The Global TV Deck. The global proof of TV s power and popularity

Transcription

1 The Global TV Deck The global proof of TV s power and popularity

2 Background: The Global TV Deck initiative In 2013, The Global TV Group was created with major players in the TV industry joining forces to consistently back up TV s positive narrative with solid global data as well as promote the power of TV as a digitally transformed medium. In the madness of the digital storm, and when TV advertising s power is taken for granted more than ever, The Global TV Group launched the Global TV deck initiative to: Remind advertisers, journalists, tech gurus, agencies and industry peers about the power and popularity of TV Gather solid facts and figures worldwide to have an accessible source of reliable information Prove that TV and online are more powerful together

3 What we define as TV This video is only here as an example to illustrate the concept of TV (please note that rights haven t been cleared with NFL). Feel free to replace it with your own material.

4 TV is brand-safe Among the most serious concerns in our industry, brand safety has been a major red flag for video advertising. While it is important to address this issue it is also important to assess once more that TV has never and will never be faced with such a controversy. All TV is whitelisted: 100% transparency Highest rate of viewers trust Regulations Measurement A great topic to illustrate TV as the safest space for advertising and highlight its strengths, effectiveness and bright future.

5 TV is the prime real estate of AV advertising High completion rates Robust measurement Full Screen Brand safe Sound on Shared viewing Viewed by humans High quality programming

6 The global proof of TV s power and popularity Reach Unbeatable scale and reach Resilience TV viewing is steady throughout a decade of innovation and different stages of life Popularity TV has by far the biggest share of attention Impact TV is the most trusted and impactful form of advertising Effectiveness Advertisers invest in TV advertising because it pays back Complementarity TV makes all other media more effective

7 Reach Unbeatable scale and reach

8 TV is still really powerful for us. It is still the most mass reaching audience and it still works for us Marisa Thalberg, CMO of Taco Bell April 2017 Source:

9 TV s reach and scale across the globe are unbeatable Day Week Month 67.6% 87.9% 95.7% On average across 26 markets (Australia, Austria, Belgium national, Brazil, Canada, Colombia, Czech Republic, Ecuador, Finland, France, Germany, Ireland, Italy, Mexico, Netherlands, Peru, Poland, Russia, Slovenia, South Korea, Spain, Sweden, Switzerland, Ukraine, UK, US) Base: 26 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. G L O B AL

10 TV s reach and scale across Europe are unbeatable Day Week Month 68.4% 97.7% 95.4% On average across 16 markets (Austria, Belgium national, Czech Republic, Finland, France, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden, UK, US) Base: 16 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. E U R O P E

11 64,7% 72,8% 66,5% 80,6% 75,2% 65,7% 75,3% 70,6% 72,2% 70,3% 61,8% 69,0% 58,7% 65,9% 84,6% 93,0% 91,2% 93,7% 92,2% 87,2% 91,3% 88,5% 84,5% 90,9% 81,8% 91,0% 82,7% 90,0% 85,4% 93,8% 98,9% 98,1% 98,4% 97,6% 95,6% 97,7% 99,0% 90,9% 95,3% 90,6% 99,0% 93,6% 97,0% 92,2% Incomparable reach all over the world Daily Weekly Monthly Sources for figures: see following slides GLOBAL

12 TV is the fast track to reach consumers 4 h 16 USA Average viewing time in Europe and overseas more than 4 hours 3-4 hours 2-3 hours 3 h 23 UK 2 h 58 Netherlands 2 h 42 Denmark 3 h 43 Germany Average daily reach in Europe * 73.2% 4 h 22 Poland 2 h 14 China 4 h 42 Japan Daily Viewing Time 4 h min vs h 18 Belgium North 4 h 03 Belgium South 3 h 45 Spain 3 h 42 France 4 h 04 Italy 4 h 26 Croatia Source average viewing time: *RTL AdConnects own calculations. Source: TV Key Facts 2018, Médiamétrie, Eurodata TV worldwide, all individuals, all day, January-December 2017 Source average daily reach : European Daily TV reach excluding Greece, Norway, Portugal and Slovenia, Development of daily TV reach in % of all adults 12+,13+,14+ etc. Source: TV Key Facts 2018, Médiametrie, local institutes E U R OPE

13 Unbeatable daily, weekly and monthly reach % of the Australian population Day Week Month 64.7% 84.6% 93.8% Source: OzTAM Metro, RegTAM Regional Agg+WA, Total Ppl, 1 minute reach Total TV National (inc. Central Australia), Jan 2017 To Dec 2017 Includes live viewing and playback through the TV set at the time it is watched within 28 days. Time bands use the industry standard 26-hour TV clock: AU S T R AL I A

14 Unbeatable daily, weekly and monthly reach % of the Austrian population Day Week Month 65.3% 90.5% 98.1% Source: AGTT/GfK: TELETEST, 2017, people 12+, total TV AU S T R I A

15 Unbeatable daily, weekly and monthly reach % of the North Belgian population Day Week Month 74.5% 93.7% 99.0% Source: CIM TV South 2017, TTV 4+, reach 1 min. cons B E L GIUM NORTH

16 Unbeatable daily, weekly and monthly reach % of the South Belgian population Day Week Month 71.4% 93.1% 99.2% Source: CIM TV South 2017, TTV 4+, reach 1 min. cons B E L GIUM SOUTH

17 Unbeatable daily, weekly and monthly reach % of the Brazilian population Day Week Month 66.5% 91.2% 98.1% Source: Kantar Ibope Media MW Telereport Metropolitan Regions May of Target: Viewers from Atlas Globo Reach Average day, week and month (cov%) B R AZ I L

18 Unbeatable daily, weekly and monthly reach % of the Canadian population Day Week Month 80.6% 93.7% 98.4% Source: Numeris PPM, Total Canada, Total TV, Consolidated, All Locations, M-Su 2am-2am, Ind. 2+, CY 2017 C AN AD A

19 Unbeatable daily, weekly and monthly reach % of the Colombian population Day Week Month 75.2% 92.2% 97.6% Source: Ibope, Universe: Total TV ( Broadcast TV + Cable) - Cable = Channels disaggregated by Ibope C OLOMBIA

20 Unbeatable daily, weekly and monthly reach % of the Czech population Day Week Month 70.2% 89.1% 95.5% Source: y2017, ATO - Nielsen Admosphere, TV live + TS0-3. Reach: at least 3 min continuous viewing. Population: 4+ C Z E C H R E P U B L I C

21 Unbeatable daily, weekly and monthly reach % of the Ecuadorian population Day Week Month 54.1% 81.9% 94.2% Source: Kantar Ibope Media Ecuador - Total TV. Period: January to November, From 06 to 06. Population: (3 years +) 4,850,550 E C U AD O R

22 Unbeatable daily, weekly and monthly reach % of the Finnish population Day Week Month 65.7% 87.2% 95.6% Source: Finnpanel TAM, Jan.-Sept F I N L AN D

23 Unbeatable daily, weekly and monthly reach % of the French population Day Week Month 75.3% 91.3% 97.7% Source: Médiamétrie Médiamat Base: individuals 4+ F R AN C E

24 Unbeatable daily, weekly and monthly reach % of the German population Day Week Month 70.6% 88.5% 99.0% Source: AGF videoresearch in collaboration with GfK; videoscope 1.1, 2017; data weighted. Base: Adults 14+ years. G E R M AN Y

25 Unbeatable daily, weekly and monthly reach % of the Irish population Day Week Month 65.6% 89.0% 96.3% Source: All individuals. Period for Daily and Monthly reach: Period for Weekly reach: I R E L AN D

26 Unbeatable daily, weekly and monthly reach % of the Italian population Day Week Month 72.2% 84.5% 90.9% Source: AUDITEL, Year 2017, individuals +4 y.o., reach 1min+. TV set viewing within 7 days of broadcast I TALY

27 Unbeatable daily, weekly and monthly reach % of the Mexican population Day Week Month 58.2% 88.5% 97.1% Source: Nielsen IBOPE Mexico. P4+, June M E X I C O

28 Unbeatable daily, weekly and monthly reach % of the Dutch population Day Week Month 70.3% 90.9% 95.3% Source: SKO (Stichting KijkOnderzoek) HY Population 6+ N E T H E R L AN D S

29 Unbeatable daily, weekly and monthly reach % of the Peruvian population Day Week Month 43.9% 73.9% 90.4% Source: Media Work Station (Kantar Ibope Media) June 2017 (07 a.m. to 12 a.m.). Target: Total Lima + 6 Cities Population: 13,040,400 P E R U

30 Unbeatable daily, weekly and monthly reach % of the Polish population Day Week Month 61.8% 81.8% 90.6% Source: Nielsen Audience Measurement Poland, 2017 Jan.-Dec., Target group: All 4+, reach 1min+ P OLAN D

31 Unbeatable daily, weekly and monthly reach % of the Russian population Day Week Month 69.0% 91.0% 99.0% Source: MediaScope, 4+, Jan-Jun 2018 R U S S I A

32 Unbeatable daily, weekly and monthly reach % of the Slovenian population Day Week Month 74.7% 91.3% 95.7% Source AGB Nielsen, based on average daily reach, average weekly cumulative and average monthly cumulative reach, based on 1 min of viewing, total individuals, total television. Q S L O V E N I A

33 Unbeatable daily, weekly and monthly reach % of the Korean population Day Week Month 59.6% 80.3% 93.2% Source: Nielsen, year 2017, individuals 4+, reach 1min+. TV set viewing within 7 days of broadcast S OUTH KOREA

34 Unbeatable daily, weekly and monthly reach % of the Spanish population Day Week Month 70.2% 89.1% 96.1% Source: Kantar Media, Spain, Total TV, Linear TV, All Day. Individuals 4+ (guest included). January-August Linear TV. S PAI N

35 Unbeatable daily, weekly and monthly reach % of the Swedish population Day Week Month 59.3% 82.0% 92.7% Source: MMS Advantedge, based on average daily reach, average weekly and average monthly reach, based on 1 min of viewing, total people, total broadcast television. Jan-sept S W E D E N

