
196.1
27.6%
88.0
76.6
86.3
-55.1%
-12.9%
12.6%
13.8
4.4
5.1
8.0
9.0
13.0
20.0
26.5
34.0
30.3
12.0
13.2
60.0%
16.7%
57.1%
12.5%
44.4%
53.8%
32.5%
28.3%
-10.9%
-60.4%
10.0%
5.6%
92.0
5.4%
97.9
6.6%
14.5
4.2%
105.9
6.9%
104.1
6.5%
15.3
5.6%
6.3%
16.3
5.4%
6.7%
125.6
19.3%
101.6%
60.0%
112.8
23.2%
148.3
6.8%
22.3%
6.3%
6.7%
111.2
118.6
6.8%
6.6%
6.7%
17.4
18.5
6.6%
6.1%
6.4%
OUT-OF-HOME
0.6
0.7
1.1
1.5
2.5
Cinema
60.0%
16.7%
57.1%
45.5%
62.5%
100.0%
20.7
24.2
38.0
60.0
86.0
116.0
60.0%
16.7%
57.1%
57.9%
43.3%
Total OOH
21.3
24.9
39.1
61.5
88.5
60.0%
16.7%
57.1%
57.6%
43.8%
TOTAL
97.2
41.1%
127.6
31.2%
199.1
278.9
56.0%

Radio
7%
35.2%
34.9%
121.0
36.7%
556.5
47.6%
6.5
8.0
8.5
3.0
3.5
4.0
4.5
5.0
5.4
6.1
6.8
30.0%
23.1%
6.6%
-65.2%
19.6%
13.2%
12.2%
10.1%
9.9%
11.9%
11.8%
77.0
84.4
95.6
151.0
30.2%
157.5
30.2%
823.8
48.0%
OOH
6%
Radio
2%
Television
41%
Magazines
9%
377.1
40.1%
5.0
Internet
17%
Source:
3.7%
197.0
204.6
25.1%
1,020.0
-60.7%
3.9%
1,114.9
23.8%
9.6%
80.0
88.0
99.6
-60.9%
10.0%
13.2%
563.0
9.3%
102.6
13.2%
720.6
-49.5%
28.0%
107.1
Television
63%
115.2
7.6%
843.1
930.7
17.0%
10.4%
RANK
118.3
7.4%
7.3%
123.7
7.5%
1,027.4
10.4%
7.4%
1,134.1
10.4%
129.2
141.2
9.3%
8.1%
9.2%
135.3
148.0
9.4%
8.2%
9.4%
1,251.8
1,381.8
10.4%
10.4%
10.4%
RANK

Total (mm)
110.2
7.4%
Ukraine
Newspapers
7%
Internet
6%
196.1
25.2%
OOH
12%
Magazines
10%
Newspapers
20%
189.0
11.2%
17.0%
-
843.1
15.4%
Total (bn)
157.7
157.7
46
3.5
59
17.4%
5.2%
29
10.8%
28.2
58
USD Total (mm)
843.1
44
USD Total (bn)
Population (mm)
45.25
22
Population Growth
-0.5%
69
Household (mm)
16.90
19
Household Growth
-0.6%
66

Television
96.9%
47
Internet
66.4%
32
Other Measures
Mobile
122.9%
29
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, All-Ukraine Advertising Coalition
97
UNITED KINGDOM
United Kingdom (MM GBP)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
0.64 GBP : 1 USD