36 Unbeatable daily, weekly and monthly reach % of the Swiss population Day Week Month 58.7% 82.7% 93.6% Source: Mediapulse TV-Panel (Instar Analytics), Total Commercial TV, Switzerland, Target group: individuals 3+ incl. guests, 2017, Mo-Su 24h, all platforms, Overnight +7, CH-Signal, reach 1 second S W I T Z E R L AN D

37 Unbeatable daily, weekly and monthly reach % of the British population Day Week Month 65.9% 90.0% 97.0% Source: BARB, 2017, individuals, reach 3min+. TV set viewing within 7 days of broadcast UK

38 Unbeatable daily, weekly and monthly reach % of the Ukrainian population Day Week Month 69.8% 91.6% 97.7% Source: PPM Nielsen Ukraine, January to June 2018, Total TV, Audience: Universe (All people) U K R AI N E

39 Unbeatable daily, weekly and monthly reach % of the American population Day Week Month 70.5% 85.4% 92.2% Source: Nielsen R&F, Time period: Day-Feb 11st 2018, Week-Feb 5st to 11th 2018, Month-Feb Live+SD. A18+. Total day. US

40 TV campaigns get billions of views across the globe On average, a 400 GRP TV campaign gets 4.5 Billion views An average across 25 markets (Australia, Austria, Belgium national, Brazil, Canada, Chile, Colombia, Czech Republic, Ecuador, Finland, France, Ireland, Italy, Mexico, Netherlands, Peru, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK, US) Base: 25 countries, all respondents. Source: The Global TV Deck 2018 see the following slides. GLOBAL

41 TV campaigns get billions of views in Europe On average, a 400 GRP TV campaign gets 2.2 Billion views An average across 16 markets (Austria, Belgium national, Czech Republic, Finland, France, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK) Base: 16 countries, all respondents. Source: The Global TV Deck 2018 see the following slides. E U R OPE

42 38, , An average TV campaign gets millions of views Average number of contacts (in million) per country, based on a 400 GRP campaign Sources for figures: see following slides

43 An average broadcast TV campaign in Australia gets: 70 Million views Base: 400 TARP. Total Population, 5 metropolitan Cities, 3 Station Buy, Main Channel. Source: TV Map 2018

44 An average broadcast TV campaign in Austria gets: 30 Million views Base: 400 GRP. Source: AGTT/GfK: TELETEST, 2017, people 12+

45 An average broadcast TV campaign in North Belgium gets: 24 Million views Base: 400 GRP. Source: CIM TV, 4+ / North / 2017

46 An average broadcast TV campaign in South Belgium gets: 18 Million views Base: 400 GRP. Source: CIM TV, 4+ / South / 2017

47 An average broadcast TV campaign in Brazil gets: 809 Million views Base: 400 GRP. Source: Kantar Ibope Media MW Telereport Metropolitan Regions May of Viewers from Atlas Globo Universe: Figure:

48 An average broadcast TV campaign in Canada gets: 143 Million views Base: 400 GRP, Ind 2+. Source: Based on Numeris population estimates

49 An average broadcast TV campaign in Chile gets: 53 Million views Base: 400 GRP. Source: Kantar Ibope Media, June TV Data Population 4+: 13,381,914 Actual Figure: 53,527,656

50 An average broadcast TV campaign in Colombia gets: 77 Million views Base: 400 TGRPS. Source: Ibope, June of 2017, Universe: Total TV ( Broadcast TV + Cable) - Cable = Channels disaggregated by Ibope. Actual Figure:

51 An average broadcast TV campaign in Czech Republic gets: 40 Million views Base: 400 GRP. Source: PEM data, ATO - Nielsen Admosphere, Target group 4+

52 An average broadcast TV campaign in Ecuador gets: 19 Million views Base: 400 GRP. Source: Kantar Ibope Ecuador. January to November, Total Population 3+: 4,850,550. Real Data: 19,402,200

53 An average broadcast TV campaign in Finland gets: 21 Million views Base: 400 GRP. Source: Dagmar Media. Gross contacts : All population 4+ Target group size: weeks (weeks 38-40/2018)

54 An average broadcast TV campaign in France gets: 231 Million views Base: 400 GRP. Source: Médiamétrie 57,974,000 equipped TV 2016

55 An average broadcast TV campaign in Ireland gets: 17 Million views Figures based on an average campaign of 400 TVRs (individuals) using the 2018 TV universe Source: TAM Ireland

56 An average broadcast TV campaign in Italy gets: 235 Million views Base: 400 GRP. Source: AUDITEL, Year 2017, individuals +4 y.o.

57 An average broadcast TV campaign in Mexico gets: 223 Million views Base: 400 TGRPS. Source: Nielsen IBOPE Mexico. P4+, 12nd to 25th June 2017 Total Nacional. (Free TV + Cable)

58 An average broadcast TV campaign in the Netherlands gets: 63 Million views Base: 400 GRP. Source: 2016 Stichting KijkOnderzoek (SKO)

59 An average broadcast TV campaign in Peru gets: 52 Million views Base: GRP%. Source: TV Data 8.0 (Kantar Ibope Media) June of Target: Total (Lima + 6 cities) Population 13,040,400. Actual Figure: 52,709,296

60 An average broadcast TV campaign in Poland gets: 144 Million views Base: 400 GRP. Source: Nielsen Audience Measurement Poland, 2018, All individuals 4+.

61 An average broadcast TV campaign in Russia gets: 280 Million views Base: 400 GRP. Source: MediaScope, 4+, period April 2018, 100+ (MediaScope Universe, cities with a population of 100 thousands of people and more), NSK LLC

62 An average broadcast TV campaign in Slovenia gets: 7 Million views Base: 400 GRP. Source:AGB Nielsen, Total individuals. Q Actual figure: 7,552,659

63 An average broadcast TV campaign in Spain gets: 148 Million views Base: 400 GRP. Source: Kantar Media, Spain, Target all adults, May % Atresmedia, 45% Mediaset, 5% Pulsa and 5% Forta

64 An average broadcast TV campaign in Sweden gets: 38.5 Million views Base: 400 GRP. 2weeks. 3-99yrs. 1+ reach 59,7% Frequency 6, Source: Advantedge K2

65 An average broadcast TV campaign in French & German Switzerland gets: 28 Million views Base: 400 GRP. Source: Mediapulse TV panel (MediaWizard), D-CH + F-CH, March 2018, Adults 15+

66 An average broadcast TV campaign in the UK gets: 238 Million views Base: 400 GRP. Source: Thinkbox: TV Advertising s Killer Charts, May 2018 based on BARB 2016.

67 An average broadcast TV campaign in Ukraine gets: 138 Million views Base: 400 GRP. Source:PPM Nielsen Ukraine, January to June 2018, Total TV, Audience: Universe (All people)

68 An average broadcast TV campaign in the U.S. gets: 1.3 Billion views Base: 400 GRP. Source: Nielsen Universe Estimates 2018/2019, P2+ TV Population: 315,600,000

69 Resilience TV viewing is steady throughout a decade of innovation and different stages of life

70 We're back on TV since April 2018 which I'm proud of because we should be, and it has been a productive channel for us in the past, and the broad reach nature of our product enables TV to work for us. Jonathan Beamer, CMO of Monster September 2018 Source:

71 In a decade of innovation, TV is thriving across the globe On average, people watch 8% more TV than 8 years ago +8% :56 hours :15 hours Evolution 2009/2017 On average across 21 markets (Australia, Austria, Brazil, Canada, Chile, Colombia, Ecuador, Finland, Germany, Ireland, Italy, Netherlands, Peru, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK) Base: 21 Countries, all respondents. Source: The Global TV Deck 2018 see the following slides. GLOBAL

72 In a decade of innovation, TV is thriving in Europe On average, people watch 4% more TV than 8 years ago +4% :47 hours :57 hours Evolution 2009/2017 On average across 14 markets (Austria, Finland, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK) Base: 14 Countries, all respondents. Source: The Global TV Deck 2018 see the following slides. E U R OPE

73 Despite a decade of potential disruptions, TV viewing on a TV set has remained remarkably stable

74 Hours of Linear TV viewed on a TV set per day 03:26 03:31 3:28 3:10 3:13 3:10 3:08 3:21 3:10 3:03 Metro Regional 3:22 3:21 3:20 3:14 3:08 3:09 3:05 3:01 2:58 3:23 2:47 3:14 2:42 3:09 80% Internet connection 2:55 2: Source: OzTAM Metro, RegTAM Regional Agg+WA, Total Ppl, Average Time Viewed (Universe) HH:MM, Total TV, Jan 2005 To Dec Includes live viewing and playback through the TV set at the time it is watched within 28 days. Time bands use the industry standard 26-hour TV clock: Does not include any live streaming or VOD AU S T R AL I A

75 Hours of TV viewed on a TV set per day 69% Internet user 86% Internet user 02:37 02:36 02:33 02:42 02:47 02:49 02:48 02:52 02:51 02:58 03: The pink line represents the average time spent (02:47) Source: AGTT/GfK: TELETEST, TV viewing time, people 12+ AIM (Austrian Internet Monitor) AU S T R I A

76 Hours of TV viewed on a TV set per day 33.8% Internet access 4:36 4:33 4:36 4:34 4:32 4:36 4:46 4:56 5: % Internet access 5:39 5:39 * * * * * ** The pink line represents the average time spent (04:45) Source: Kantar IBOPE Media MW Telereport Jan 07 to May 18 (main broadcast television) (**) May 18 - Target: Viewers from Atlas Globo Internet data source: Internet World Stats Internet Usage and Population Statistics (December 31, 2017). (*) Brazilian version. B R AZ I L

77 Hours of TV viewed on a TV set per day 7% Smartphone penetration 3:45 3:45 3:59 4:07 4:07 4:01 4:01 4:02 3:55 3:49 78% Smartphone penetration 3: Source: Numeris PPM Total Canada, Total TV, A18+, M-Su 2a-2a, Consolidated, All Locations, Calendar years. OMD Canada, Media Technology Monitor. Smartphone penetration figures: MTM. C AN AD A