TELEVISION
2,926.0
5.6%
Pay TV
431.0
2,543.9
-13.1%
452.4
23.3%
Total Television
3,357.1
7.5%
5.0%
2,996.3
-10.7%
2,549.8
2,555.9
0.2%
586.5
6.8%
607.3
29.6%
3,136.2
2,730.3
0.2%
631.3
3.6%
3,163.3
4.7%
3.9%
3,361.6
0.9%
6.3%
2,797.8
2,639.5
2.5%
-5.7%
684.6
679.4
8.4%
-0.8%
3,482.5
3,318.9
3.6%
-4.7%
2,720.5
2,622.2
3.1%
692.9
-11.7%
711.4
2.0%
3,413.4
2,316.1
-3.6%
680.1
2.7%
3,333.5
2.8%
-4.4%
2,996.3
-2.3%
-10.1%
2,637.7
2,678.3
13.9%
2,804.6
1.5%
761.4
4.7%
836.5
11.9%
915.0
9.9%
3,399.1
9.4%
3,514.9
13.4%
3,719.6
3.4%
5.8%
2,893.5
2,955.4
3.2%
974.8
1,107.8
4.1%
3,977.6
5.8%
4.1%
4,062.7
2.8%
2.6%
1.4%
1,064.4
4.9%
4.0%
3,041.4
1.5%
1,022.3
6.5%
3,868.3
2,998.2
2.1%
4,149.2
2.1%
3.4%
2.1%
INTERNET
Paid Search
26.1
43.8
67.0
186.1
751.5%
67.5%
53.1%
177.7%
365.2
96.3%
653.1
990.8
78.8%
51.7%
1,376.2
1,688.9
38.9%
22.7%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
11.4
------
------
------
------
------
------
------
------
------
104.0
97.1
100.2
209.2
336.1
508.4
722.7
1,014.6
1,147.0
158.2%
Total Internet
130.1
200.2%
NEWSPAPERS
4,262.1
-6.7%
140.8
8.2%
4,161.6
12.1%
MAGAZINES
1,716.6
-2.4%
1,683.4
5.1%
RADIO
453.8
-1.9%
413.8
15.0%
-8.8%
3.2%
108.8%
167.2
395.3
18.7%
4,086.6
701.3
136.4%
4,134.0
-1.8%
1,592.1
60.7%
77.4%
4,340.7
1.2%
1,557.2
-5.4%
5.0%
1,615.9
-2.2%
418.4
3.8%
446.8
1.1%
463.4
6.8%
3.7%
51.3%
42.2%
1,161.5
1,713.4
65.6%
47.5%
4,169.8
3,990.8
-3.9%
-4.3%
1,607.8
1,553.9
-0.5%
-3.4%
442.7
408.4
-4.5%
-7.7%
40.4%
2,390.8
2,847.2
3,494.8
422.2
64.8
86.0
61.6%
32.7%
2,763.3
-20.9%
975.0
-27.6%
386.2
3.4%
343.5
-8.5%
10.5%
66.5%
5.7%
-9.9%
2,504.8
9.2%
40.1
3,009.9
1,346.2
-3.8%
2,267.3
13.7%
24.1
1.1%
-12.1%
2,076.8
111.4%
1,160.1
19.1%
-0.3%
1,494.6
8.1%
13.1%
39.5%
3,976.9
1,825.8
-11.1%
1,223.8
1,266.8
5.5%
1,316.7
3.5%
3,340.7
3.9%
3,598.9
11.0%
3,907.5
7.7%
2,733.3
8.6%
2,675.1
-1.1%
2,630.0
-2.1%
963.7
-1.7%
941.7
-1.2%
926.8
-2.3%
356.3
-1.6%
359.9
3.7%
350.7
1.0%
-2.6%
2,703.9
2,918.3
7.9%
110.0
28.0%
1,416.6
2,574.5
892.7
349.3
2,558.8
0.8%
852.8
763.4
-5.0%
353.1
-4.1%
-5.7%
356.9
1.1%
-0.9%
0.8%
809.8
-4.5%
7.6%
6.5%
2,539.2
-2.2%
-0.4%
5,188.3
6.6%
2,518.5
6.0%
5.8%
4,872.4
8.0%
-3.7%
1,697.8
5.9%
4,570.6
24.9%
19.0%
1,604.9
7.0%
-2.1%
197.2
20.8%
1,515.2
7.8%
6.2%
165.7
24.7%
8.3%
3,293.3
6.3%
137.1
7.6%
4,230.5
3,101.9
7.9%
360.5
1.1%
0.0%
1.0%
OUT-OF-HOME
Cinema
108.8
139.4
4.0%
562.1
28.1%
555.7
17.2%
Total OOH
670.9
-1.1%
695.1
14.9%
TOTAL
10,590.6
3.6%
10,091.1
10.5%
-4.7%
153.0
153.0
9.8%
574.5
727.5
Magazines
9%
856.8
9.3%
10,491.6
0.4%
7.8%
11,339.7
3.6%
8.1%
159.8
159.8
-2.1%
0.0%
736.5
764.3
6.2%
3.8%
896.3
924.1
4.6%
3.1%
11,760.6
11,909.6
3.7%
1.3%
176.0
174.4
10.1%
797.7
-0.5%
768.9
4.4%
645.0
-3.6%
973.7
-16.1%
943.3
5.4%
12,671.5
173.5
-0.9%
818.5
-3.1%
12,351.3
6.4%
-13.2%
10,906.4
-2.5%
-11.7%
177.5
172.1
2.3%
710.2
6.4%
733.6
10.1%
806.4
3.3%
887.7
9.9%
905.7
8.5%
11,680.8
183.0
-3.1%
989.4
2.0%
9.2%
11,996.2
7.1%
12,524.0
2.7%
4.4%
RANK
United Kingdom
OOH
Radio 8%
3%
Television
29%
Magazines
8%
Newspapers
22%
Newspapers
20%
189.1
194.8
3.3%
833.0
12,937.3
13,325.4
13,725.2
4.3%
3.0%
14,136.9
3.0%
3.3%
3.0%
RANK
2.7%
Total (GBP) (mm) GBP
11,996.2
50
USD Total (mm)
18,534.1
Population (mm)
62.64
Population Growth
0.7%
35
Household (mm)
27.34
10
Household Growth
1.2%
21
1.8%
66
Total (GBP) (bn)
1,440.5
USD Total (bn)
2,362.4
16
37.7
18
1.7%
61
2.6%
51
2.5%
40
36.0
31
Internet
30%
1,116.8
3.0%
3.0%
4.4%
3.0%
1,084.3
3.0%
3.3%
910.2
3.0%
1,052.7
3.7%
3.0%
883.7
3.0%
3.3%
206.6
3.0%
858.0
3.3%
1,022.0
200.6
3.0%
Internet
17%
Source:
8.0%
795.1
4.7%
OOH
6%
Television
41%
693.6
11.8%