78 Hours of TV viewed on a TV set per day 31.2% Internet access 77.5% Internet access 04:01 03:51 03:49 03:43 03:45 03:48 03:51 03:48 03:45 03:42 03:37 03:37 03:48 * * * The pink line represents the average time spent (03:46) Source: Source: Kantar Ibope Media, ATS variable used to extract this information. Channels - MEGA - TVN - CHV - LA RED - CANAL 13 - UCV + TOP 15 CABLE. Total population 4+.Internet data source: Internet World Stats Internet Usage and Population Statistics (December 31, 2017). Services launch Dates Source: Centro Internacional TV Abierta (*) local version. C H I L E

79 Hours of TV viewed on a TV set per day 22.8% Internet access 03:20 03:44 03:48 03:44 03:33 03:21 03:20 03: % Internet access 03:15 02:46 02:53 * * * The pink line represents the average time spent (03:22) Source: Ibope, Universe: (*) local version. Internet data source: Internet World Stats Internet Usage and Population Statistics (December 31, 2017). C OLOMBIA

80 Hours of TV viewed on a TV set per day 6.1% Internet access 79.9% Internet access* 04:08 04:08 04:02 03:56 03:57 03:55 03:51 03:46 03:42 03:45 04:04 03:50 03: The pink line represents the average time spent (03:55) Source: Kantar Ibope Media Ecuador. January 1, 2006 to June 30, 2018 Broadcast TV. Internet Data Source: IInternet World Stats Internet Usage and Population Statistics (December 31, 2017). (*) Estimated 2018 s number. E C U AD OR

81 Hours of TV viewed on a TV set per day 02:48 02:46 02:50 02:49 02:52 02:55 02:54 02:56 02:51 02:52 02: The pink line represents the average time spent (02:37) Source: Finnpanel Oy, TAM, F I N L AN D

82 Hours of TV viewed on a TV set per day 43% Internet access 77% Internet access 03:26 03:24 03:27 03:24 03:25 03:32 03:47 03:50 03:46 03:41 03:44 03: The pink line represents the average time spent (03:35) Source : Médiamétrie - Médiamat Daily viewing hours, modeled and consolidated - Monday-Sunday, 3h -27h the next day base 4+, equipped with TV F R AN C E

83 Hours of TV viewed on a TV set per day 55% Internet access 81% Internet access 03:46 03:47 03:43 03:41 03:46 03:57 03:59 03:56 03:54 03:54 03:57 03:59 03: The pink line represents the average time spent (03:52) Source: AGOF internet facts 2005-IV; AGOF digital facts ; AGF videoresearch in collaboration with GfK; videoscope 1.1, , SevenOne Media G E R M AN Y

84 Hours of TV viewed on a TV set per day 57% Internet access 89% Internet access 03:01 03:06 03:05 03:16 03:25 03:23 03:16 03:14 03:14 03:06 02:55 02:48 * The pink line represents the average time spent (03:19) Average time spent per person Source: TAM Nielsen Jan 07 to 18 Jul 18 (main broadcast television) 2007 % of households with internet access source: CSO.ie ICT Ireland % of households with Internet access source: CSO.ie I R E L AN D

85 Hours of TV viewed on a TV set per day 50,3% Internet Access 82,2% Internet access 3:51 3:59 4:06 4:09 4:14 4:14 4:07 4:00 3: The pink line represents the average time spent (04:05) Sources Internet access: Audiweb Trends, September 2009; Auditel/Audiweb establishment survey 2017 (Households with Internet access via at least one device). Hours of TV viewed: Auditel. Target: Individuals +4 y.o. I TALY

86 Hours of Broadcast TV viewed on a TV set per day 03:17 03:26 03:08 03:06 03:06 03:13 03:11 03:19 03:21 03:24 03:15 03:08 03:00 02: The pink line represents the average time spent (03:12) Source: SKO. Population 6+ N E T H E R L AN D S

87 Hours of Broadcast TV viewed on a TV set per day 21.1% Internet access 04:07 04:06 04:07 04:08 04:10 04:14 04:21 04:24 04:23 04: % Internet access 4:31 * * * The pink line represents the average time spent (04:16) Source: Kantar Ibope Media. Total Population (age +4 in 2007 to 2011; age 3 to 99 in 2012 to 2017). Lima + 6 Cities. 07:00 a.m. to 12:00 a.m.. Mon to Sun Free-to-air TV (main broadcast television). Internet World Stats Internet Usage and Population Statistics (December 31, 2017). Services launch Dates Source: Centro Internacional TV Abierta (*) local version. P E R U

88 Hours of TV viewed on a TV set per day 41,4% Internet access 78,5% Internet access 05:32 05:28 05:32 05:41 05:36 05:39 05:52 06:00 06:08 06:09 06: Source: Nielsen Audience Measurement Poland, Target group: All 4+, ATS; Internet access: Kantar Millward Brown P OLAN D

89 Hours of TV viewed on a TV set per day 5% Internet access 74% Internet access 03:29 03:36 03:43 03:47 03:54 03:46 03:42 03:48 03:46 03:40 03:58 03:59 04:04 04:06 04:08 04: The pink line represents the average time spent (03:45) Source: MediaScope, 4+. Average time spent is from 1999 to 2017 see behind table for full figures. R U S S I A

90 Hours of TV viewed on a TV set per day 57.6% Internet access 04:39 04:32 04:35 04:51 04:46 04:52 04:56 05:00 05:11 05:15 81,7% Internet access 05:04 * * * * * The pink line represents the average time spent (04:53) Source: AGB Nielsen Media Research Jan 07 to Dec 18. / Target Group total individuals, total television. Internet Data: Source SURS, HousEholds 2007 & 2017 S L O V E N I A

91 Hours of TV viewed on a TV set per day 76.5% Internet Access in :07 3:09 3:14 3:01 2:56 2:57 2: % Internet access Source: KCC, 2017 Research on Broadcasting Media Usage Behavior S OUTH KOREA

92 Hours of TV viewed on a TV set per day 20% Internet access 38% Internet access 61% Internet access 76% Internet access 03:37 03:39 03:44 03:47 03:47 03:55 04:00 04:06 04:05 03:59 03:53 03:51 03:45 ESPAÑA ESPAÑA The pink line represents the average time spent (03:51) Source: Online: EGM / TV: Kantar Media. Pyb. All day. Ind. 4+. TTV. S PAI N

93 Hours of TV viewed on a TV set per day 86% Internet access 100% Internet 111 access 2:37:23 2:40:02 2:45:51 2:45:50 2:42:06 2:43:33 2:38:53 2:32:44 2:34:52 2:28:22 2:19:58 2:09: The pink line represents the average time spent (02:34) Source: MMS Advantedge, 3-99yrs, total TVviewing, fullyear, 2018 jan-sept. S W E D E N

94 Hours of TV viewed on a TV set per day 40% Internet access 89% Internet access 02:27 02:26 02:19 02:21 02:25 02:20 02:34 02:16 02:09 02:08 02:04 02:04 02: The pink line represents the average time spent (02:14) Source : Mediapulse Fernsehpanel, (GfK) TV Nutzung D-CH; 3+, 24h, SD (TV Nutzung in Min. pro Tag). Source 2013 onwards: Mediapulse Fernsehpanel (Kantar), TV Nutzung D-CH, Overnight+7. Source digital: Net-Metrix Base , Bundesamt für Statistik, widest circle of users S W I T Z E R L AN D

95 Hours of TV viewed on a TV set per day 62% Internet access 3:36 3:38 3:44 3:45 Commercial hours 4:02 Non-commercial hours 4:02 4:01 3:52 3:41 3:36 3:32 91% Internet access* The pink line represents the average time spent (03:45) Source: BARB, , individuals. TV set viewing within 7 days of broadcast. *Ipsos Tech tracker Q UK

96 Hours of TV viewed on a TV set per day 19.9% Internet access 4:22 4:09 4: % Internet access 4:01 04:03 3:14 3:27 3:31 3:28 3:30 3:35 3: The pink line represents the average time spent (3:45) Source: GfK Ukraine Markdata Jan 07 to Dec 13. Nielsen Ukraine - Markdata Jan`14 to June`18 Internet Data: TNS Ukraine, Galileo, MMI Ukraine 2007/4 Dec`07, MMI Ukraine 2018/2 June `18 U K R AI N E

97 Today s younger generation is tomorrow s heavy TV viewers

98 Australian Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 01:20 01:39 01:32 01:35 00:47 00:52 Metro Regional Source: OzTAM Metro, RegTAM Regional Agg+WA, Total Ppl, Average Time Viewed (Universe) HH:MM, Total TV, Jan 2018 to June 2018.Includes live viewing and playback through the TV set at the time it is watched within 28 days. Time bands use the industry standard 26-hour TV clock: AU S T R AL I A

99 Belgian Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 02:04 01:51 02:15 02:32 01:14 01:21 Belgium North Belgium South Source: CIM TV 2017, TTV, Viewing time per individual (ATV) B E L G I U M

100 Brazilian Millennials Broadcast TV viewing increases as they get older Average hours viewed per day :59 05:11 TV Source: Kantar IBOPE Media MW Telereport Jan 18 to May 18 (main broadcast television - Target: Viewers from Atlas Globo Total Connected. B R AZ I L

101 Colombian Millennials TV viewing increases as they get older Average hours viewed per day :00 02:23 TOTAL TV Source: Ibope, Universe: Total TV ( Broadcast TV + Cable) - Cable = Channels disaggregated by Ibope C OLOMBIA

102 Czech Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 03:06 02:26 01:13 TV Source: y2017, ATO - Nielsen Admosphere, TV live + TS0-3 C Z E C H R E P U B L I C

103 Finnish Millennials watch TV Average hours viewed per day TV + Other screens 02:39 01:21 TOTAL TV Source: Finnpanel, TAM, Jan.-Sept F I N L AN D

104 Italian Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 02:41 03:02 01:59 00:08 00:07 00:04 TV Broadcaster VOD (PC only) Source: Auditel Audiweb Objects (Main TV broadcaster ) - Year Broadcaster VOD: only consumption via Desktop PC. I TALY

105 Mexican Millennials TV viewing increases as they get older Average hours viewed per day :12 02:33 Total TV Source: Nielsen IBOPE Mexico. P4+, Jan - Dec 2017 Universe P 16-24: 9,328,950 - P 25-34: 7,897,620 Total TV (Free TV + Cable + VideoGame + DVD + OTT) M E X I C O

106 Dutch Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 1:33 1:43 1:01 TV Source: SKO N E T H E R L AN D S

107 Peruvian Millennials TV viewing increases as they get older Average hours viewed per day :45 06:57 TV Source: Media Work Station (Kantar Ibope Media) ATS / 7 a.m. 12 a.m. / January 1st to December 31 st of 2017 / Target: Lima + 6 Cities. Total TV (Free-to-air, Cable and others) P E R Ú

108 Polish Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 3:42 3:03 1:35 TV Source: Nielsen Audience Measurement Poland 2017, ATV P OLAN D

109 Russian Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 02:48 02:51 01:45 TV Source: MediaScope, 4+, Jan-Jun 2018 R U S S I A

110 Slovenian Millennials TV viewing increases as they get older Average hours viewed per day :45 02:58 01:37 TV Source AGB Nielsen, Average time viewed. Q S L O V E N I A

111 Spanish Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 02:34 02:39 01:48 TV Source: Kantar Media. Spain. Linear TV. All day. January-August 2018 S PAI N

112 Swedish TV viewing increases as they get older and have kids Average hours viewed per day with children 0-6yrs 20+ with children 7-19yrs 01:42 01:11 01:13 00:35 Source: MMS Advantedge 2018 jan-sept S W E D E N

113 Swiss Millennials TV viewing increases as they get older Average hours viewed per day :47 01:59 Total TV Source: Mediapulse TV-Panel (Instar Analytics), Nat-CH, , incl. guests, Overnight+7, average viewing time S W I T Z E R L AN D

114 British Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 02:40 02:13 01:36 00:16 00:15 00:15 00:31 00:26 00:22 00:36 00:21 00:15 TV on a TV set Broadcaster VOD svod (e.g. Netflix) Other Online Video including YouTube / Facebook Source: Touchpoints 2017, IPA. Base: 16-24, 25-34, with children UK

115 Ukrainian Millennials TV viewing increases as they get older Average hours viewed per day :51:50 03:23:18 02:11:43 TV Source: PPM Nielsen Ukraine January to June 2018 Total TV Audience : Universe (All people), Average viewing time. U K R AI N E

116 American Millennials TV viewing increases as they get older and have kids Average hours viewed per day with children 01:40 01:45 01:00 Source: Nielsen R&F Time Period Report, Live +7, Q through 6/26/18, TV reflects all ad-supported broadcast & cable TV (includes Hispanic). US

117 Popularity TV has by far the biggest share of attention

118 TV remains very important for us. It s still a very, very important way for us to drive mass reach, and the right reach as well. Andrew Clarke, CMO of Mars February 2017 Source:

119 TV is (a)live and well across the globe Share of live TV viewing vs. TSV/VOD (excl. online) Live TV TSV, VOD (other use of TV screen) 91.9% 8.1% Across 19 markets (Australia, Austria, Belgium, Canada, Czech Republic, Finland, France, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, South Korea, Sweden, Switzerland, UK, US) Base: 19 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. G L O B AL

120 TV is (a)live and well in Europe Share of live TV viewing vs. TSV/VOD (excl. online) Live TV TSV, VOD (other use of TV screen) 93.3% 6.7% Across 15 markets (Austria, Belgium, Czech Republic, Finland, France, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Sweden, Switzerland, UK) Base: 15 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. E U R O P E

121 TV accounts for the majority of video consumption in Europe 85% of video consumption is on TV All individuals 14,1% 1,3% On average across 10 markets (Austria, France, Germany, Ireland, Italy, Netherlands, Poland, Sweden, Switzerland, UK) Total TV (Live TV & other types of TV viewing (TSV, Broadcasters' VOD, Catch-up) Internet (incl. YouTube and Facebook) Other 84,7% Base: 10 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. E U R OPE

122 TV accounts for the majority of video consumption in Europe TV is 2/3 video consumption among young people 30,6% Young people 2,2% Total TV (Live TV & other types of TV viewing (TSV, Broadcasters' VOD, Catch-up) 67,1% On average across 8 markets (Austria, France, Germany, Ireland, Italy, Netherlands, Switzerland, UK) Internet (incl. YouTube and Facebook) Other Base: 8 countries, young targets such as: 15-24, 16-24, 14-29, 15-29, 14-34, 16-34; Source: The Global TV Deck 2018 see the following slides. E U R OPE

123 TV is 86% of video time in Austria ,6% 2,2% Average video time per day Adults 14+: 225 minutes Live TV 4,9% 4,1% 14-29: 212 minutes Playback TV 4,6% 30,1% Broadcaster VOD 48,0% Oher online video DVD 13,7% 4,1% 76,7% Source: Bewegtbildstudie (AGTT/RTR) Jan/Feb 2018 AU S T R I A

124 TV is 88% of video time in Finland % Average video time per day All individuals: 172 minutes Live TV 7% 2% Time-shifted viewing 1-7 days 27% DVD / Blu-ray / VHS Other TV screen use 2% 5% 65% 81% Source: Finnpanel 2016 TAM F I N L AN D

125 TV is 91% of video time in France 15+ 2% 7% Live TV 8% Other TV viewing (tsv + catch-up + Live TV on other screens) 24% VOD/SVOD Other videos on the internet or IPTV 8% 53% 15% 83% Source : Médiamétrie Estimations based on Médiamat panel data in 2017, Global TV april-june Internet Computer and Video Computer Médiamétrie/NetRatings. Internet mobile, Internet tablet in F R AN C E

126 TV is 88% of video time in Germany 14+ 6% 4% 2% TV classic 3% 3% TV via alternative access Free online video 16% Pay VoD DVD/Blu-ray 19% 53% Cinema 8% 85% Source: ViewTime Report Q3/2017 Q2/2018, SevenOne Media/forsa. Alternative TV usage: Usage of linear TV program via internet stream, TV card or DVB-T on laptop, PC, smartphone or tablet; Base: A 14+, n=7,515 G E R M AN Y

127 TV is 84% of video time in Ireland Adults 15+ 7,5% 1,3% 0,7% 0,7% Average video time per day Adults 15+: 221 minutes 15-34: 212 minutes Live TV Recorded TV NET "On Demand" / From Players Stand alone video service / Paid for service Short form video 12,2% 3,3% 2,5% 6,4% 5,0% 13,1% 2,6% 1,5% 1,8% ,3% DVD 16,1% Pay Per view Sports 71,6% Other Internet Source: Ipsos MRBI /TAM Viewing habits Base: All Respondents 15+ (Time Weighted) 21st Jan-14th Feb 2016 I R E L AN D

128 TV is 94% of video time in Italy All individuals 2,7% 1,3%1,6% Average video time per day All individuals: 292 minutes 15-34: 180 minutes TV YouTube Facebook 4,0% 5,4% 1,8% Other 88,8% 94,4% Source: AUDITEL / COMSCORE March 2016 I TALY

129 TV is 88% of video time in the Netherlands Average video time per day All individuals 13+: 225 minutes 16-24: 138 minutes Live TV Playback/catch-up TV Other TV content All individuals 14,2% 2,0% 0,3% 9,7% 6,2% 9,8% 0,3% 0,6% 0,5% 2,4% 0,3% 1,2% 1,5% Broadcaster VOD 42,7% YouTube 8,5% Facebook Other online video Online 'adult' XXX video 7,5% 0,9% 18,8% 6,5% 66,0% Cinema Subscription VOD Source: SKO, GfK GXL for online and Bioscoopmonitor for cinema. 2017/ HY2018 N E T H E R L AN D S

130 TV is 75% of video time in Poland Average video time per day All = 229 mins All ,0% 9,0% Live TV 13% 62% TSV+BVOD SVOD YouTube Source: TV Nation Poland 2018, CAPI, n=612, TG: 16-64, february 2018 P OLAN D

131 TV is 91% of video time in Russia All 15+ 7% 3% Live TV (on TV set) 5% Live TV via OTT-services 2% TV-content VOD VOD (long form) other video, UGC 84% Source: Television through viewers eyes 2017, FTF survey, urban population 15+, Analytical Centre NSC and GfK Russia. R U S S I A

132 TV is 67% of video time in Sweden All individuals 11% 1% Average video time per day All individuals: 218 minutes Live TV 6% 10% 2,0% 30-39: 212 minutes Broadcaster AVOD 7% % Subscription VOD 16% Social media video 29% 60% YouTube Other online video 7% 10% Source: MMS, Trend&Tema 2018:1. All individuals = 9 to 99 years old. Avod=SvT Play, TV4 play, Viafree, Dplay. Svod=Netflix, Viaplay, C more, HBO Nordic. Other online video= Barnkanalen, Dreamfilm, AB TV, Telia Play+, Piratebay. Social media video= Facebook, Twitter, Instagram, Snapchat etc S W E D E N

133 TV is 97% of video time in Switzerland All individuals 5,3% 1,5% 2,3% 0,8% Average video time per day All individuals: 132 minutes 15-29: 97 minutes Live TV Playback TV Broadcaster VOD 8,2% 6,2% 4,1% 1,7% Other online video Cinema 79,4% 90,2% Source: Mediapulse Time Use Study 2015, all language regions S W I T Z E R L AN D

134 TV is 71% of video time in the UK All individuals 9,1% Average video time per day All individuals: 279 minutes 16-34: 259 minutes Live TV Playback TV Broadcaster VOD 1,8% 0,4% 6,3% 1,2% 22,1% ,1% DVD 6,4% 1,1% Subscription VOD Cinema Online 'adult' XXX video 3,7% 3,9% 8,1% 2,0% 0,6% 56,4% Other online video Facebook 10,8% 12,6% 4,3% 6,4% 9,6% YouTube Source: 2017, BARB / comscore / Broadcaster stream data / IPA Touchpoints 2017 / Rentrak UK