Radio
7%
6.7%
642.1
3.4%
10,128.0
163.2
0.0%
Television
97.8%
37
Internet
85.3%
13
Other Measures
Mobile
144.8%
15
Gini Coefficient
MAGNAGLOBAL, company reports, Mediabrands agencies, IMF, ITU, United Nations, UK Advertising Association, World Advertising Research Center (WARC), BARB
98
UNITED STATES
United States (MM USD)
2000A
2001A
2002A
2003A
2004A
2005A
2006A
2007A
2008A
2009A
2010E
2011E
2012E
2013E
2014E
2015E
2016E
2011-2016
CAGR
1 USD : 1 USD
TELEVISION
33,582.2
30,579.7
12.4%
Pay TV
12,487.3
-8.9%
12,955.9
9.7%
Total Television
46,069.5
3.8%
43,535.6
11.6%
-5.5%
33,097.6
33,190.2
8.2%
0.3%
14,646.6
15,752.9
13.0%
7.6%
47,744.2
48,943.1
9.7%
2.5%
35,950.2
8.3%
17,524.3
11.2%
53,474.5
9.3%
35,663.7
-0.8%
19,132.4
9.2%
54,796.1
2.5%
36,712.9
2.9%
20,222.9
5.7%
56,935.8
3.9%
35,858.8
34,816.3
-2.3%
29,860.5
-2.9%
21,308.3
22,429.4
5.4%
-14.2%
21,302.7
5.3%
57,167.2
57,245.7
0.4%
-5.0%
51,163.2
0.1%
-10.6%
33,567.8
32,534.4
12.4%
35,663.2
-3.1%
23,648.8
25,738.2
11.0%
28,058.6
8.8%
57,216.6
63,721.8
1.8%
37,634.2
-3.6%
30,812.6
9.0%
58,272.5
11.8%
34,374.1
9.6%
33,695.0
9.8%
65,186.7
9.4%
36,390.5
9.5%
71,329.3
40,105.5
9.1%
9.3%
9.1%
73,151.1
9.4%
4.1%
9.5%
36,760.6
9.4%
2.3%
39,865.6
-3.3%
79,971.1
2.6%
6.5%
9.3%
INTERNET
Paid Search
115.8
------
285.4
901.4
146.5%
215.9%
2,543.5
182.2%
3,790.0
49.0%
5,142.0
35.7%
6,799.0
32.2%
Online Video
0.0
0.0
0.0
0.0
0.0
0.0
215.0
------
------
------
------
------
------
------
7,951.7
6,848.6
5,107.7
4,723.6
5,689.0
7,414.0
9,915.0