135 On top of being the world s favourite form of video, the majority of TV viewing is live

136 In Australia, 89% of TV is watched live All individuals 2,0% 9,5% Live Playback within 7 days 88,5% Playback within 8-28 days Source: OzTAM Metro and Regional Data. Total TV Jan 2017 to Dec % of Playback viewing Includes live viewing and playback through the TV set at the time it is watched within 28 days. Time bands use the industry standard 26-hour TV clock: AU S T R AL I A

137 In Austria, 99% of TV is watched live Individuals 14+ 0,3% 0,7% Live Viewed on the same day as live (VOSDAL) 99,0% Timeshifted viewing withing 7 days Source: AGTT/GfK: TELETEST, 2017, people 14+ AU S T R I A

138 In Belgium North, 83% of TV is watched live Individuals 4+ 8% 8% Live Viewed on same day as live (VOSDAL) 83% Time-shifted viewing within 7 days Source: CIM TV North, 2017 B E L GIUM NORTH

139 In Belgium South, 87% of TV is watched live Individuals 4+ 6% 7% Live Viewed on same day as live (VOSDAL) 87% Time-shifted viewing within 7 days Source: CIM TV South, 2017 B E L GIUM SOUTH

140 In Canada, 90% of TV is watched live 4% 6% 5% 7% Individuals % 88% Live Same Day Play Back Playback 1-7 days Live Same Day Play Back Playback 1-7 days Source: Numeris PPM, Total Canada, Total TV, All Locations, Mo-Su 2am-2am, CY 2017 C AN AD A

141 In Czech Republic, 97% of TV is watched live All individuals 0,3% 2,9% Live Playback within 0-3 days 96,8% Playback within 4-7 days Source: y2017, ATO - Nielsen Admosphere, TV live + TS0-7; Target group 4+ C Z E C H R E P U B L I C

142 In Finland, 77% of TV is watched live Individuals 4+ 16,0% 1,0% 6,0% Live TV TSV Other: TSV over 7 days from live, VHS, SVOD, other use of TV screen 77,0% PC + mobile* Source: Jan.-Sept. 2018, Finnpanel, TAM, Finnpanel TV-panel F I N L AN D

143 In Germany, 97% of TV is watched live All individuals 3% Live 97% Playback within 3 days Source: AGF in collaboration with GfK; Videoscope 1.1, Total TV, ø Jan-May 2018; data weighted. Base: Adults 14+ years. G E R M AN Y

144 In Ireland, 90% of TV is watched live All individuals 10% Live TV 90% Non-Live Source: TAM Ireland Ltd / Nielsen TAM / Av mins, Total TV, Consolidated, National 2016 I R E L AN D

145 In Italy, 99% of TV is watched live Individuals 4+ 0,8% 0,8% Live Viewed on the same day as live (VOSDAL) Timeshifted viewing within 7 days 98,5% Source: AUDITEL, Year 2017 I TALY

146 In France, 93% of TV is watched live 7,1% 18,5% ,9% 81,5% Live TV Non-live Live TV Non-live Source: Mediamat. Global TV V F R AN C E

147 In the Netherlands, 74% of TV is watched live 4% 17% 28% 5% Individuals % 63% 74% 5% Live Same Day Play Back Live Same Day Play Back Playback 1-6 days Other usage of TV screen Playback 1-7 days Other usage of TV screen Source: SKO. Period: t/m N E T H E R L AN D S

148 In Poland, 99% of TV is watched live All ,6% 0,8% Live Viewed on the same day as live (VOSDAL) Viewed on the other day 98,7% Source: Nielsen Audience Measurement Poland 2017, Target group: Total Individuals, TSVRATSHR P OLAN D

149 In Russia, 95% of TV is watched live All individuals 15+ 5% Live catch up, VOD 95% Source: Television through viewers eyes 2017, FTF survey, urban population 15+, Analytical Centre NSC and GfK Russia. R U S S I A

150 In Slovenia, 89% of TV is watched live Individuals 4+ 4% 7% Live Viewed on the same day as live (VOSDAL) Timeshifted viewing within 7 days 89% Source:AGB Nielsen, Average time viewed. Total individuals 4+. Q S L O V E N I A

151 In Korea, 98% of TV is watched live Individuals 4+ 1% 1% Live Viewed on the same day as live (VOSDAL) Timeshifted viewing within 7 days 98% Source: KCC, 2017 Research on Broadcasting Media Usage Behavior S OUTH KOREA

152 In Sweden, 94% of TV is watched live All individuals 6,0% Live 94,0% Playback within 7 days Source: MMS Advantedge, 3-99yrs, jan-sept 2018, 20:00-23:00 S W E D E N

153 In Switzerland, 83% of TV is watched live Individuals 3+ 7% 10% Live Viewed on the same day as live (VOSDAL) Timeshifted viewing within 7 days 83% Source: Mediapulse TV-Panel (Instar Analytics), German Switzerland, TG Individuals 3+ incl. guests, , Mo-Su 24h, all platforms, Overnight +7, CH-Signal, viewing time. S W I T Z E R L AN D

154 In the UK, 86% of TV is watched live 8% 10% 7% 9% Individuals Individuals with TV recorders 86% 81% Live Viewed on the same day as live (VOSDAL) Timeshifted viewing within 7 days Live Viewed on the same day as live (VOSDAL) Timeshifted viewing within 7 days Source: BARB, 2017, individuals; individuals in TV recorder homes. TV set viewing within 7 days of broadcast UK

155 In the US, 89% of TV is watched live 11% 12% P2+ P18-34 Live TV Time-shifted TV 89% Live TV Time-shifted TV 88% Source: Nielsen R&F Time Period Report, Live vs Live +7, Q through 6/26/18, TV reflects all ad-supported broadcast & cable TV; Total Day. US

156 Impact TV is the most trusted and impactful form of advertising

157 A lot of our campaign recall comes from TV and not from Digital. When ads on Facebook just flow by, with TV ads we re really able to tell our story. Per Carleo, Marketing Director Sweden of Volvo June 2017 Source: egta CEO Summit, Stockholm, June 2017

158 People trust news on TV the most across the globe TV is No1 medium of choice surpassing other media on average by 44% 66% 1,44 46% TV First choice Other media Second choice* Ratio TV On average across 15 markets (Chile, Czech Republic, Ecuador, France, Germany, Ireland, Mexico, Netherlands, Peru, South Korea, Spain, Sweden, Switzerland, Ukraine, US) * Other media the list varies depending on the country (radio, press, magazines, online, cinema, etc.) Base: 15 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. G L O B AL

159 People trust news on TV the most in Europe TV is No1 medium of choice surpassing other media on average by 41% 57% 1,41 40% TV First choice Other media Second choice* Ratio TV On average across 9 markets (Czech Republic, France, Germany, Ireland, Netherlands, Spain, Sweden, Switzerland, Ukraine) * Other media the list varies depending on the country (radio, press, magazines, online, cinema, etc.) Base: 9 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. E U R O P E

160 TV is the safest choice for advertising across the globe TV systematically outperforms other media across 4 criteria (most trusted for advertising, gets more attention, best for brand recall, drives sales) TV is No1 advertising medium surpassing other media on average by 79% 54% 1,79 TV First choice 30% Other media Second choice* Ratio TV On average across 16 markets (Australia, Austria, Canada, France, Italy, Mexico, Netherlands, Peru, Poland, Russia, South Korea, Spain, Switzerland, Ukraine, UK, US) * Other media the list varies depending on the country (radio, press, magazines, online, cinema, etc.) Base: 16 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. G L O B AL

161 TV is the safest choice for advertising in Europe TV systematically outperforms other media across 4 criteria (most trusted for advertising, gets more attention, best for brand recall, drives sales) TV is No1 advertising medium surpassing other media on average by 135% 52% 2,35 TV First choice 22% Other media Second choice* Ratio TV On average across 10 markets (Austria, France, Italy, Netherlands, Poland, Russia, Spain, Switzerland, Ukraine, UK) * Other media the list varies depending on the country (radio, press, magazines, online, cinema, etc.) Base: 10 countries, all respondents; Source: The Global TV Deck 2018 see the following slides. E U R O P E

162 TV is the preferred media across various characteristics Entertains me the most Most credible source of news Most appealing advertising Most innovative TV 26% 2% 2% 2% 1% 4% 51% 16% 5% 1% 6% 1% 48% 4% 2% 2% 7% 18% 44% 3% 7% 3% 2% 7% 41% Internet Radio 24% 23% 37% Online movies/videos Cinema Newspaper/Magazine None Source: Estudio Chile 3D GFK Adimark cases Interviewed. Total TV (Free TV + Cable) C H I L E

163 TV is the preferred media across various gratification criteria Relaxation and Entertainment Information high TV (Net Reach 94%)* Facebook (Net Reach 42%)* YouTube (Net Reach 23%)* Net Reach (3 days) in % Follow-up Communication Daily routine YOY 2017/18 CONSTANT low low gratifications profile high Source: IP Deutschland 2018; Gratification with video III; Base: TV: n = 2,485 I Facebook: n = 1,765 I YouTube: n = 2,360 I Question: How much do you agree with the following statements?; * Source: IP Fourscreen Touchpoints 2017 I Base: Adults years (Net Reach (3 days), in %) G E R M AN Y

164 Consumers prefer watching content on TV above all else 18+ % of preferred device to watch TV content 35% 88% 40% TV Laptop Smartphone Tablet 55% Smartwatch Source : YouGov/SNPTV «Media behavior» Nov, Base : individuals representative of the national French population, aged 18 and more. Q. «What are the devices you used, even just once, to watch TV? multiple answers possible» F R AN C E

165 Consumers prefer watching content on TV above all else Q: Which media do you prefer the most? 35% 47% TV Mobile PC No difference 10% 8% Source : KOBACO, 2016 Media & Consumer Research, Base : n=5000, unit=% S OUTH KOREA

166 Consumers prefer watching content on TV above all else 15+ Index of preferred device for using TV content or video TV Laptop Tablet 82 Mobile Source: IGEM-digiMONITOR 2017, Base: People, who are using different devices to watch TV, n=597 S W I T Z E R L AN D