72.1%
Total Internet
8,067.5
74.6%
NEWSPAPERS
48,671.1
-13.9%
7,134.0
-11.6%
44,304.5
5.1%
MAGAZINES
19,024.6
-9.0%
17,789.1
8.3%
RADIO
19,884.1
-6.5%
18,421.1
12.1%
-7.4%
-25.4%
-7.5%
6,009.0
7,267.0
-15.8%
20.9%
44,102.2
44,939.1
-0.5%
1.9%
17,211.9
17,112.4
-3.2%
-0.6%
19,489.4
19,687.6
5.8%
1.0%
20.4%
9,479.0
30.4%
46,702.7
3.9%
17,961.4
5.0%
20,106.6
2.1%
30.3%
12,556.0
32.5%
47,406.7
1.5%
19,350.8
7.7%
20,179.2
0.4%
33.7%
16,929.0
34.8%
46,601.4
-1.7%
20,373.4
5.3%
20,209.3
0.1%
8,760.0
10,520.0
28.8%
10,677.0
20.1%
324.0
734.0
50.7%
1.5%
1,040.0
126.5%
12,222.7
12,343.1
23.3%
41.7%
11,145.3
1.0%
21,306.7
23,597.1
25.9%
-9.7%
22,862.3
10.7%
42,209.1
34,739.5
-9.4%
-3.1%
24,821.2
-17.7%
20,975.2
19,533.3
3.0%
-28.6%
15,609.0
-6.9%
19,702.3
17,755.9
-2.5%
-20.1%
14,302.8
-9.9%
-19.4%
12,434.1
14,024.8
16.5%
15,417.1
12.8%
1,397.9
1,745.9
34.4%
13,779.4
8.7%
25,649.9
31,293.1
11.6%
22,851.5
21,058.3
-5.4%
15,918.2
15,793.8
1.1%
15,306.2
34,269.8
20,328.8
15,867.6
1.3%
37,464.5
15,308.3
-0.9%
16,165.3
2.4%
16,635.2
44,191.9
9.1%
9.1%
8.1%
19,198.7
18,558.8
-2.9%
-3.0%
-3.3%
14,908.1
14,442.8
-2.6%
-2.1%
-3.1%
17,129.8
2.9%
6.8%
5.8%
40,892.4
-2.2%
1.9%
17,851.0
6.7%
-2.7%
16.8%
13.3%
16,867.8
9.3%
19,781.8
3,800.5
16.2%
6.9%
10.0%
9.0%
3,353.2
16.9%
15,811.6
22,540.4
10.1%
2,884.8
-3.5%
15,648.8
20,671.5
10.3%
9.5%
-1.8%
15,497.6
7.0%
18,768.2
7.3%
-2.6%
16,090.4
2.0%
14,787.1
9.3%
21,628.5
-7.9%
17.7%
7.2%
28,621.2
12.2%
2,467.4
20.1%
12,850.6
6.0%
10.4%
2,096.6
24.9%
11,817.8
17,015.3
9.9%
17,581.9
3.0%
2.6%
2.6%
OUT-OF-HOME
Cinema
195.5
193.5
8.2%
5,039.5
-1.0%
4,999.6
8.3%
Total OOH
5,235.0
-0.8%
5,193.1
8.3%
TOTAL
146,951.8
-0.8%
136,377.5
11.1%
-7.2%
185.8
273.0
-4.0%
46.9%
5,046.3
5,231.2
0.9%
3.7%
5,232.1
5,504.2
0.8%
139,788.7
5.2%
143,453.4
2.5%