167 Consumers prefer TV content above all else What influences the use of video? Respondents had to choose between different packages varying content, device, presence of advertising, duration of the ad break etc. When TV content was available in package, the package was chosen more often. TV-content available 38% Device / equipement 23% Replay-function 11% Small amount of ad breaks 9% Short ad breaks Netflix available 6% 7% YouTube available No data release for targeted advertising Facebook Video available 1% 2% 3% Source: Screenforce Switzerland: Studie Bewegtbild Packages 2018, conjoint analysis / video packages, persons 15-74, n = See methodology details in the note section below. S W I T Z E R L AN D

168 Consumers prefer watching content on TV above all else % Who Highly Enjoy Viewing Content on Device TV Tablet Laptop Mobile 89% 63% 54% 53% TV Tablet Laptop Mobile Source: CRE and Hub Research custom study New study finds that TV outperforms Digital platforms in viewer ad attention & recall 6/26/16 US

169 TV is by far the most useful form of advertising Outdoor Radio Newspapers & magazines Internet 24% 21% 20% 16% TV 38% Source: GFK TSSP (September 2016 July 2017). Sample: Adults +14 y.o. Do you think that these kinds of advertisements are useful for you? Do they give you useful information? I TALY

170 TV is our main source for news % of adults who search for news on each platform daily or several times a week TV 56% Online 40% Radio 29% Print Newspapers 18% Source: LSS 2017, ATO Nielsen Admosphere C Z E C H R E P U B L I C

171 TV is our main source of news % of adults (18+) who often consume news on each platform TV 70% Printed Newspaper 56% Online 47% Radio 30% Radio Online Printed Newspaper TV Source: IBOPE-TGI Ecuador 2016 Wave I + II (Y17w12) -Xmedia v E C U AD O R

172 TV is the main source for news % of adults who (very) often get news on each platform TV 48% Online 26% Radio 17% Print Newspapers 8% Source: Kantar Sofres/Kantar Public for «La Croix» French people s trust in media - January Base : individuals representative of the national French population, aged 18 and more from January 4 to 8 of Q. «In general, how do you get access to international or national news?» F R AN C E

173 TV is the main source for news % of adults who (very) often get news on each platform TV 67% Radio 58% Online or Mobile via Smartphone 50% Print Newspapers 43% Source: Mediengruppe RTL & Forsa, CATI, Adults 14+, Survey conducted July G E R M AN Y

174 TV is our main source for news % of adults who used each platform last week as a source of news TV 68% Online (Excl. Social Media and Blogs) 66% Social Media 53% Radio 46% Print Newspapers 40% Source: 2017 Reuters Institute Digital News Report (Ireland) by FuJo.eu (The institute for Future Media and Journalism), I R E L AN D

175 TV is our main source for news % of adults who consider the following medium as credible Free TV 43,1% Newsapaper Radio Pay TV Internet Magazine 29,9% 26,3% 24,0% 21,7% 15,8% Cinema Others 0,5% 8,4% Source: IPSOS; General Media Study (Jan Dec 2017 ) M E X I C O

176 TV is the most trusted source for news % of adults who often get news on each platform daily TV 39% Print newspaper 27% News site/apps 11% Radio 7% Online newspaper 6% Source: SCP TBO/Media:Tijd Netherlands 2015, % of adults 13+ that uses medium on a average day N E T H E R L AN D S

177 TV is our main source for news % of adults who often get news on each platform TV 57% Online 19% Radio 7% Print Newspapers 6% Magazine 3% Source: IPSOS Media Images. Fieldwork: Nov to Dec Which of the following media, do you consider to be informative? Base: 800 interviewed people P E R U

178 TV is our main source for news % of adults answering about their preferred media to enquire about a relevant topic TV 38,4% Online 26,9% Radio 16,8% Print Newspapers 18,0% Source: Toluna entrevistas. May 2018 S PAI N

179 TV is our main source for news % of adults who get news on each platform on a daily basis TV 62% Radio 53% Social media 44% Morning papers 43% News site 37% Source: Kantar Sifo; Orvesto Konsument 2018:1, 16-80yrs S W E D E N

180 TV is our main source for news % of adults who often get news on each platform TV 69% Online 48% Print Newspapers 21% Print Magazine 7% Source: Galileo, MMI'2018/1 - Ukraine, Survey conducted March`18 Targen Audience: (32,8 mln people) U K R AI N E

181 TV is our main source for news % of adults who often get news on each platform TV 50% Online 43% Radio 25% Print Newspapers 18% Source: Pew Research Center, Survey conducted Aug 8-21, 2017, Adults 18+. The Modern News Consumer US

182 Television is more informative than newspapers The preferred media to 77% 70% 56% 32% 26% 20% 24% 19% 9% 7% 8% 4% 2% 2% Be entertained Be informed Be distracted Enjoy a specific program/section To pass time Creates company Keep up with gossips Press TV Source: IBOPE-TGI Ecuador 2016 Wave I + II (Y17w12) -Xmedia v Adults 18+ E C U AD O R

183 TV is more informative than newspapers Attitudes Towards Media (Adults 18+) 79% Newspapers TV 50% 54% 48% 46% 47% 61% 66% 60% 52% 46% 52% 10% 9% 10% 8% 21% 15% A good source of learning Pure entertainment Makes me think Keeps me informed/up to date A good escape Relaxes me Puts me in a good mood Gives me good ideas Keeps me up-todate with the latest styles and trends Source: MRI Doublebase 2017 US

184 TV ads evoke emotions more than ads in other media Social media YouTube Newspapers Websites 9% 9% 6% 6% TV 58% Radio Magazines Search Outdoor 5% 3% 2% 1% Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+. Question: In which, if any, of the following places are you most likely to find advertising that makes you feel emotional? UK

185 Australians trust TV advertising the most % of adults who often get news on each platform TV 40% Newspapers Radio Social Media Websites Online Search You Tube Outdoor Magazines 15% 10% 9% 7% 7% 4% 4% 2% Source: ThnkTV Ad Nation Study. April In which, if any, of the following places are you most likely to find advertising that you trust? AU S T R AL I A

186 TV is by far the most trusted form of advertising -11% Television 36% -3% Newspapers 19% -3% Radio 9% -8% Out-of-home 5% -49% Internet 10% LEAST Trustworthy MOST Trustworthy Source: nlogic, OmniVu, Total Canada, Adults 18+, June Q: Which one of the following media carries advertising that you believe to be the most trustworthy? The least trustworthy? - Read as: 45% of Canadians say that the news source they trust most is television. 49% of Canadians say that the news source they trust least is the internet. C AN AD A

187 French viewers trust TV advertising the most Q: Among these medium, which is the one you trust the most in terms of advertising? TV 28% Online Sponsored content OOH Cinema 2% 3% 4% 4% Radio Magazines/Newspap er Press articles 6% 7% 8% None of the above 27% Source: YouGov/SNPTV «Media behaviors». Nov 2017 Base : individuals representative of the national French population, aged 18 and more. F R AN C E

188 TV is by far the most trusted form of advertising TV (Free + Pay) Radio Internet Promotional brochures Newspaper Magazine Supermarket commercials Cinema Others None 12,3% 8,5% 6,2% 5,5% 5,2% 0,1% 21,7% 29,3% 28,7% 52,4% Source: IPSOS; General Media Study (Jan Dec 2017) M E X I C O

189 TV is by far the most trusted form of advertising % of adults who consider the following medium as credible TV 50% Print Newspapers 39% Online 36% Radio 14% Source IPG Mediabrands Netherlands 2017, % of adults that consider source as most trustworthy for news backgrounds N E T H E R L AN D S

190 TV is by far the most trusted form of advertising % of adults who consider the following medium as credible TV 53% Online 18% Radio 14% Print Newspapers 7% Magazine 1% Source: IPSOS Media Images. Fieldwork: Nov to Dec Which of the following media do you consider to be credible? Base: 800 interviewed people P E R U

191 TV is by far the most trusted form of advertising Newspapers Websites Radio Magazines 13% 9% 8% 8% TV 42% YouTube Social media Search Outdoor 6% 5% 4% 3% Source: TV/Ad Nation, 2016, Ipsos Connect/Thinkbox, adults 15+. Question: In which, if any, of the following places are you most likely to find advertising that you trust? UK

192 TV ads makes us act Most importantly, the attention that TV ads garner leads to more consumer action than any other medium: 46% more than Search Engines 68% more than Social Networks 90% more than Online Videos 57% 54% 54% 56% 47% 55% 44% 54% 38% 50% 36% 46% 39% 45% 39% 36% 30% 33% 34% 32% 28% 29% 23% 27% Trust 26% Action 27% Ads on TV Ads in Newsp Ads on Radio Ads in Mag Billboards on OOH Ads before Movies TV Prog Prod Placem Ads in Search Engine Online Video Ads Ads on Soc Netw Online Banner Text Ads on Ads Mobile Phones Ads on Mobile Devices Source: Nielsen, ACA Leading Canadian Marketers Survey Nov. 2015/Jan. 2016, A18+ Q1: To what extent do you trust the following forms of advertising? Trust completely + Trust somewhat. Q2:To what extent do you take action on the following forms of advertising? Always take action + Sometimes take action C AN AD A

193 TV ads have the most influence on purchase 60% 61% 58% % trusting % reporting purchase influence 45% 43% 41% 42% 38% 42% 45% 31% 30% TV Print Online Social Media Out-of-home Radio/Podcast Source: Marketing Charts Study, Dec 17/Data Source: Clutch US

194 TV drives sales TV has a higher impact rate than all other media combined 58% 22% 13% 6% TV Offline (OOH, Print, Radio) Online video Online (excluding video) Source: 2016 Research done by Starcom/Publicis Media, based on 120 econometric/effectiveness models (46 brands, 6 categories). P OLAN D

195 TV is the most useful media throughout all the decision-making process TV Newspapaer Internet(Desktop) Internet(Mobile) STEP 1 Attention STEP 2 Favorable Impression STEP 3 Develop & Analyze alternatives STEP 4 Purchasing Source : KOBACO, 2016 Media & Consumer Research, Base : n=5000 duplicate response, unit=% S OUTH KOREA