Radio
7%
2.6%
367.5
34.6%
5,467.0
4.5%
5,834.4
6.0%
153,558.6
7.0%
394.8
7.4%
5,906.4
8.0%
6,301.2
8.0%
160,590.1
4.6%
455.7
15.4%
6,349.6
7.5%
6,805.3
8.0%
167,854.2
4.5%
OOH
6%
Radio
11%
Television
41%
6,742.8
6,420.0
6.2%
2.2%
5,316.7
-4.8%
7,282.7
6,991.4
7.0%
168,643.2
584.1
5.8%
-17.2%
5,900.7
-4.0%
159,863.0
0.5%
-15.6%
134,659.1
-5.2%
-15.8%
5,451.0
154,638.6
2.4%
158,949.3
RANK
2.4%
USD Total (mm)
146,537.1
Population (mm)
313.25
51
4.6%
5.8%
RANK
3.6%
55
15,157.3
USD Total (bn)
15,157.3
48.4
11
5.0%
37
4.5%
37
1.0%
66
40.8
21
1.0%
26
118.42
0.9%
33

Television
98.6%
27
Internet
81.7%
17
Other Measures
Mobile
99.5%
50
Gini Coefficient
Note:
Television revenues include political and Olympics spending. Data presented here as part of our Core Media data set can be compared to our Total Media data set by including Directories and Direct Mail, which reduce the growth rates reported above. For 2011, Total Media will grow by 1.9%.
Source:
MAGNAGLOBAL, company reports, US Census Bureau, ITU, IMF, BCFM, RAB, NAA, YPIMA, OAAA, IAB
183,750.3
3.2%
Total (USD) (bn)
Internet
19%
173,759.1
7.0%
6.2%
Newspapers
15%
9,003.8
7.3%
6.0%
6.6%
5.9%
8,479.0
7.5%
168,418.8
7,815.3
7.1%
7,899.7
9.8%
7.8%
7,376.8
7.1%
2.8%
1,188.5
9.0%
6,888.5
6.5%
5.5%
1,102.3
10.1%

146,537.1
Population Growth
7,350.0
7.4%
146,537.1
1,011.2
6.0%
6,904.1
4.9%
6.2%
6,431.3
6.8%
6,426.8
3.8%
10.0%
6,068.7
4.2%
6,124.7
918.8
12.1%
5,681.3
2.5%
143,067.0
835.4
10.7%
Total (USD) (mm) USD
Household Growth
Internet
17%
745.5
15.3%
Household (mm)
Newspapers
20%
673.7
United States
Television
40%
Magazines
11%
571.4
18.5%
OOH
4%
Magazines
9%
539.9
99

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2011 ADVERTISING FORECAST

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2011 ADVERTISING FORECAST

2011 ADVERTISING FORECAST

2011 ADVERTISING FORECAST

Compounded Annual Growth Rates

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

2011 ADVERTISING FORECAST

2011 ADVERTISING FORECAST

China and India are key to the future of

2011 ADVERTISING FORECAST

Contribution to global growth by

China and India together account

2011 ADVERTISING FORECAST

With high levels of internet and

2011 ADVERTISING FORECAST

Contribution to global TV growth by

In emerging markets, new

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Contribution to global Internet growth

Paid Search will grow from $34.9

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

2011 ADVERTISING FORECAST

Contribution to Newspaper advertising

Growth in the Asia Pacific and Latin

Annual Growth / Decline

119.6 121.2 123.0

2011 ADVERTISING FORECAST

Annual Growth / Decline

2011 ADVERTISING FORECAST

Magazine Advertising Forecast (in Billions of Constant USD)

Magazines Advertising Forecast (in Billions of Constant USD)

Annual Growth / Decline

2011 ADVERTISING FORECAST

Share of global Radio advertising by

Radio remains skewed towards

2011 ADVERTISING FORECAST

Radio Advertising Forecast (in Billions of Constant USD)

Annual Growth / Decline

2011 ADVERTISING FORECAST

Share of global Out-Of-Home

Creative executions and ease with

2011 ADVERTISING FORECAST

Total Out-Of-Home Advertising Forecast (in Billions of Constant USD)

Annual Growth / Decline