196 TV is the most powerful media in terms of reach and advertising acceptance High Mobile Cable TV Terrestrial TV R e a c h PC Newspaper Radio Low Advertising Acceptance High Source : KOBACO, 2016 Media & Consumer Research, Base : n=5000 duplicate response, unit=% S OUTH KOREA

197 TV advertising gets the most attention Newspaper & magazines 3% Radio 6% Websites 9% TV 54% Outdoor 15% Leaflet/Flyer 7% Source: AGTT-Werbewirkung, Integral 2017, people 14+, CATI AU S T R I A

198 TV advertising gets the most attention How does TV compare to video ads on other platforms? Canadians are most likely to watch video advertising when it s on a TV set. 3x more likely to watch than on a desktop or laptop (31% more likely for Millennials) 3x more likely to watch than on a mobile device (23% more likely for Millennials) 59% 38% 29% 31% TV Set Desktop/ Laptop 18% 19% Phone/ Tablet Source: nlogic thinktv OmniVu Survey, March 2018 Q. Which one of the following types of VIDEO advertising are you MOST likely to watch? Commercials viewed on a... C AN AD A

199 TV advertising gets the most attention For Millennials, TV advertising is the most likely to stick in memory and make brands recognizable 40% 31% 28% 14% 17% 21% 21% 12% 13% Sticks in your memory Makes brands/ products more recognizable TV Social Media YouTube Draws your attention to a product/ brand you hadn't heard of Source: Ad Nation 2017 thinktv/ipsos October 2017: Millenials In which of the following media are you most likely to find advertising that? C AN AD A

200 Eurisko GFK TSSP 2017/A TV advertising gets the most attention How much attention do you usually pay to (Much + Enough attention) C o n c e n t r a t i o n i n d e x TELEVISION (SPOTS / TELEPROMOTIONS) RADIO (SPOTS) PRESS (NEWSPAPERS / MAGAZINES) INTERNET (DISPLAY / VIDEO ADS) Source: GFK TSSP (September 2016 July 2017). Sample: Adults +14 y.o. I TALY

201 TV advertising gets the most attention 60% 35% 33% 26% 26% 25% 25% 25% TV OOH along the roads Internet ads Ads in spaces in public transport Radio ads Ads in shop windows Ads in Newspapers Ads in public transport stops' showcases Source: M'Index 2018/1 quarter Russia, urban population 100+, age 16+ R U S S I A

202 TV advertising gets the most attention Q: On which media, do you pay more attention when watching video? 30% 49% TV Mobile 9% PC 12% No difference Source : KOBACO, 2016 Media & Consumer Research, Base : n=5000, unit=% S OUTH KOREA

203 TV advertising gets the most attention Newspapers Radio Websites Magazines 26% 17% 13% 12% TV 33% Outdoor Social media Mobile apps 11% 7% 5% Source: MA Strategy Consumer Switzerland. Individuals 14+. Question: How often do you pay attention to advertising on the following media? Answer: Media XY, every day / many times per week S W I T Z E R L AN D

204 TV advertising gets the most attention TV Ads OOH Ads Internet Ads Instore Ads Transport Ads Print Newspaper Ads POS Ads Metro Ads Radio Ads Magazine Ads Ads in Cinema Source: TNS, MMI survey H1 2017, age k+, Sample: % of audience which paid attention to the mentioned type of ads. U K R AI N E

205 TV advertising gets the most attention % of viewers who reported full or nearly-full attention 29% Tablet 17% Laptop 20% Smartphone 23% TV Source: CRE and Hub Research custom study. New study finds that TV outperforms Digital platforms in viewer ad attention & recall 6/26/16 US

206 TV ads are more impactful % Lift driven by TV only & Digital only 15% 7% 62% 30% 38% 37% Brand Familiarity Brand Opinion Brand Recommendation Brand Association TV only Digital only Source: IAB / Research Now Cross Media Effectiveness Study, January 2017; Digital only Desktop + Mobile Web US

207 TV is so impactful that it accounts for the majority of all video advertising time

208 In Austria, TV accounts for 88% of all video advertising time Adults ,9% Average video advertising time per day Adults 14+: 220 minutes 14-34: 190 minutes 30,2% ,8% TV content Video 88,1% Source: Bewegtbildstudie (AGTT/RTR) Jan/Feb 2018 AU S T R I A

209 In Italy, TV accounts for 98% of all video advertising time Average video advertising time per day Adults 15+: 25 minutes 15-34: 15 minutes Adults 15+ 1,2% 0,5% 2,1% 3,1% Live TV 94,8% Others YouTube 98,2% Source: AUDITEL / COMSCORE March 2016 I TALY

210 In the UK, TV accounts for 95% of all video advertising time Adults 6,6% 0,4%3,9% 0,9% 2,5% Average video advertising time per day All individuals: 21 minutes 16-34: 14 minutes 4,8% 9,0% 0,7% 6,3% 2,9% Live TV Playback TV Broadcaster TV Cinema 76,3% Other online YouTube 85,8% Source: 2017, BARB / comscore / Broadcaster stream data / OFCOM Digital Day / IPA Touchpoints 2017 / Rentrak UK

211 Effectiveness Advertisers invest in TV advertising because it pays back

212 According to the ad industry, TV has been dead for 10 years. But we haven t found that to be true. TV remains the top mass-media channel for us and it has a great impact across sectors. Today, we attribute TV across continents and optimize campaigns at a much more granular level. Aleksej Koscejev, Global Head of Offline and Performance Marketing, Delivery Hero, September 2018 TV works very well for us. It s where we are spending a significant portion of our brand marketing ad dollars. Vic Walia, Global Marketing Vice President, Expedia Group, June 2018 Source:

213 TV is the most efficient media channel When indexed across advertisers drawn from 4 of the biggest sectors FMCGs, Auto, Finance, and E Commerce. Tv is almost twice as efficient as Search which index's 57% of Tv s efficiency. 100% Overall Efficiency: Media Channel ROI Indexed to TV 57% 52% 29% 22% 22% 18% Television Search Radio Print OOH Online Video Online Display Source: Payback Australia Study. Ebiquity 2017 AU S T R AL I A

214 TV is the most effective medium Effect of adding a medium to the mix - % increase in average number of very large business effects from adding TV (e.g. market share, brand loyalty, profit, sales, etc.) 29% 20% 17% 15% 10% 7% 6% 6% 3% 2% TV Outdoor Radio Press DM Online PR Promos Sponsorship Cinema Source: Media in Focus, 2016, Binet & Field IPA UK

215 TV is becoming more effective % increase in average number of very large business effects from adding TV (e.g. market share, brand loyalty, profit, sales, etc.) 40% 27% 12% Source: Media in Focus, 2016, Binet & Field IPA UK

216 TV generates almost thrice the brand recall of YouTube 42% 32% 23% 15% 0% TV News site YouTube ad completed YouTube average YouTube ad stopped Source: IP Belgium + Mind Insights 2016, research by Mind Insights based on Eye-tracking, 84 French speaking persons between years old B E L GIUM SOUTH

217 TV ads are the best for brand building TV advertising is the most memorable, draws the most attention, and makes brands more recognizable 50% 48% 36% 8% 9% 11% 16% 5% 7% Sticks in your memory Makes brands/ products more recognizable Draws your attention to a product/ brand you hadn't heard of TV Social Media YouTube Source: Ad Nation 2017 thinktv/ipsos October 2017 Q. In which of the following media are you most likely to find advertising that? C AN AD A

218 TV ads are the best for brand recall Percent who correctly recall half or more of advertisers 62% 45% 47% 46% Television Computer Tablet Smartphone Source: Evaluating Engagement & Recall by Platform. Council for Research Excellence, June 2016, A18+. QF3B: During the show, did you see commercials for any of these brands/products? Total or 38 national ads tested across five shows. C AN AD A

219 TV ads are the best for brand recall Q: What kind of advertisements is the most memorable to you? 54% 15% 7% 4% Television Web Smartphone Source: Nielsen homescan panel survey; Adult population. March Answers from almost respondents who have been asked the following question: What kind of advertisements is the most memorable to you? I TALY

220 TV ads are the best for brand recall Which media do you think that the advertising generates more recall of the brands? 69% 10% 6% 5% 4,39% 4% 2% Television Online Print media Social Network Cinema Radio Outdoor Source: TOLUNA respondants. May 2018 S PAI N

221 TV ads are the best for brand recall % of viewers able to identify half or more advertisers after viewing content 62% 47% 45% 46% TV Tablet Computer Smartphone Source: CRE and Hub Research custom study. New study finds that TV outperforms Digital platforms in viewer ad attention & recall 6/26/16 US

222 TV is the most efficient medium to drive sales Relative lift factor on outcomes 3,5 TV 3 2,8 Digital 2,4 Radio 2 Search 1,2 1 1,4 0,8 0,8 0,4 0,4 0,1 0,2 0,1 0,5 0,3 0,4 0,1 0,1 Auto Consumer Electronics - Retail Finance QSR CPG Source: GroupM Canada, , Econometric Marketing Mix Models of clients across 5 categories: Auto, Retail, Consumer Electronics, Finance, Quick Service Restaurant (QSR) & Consumer Packaged Good (CPG); Report Target the (Whole) Market C AN AD A

223 TV is the most efficient medium to drive sales 63% of TV campaigns have an immediate impact on the product inventory of the advertised brand +22% lift factor on average on short-term sales Purchases from the product inventory of the advertised brand +5% +28% Unexposed households Exposed households Source: MarketingScan. Findings based on campaigns since 2007 from Single Source TV-Achats. Base : 877 observations. F R AN C E

224 TV is the best media for market share growth UK data shows TV as a strong media for market share growth. Average market share points gained per annum 2,6% 2,1% 1,1% No TV DR TV Brand TV Source: Binet & Field Base: cases. Brand TV refers to any TV advertising that isn t DR i.e. not entirely call to action led. UK

225 TV drives brand opinion and purchase intent Impact by Media Channel Any Exposure 6,6 5,8 5,2 2,4 1,4 0,3 0,9 Brand Opinion Brand Recommendation Purchase Intent -3,2 Any TV Exposure Any Desktop Exposure Any Mobile Exposure -4,6 Source: IAB s Cross-Media Ad Effectiveness Study; Jan 2017; Well Known Food Brand Campaign; Tactics are NOT mutually exclusive US

226 TV ads are most effective for driving sales 99% of the sales models showed that TV had a positive impact on driving traffic the websites and stores. TV Online Newspapers SEM Radio Magazines OOH Cinema 99% 89% 81% 75% 58% 56% 35% 0% Source: Dagmar & Screenforce Finland Tv Advertising Effectiveness Study (Dagmar econometric sales models ). F I N L AN D

227 TV drives traffic to the web TV ads boost brands organic traffic* The organic traffic of an advertiser s website during a TV campaign increases by 55% This increase is stronger for pure players All advertisers Pure-players Multichannel advertisers Campaigns 100% 50% 50% Average organic traffic increase in % 55% 43% 66% Source: SNPTV Guide Realytics - Classical space campaigns and sponsorship tracked between july 2016 and june *Direct + Search Engine Optimization (SEO) + Search Engine Advertising (SEA). Average organic traffic calculated from the organic traffic of the advertiser on its website and/or mobile app. F R AN C E

228 TV drives traffic to the web Gross TV & Online investment of Travel-related e-commerce businesses index with highest value = 100 Source: Google Trends / Mediafocus AdWizzard Google Search Request TV Online S W I T Z E R L AN D

229 TV drives traffic to the web TV leads to increased searches, social actions and non-paid online video views of a brand s TV ad. 22 Emerging Direct-Disruptor Brands: TV Spend vs. Digital Actions YOY % Increase 2016 vs % 206% 177% 93% Total TV Spend Search Queries Social Actions Total Online Views Total Digital Actions (+177% YOY) Source: TV spending based on VAB analysis of Nielsen Ad Intel data, TV spend (national cable TV, national broadcast TV, Spanish language broadcast TV, Spanish language cable TV, spot TV, syndication TV), CY 2016 & Digital actions based on VAB analysis of ispot.tv data and reflects TV commercial-related searches (Google, Bing, Yahoo!), social actions (posts, likes, shares and comments related to TV ads on Facebook, Twitter, YouTube, ispot.tv) and earned, not promoted, online video views of TV ads (YouTube, ispot.tv). Digital actions are correlated to TV ad airing data. US

230 Online brands see their online traffic strongly increase along with their TV adspend Monthly website unique visitors comparison (in thousands) Each of the featured emerging direct brands saw an immediate significant lift in website visits once their first TV campaign launched. Company Month prior to TV launch Monthly average: TV launch-jan 2018 % difference Blink Health % Chewy 1,732 5, % Eloquii % Flipp 2,133 6, % Harry s 764 1, % MVMT % Nerdwallet 4,269 12, % Poshmark 5,865 10, % Remitly % Saatva % Stitch Fix 1,151 2, % Sun Basket % ThredUp 2,554 2, % Top Hatter 1,891 4, % Source: VAB analysis of comscore mediametrix multiplatform media trend data; total audience (Desktop P2+. Mobile 18+), February 15 January 18 (calendar months). VAB analysis of Nielsen Ad Intel data, TV spend (national cable TV, national broadcast TV, Spanish language broadcast TV, Spanish language cable TV, spot TV, syndication TV), Feb 15 Jan 18 (calendar months). N/A = not enough traffic for comscore to measure. US

231 TV advertising positively impacts the advertiser s brand image % of campaigns which had the following impact on the advertised brand 73% 81% 75% 74% 70% 62% Strengthen trust Improve the engagement Improve the perceived quality Work on the dynamism Strengthen originality Improve recommendation Source: SNPTV Guide Media Way Kantar Worldpanel Base: 350 TV campaigns. F R AN C E

232 TV is the greatest profit generator

233 TV generates profit: $1 net invested in TV pays back $1.70 by FMCG companies Source: Payback Australia Study Ebiquity Sep FMCG brands AU S T R AL I A

234 TV provides the best ROI for advertisers TV Generalist SEM Social Networks Performance Internet Display Pre-Post Rol Source: Study on investment trends in Marketing and Media, Trendscore 1S Marketing Directors were asked the top 3 media in terms of ROI, giving 3 points to the biggest ROI provider, 2 to the second and 1 to the third. S PAI N

235 TV provides the best ROI for advertisers Marketing Directors were asked the top 3 media in terms of ROI, giving 3 points to the biggest ROI provider, 2 to the second and 1 to the third TV Social Networks Search Engine Marketing Digital Performance campaigns* Pre-roll ads Direct Marketing Source: Study on investment trends in Marketing and Media, Trendscore September *Campaigns with possible targeting, with purchase based on Cost Per Lead (a lead is an individual that has expressed interest in your (type of) product of service by completing a goal) or Cost Per Action. S PAI N

236 TOTAL PROFIT ROI EFFICIENCY Proportion of advertising-generated profit by medium 5,00 4,50 Bubble size represents % of total profit 4,00 3,50 3,00 2,50 2,00 Online Video: 4% Radio: 3% Print: 18% TV: 71% Total profit = all return (short + long-term) generated over 3 years 1,50 OOH: 3% 1,00 BREAK EVEN 0,50 Online Display: 1% 0,00 0% 10% 20% 30% 40% 50% 60% 70% % OF BUDGET Source: Thinkbox. Profit Ability: the business case for advertising, Nov Ebiquity ROI campaign database (Feb 14-May 17) & Gain Theory. Campaign obs: 1,954. Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video UK

237 INCREMENTAL PROFIT RETURN TV s unrivalled scalability TV Radio Press Online Video Online Display OOH SPEND LEVEL Source: Thinkbox.Profit Ability: the business case for advertising, Nov Ebiquity ROI campaign database. Financial Services example. Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video UK

238 Online brands love TV

239 Online advertisers trust TV Despite the myth that Pure Players and online advertisers spend the majority of their advertising budget on online platforms, figures for some of the major advertisers show that they invest massively on TV. Advertising investment in % TV Online 95,9% 4,1% 78,3% 6,9% 83,2% 0,3% 79,6% 15,3% 99,5% 0,5% 100,0% 0,0% 92,6% 0,1% 99,7% 0,3% Source: Arce media. Net investments. January-June 2018 S PAI N

240 Online advertisers invest heavily on TV Million EUR in M M M 3 70 M M M M M M M M M 12 On average across 12 markets 1. TV adspend for top 20 online advertisers. 2. TV adspend for top 20 e-commerce players. 3. Total TV adspend for online services advertisers. 4. Total TV adspend for online players. 5. Total TV adspend for online services + e-commerce advertisers.. 6. TV adspend for top 20 pure players. 7. TV adspend for top 20 pure players. 8. Total TV adspend for e-commerce players. 9. Total TV adspend for online brands. 10. Total TV adspend for online players. 11. TV adspend for top 25 pure players. 12. Total TV adspend for online businesses. Source: The Global TV Deck 2018 see the following slides. GLOBAL

241 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Online advertisers TV investment has grown significantly $148 million is the amount invested in TV advertising by the top 20 online advertisers in 2017, compared to $125 million in Source: Adex Revenue Spend, Sub Category Online Top 20 spenders, and Metro TV Spend, 2017 and 2016 AU S T R AL I A

242 Online advertisers TV investment has grown significantly 84,6M gross is the amount invested in TV advertising by the top 9 pure player advertisers in 2017, compared to 81.6M in Alza.cz Internet Mall Trivago Zonky LMC CZC.cz Heureka Shopping Invia.cz Zaplo Finance Source: ATO Nielsen Admosphere, Ad Intel Data; 2017 C Z E C H R E P U B L I C

243 Online advertisers TV investment has grown significantly 545.1M gross is the amount invested in TV advertising by the top 20 pure player advertisers in 2017, compared to 439.5M gross in Source: SNPTV Guide Kantar Media F R AN C E

244 Online advertisers TV investment has grown significantly 121,6M net is the amount invested in TV advertising by the top 20 pure player advertisers in 2017, compared to 71,7M in Source: Nielsen AdEx. Net figures I TALY

245 $18.516,45 $5.717,93 $3.578,96 $3.515,32 $3.478,47 $1.770,16 $1.402,48 $910,77 $682,91 $390,81 $300,47 $282,89 $213,10 $99,26 $4,28 $3,01 $1,69 $1,27 $0,38 Online advertisers TV investment has grown significantly Source: Nielsen IBOPE Mexico; ADSPEND Jan Dec 2017 Estimated investment Figures in Euro (Value of the Euro on 08/17/ (0.047 pesos)) M E X I C O

246 Online advertisers TV investment has grown significantly 178M gross is the amount invested in TV advertising by the top 20 pure player advertisers in 2017, compared to 73M in Source: Nielsen Audience Measurement Poland 2017, Gross Investment, Category: Internet, Sklepy internetowe, Gry i aplikacje P OLAN D

247 Online advertisers TV investment has grown significantly 2017: +40% more spendings by the top 25 pure player advertisers in TV than 2014 ( 112 M vs. 84 M) Source: Media Focus WizzAd, Exchange Rate 2017: 1 Euro = CHF S W I T Z E R L AN D

248 MILLIONS Online businesses are the biggest investors in TV % % % +1.6% -3.1% -4.9% +11.1% -0.3% -0.4% +1.0% Online Business Food Cosmetics & Entertainment Personal Care & Leisure Finance Motors Telecoms Retail Household Equipment & Diy Household Fmcg Source: Nielsen, 2016 vs Online business is a Thinkbox-created category which consists of all online-only brands and online services for bricks and mortar businesses. UK

249 Online advertisers TV investment has grown over the years The share of TV within the total media adspend of online players has been increasing constantly. Sample of the top online advertisers 56,32% 54,62% 51,16% Source: Adex Revenue Spend, Sub Category Online Top 20 spenders, and Metro Tv Spend, % of Total Spend 2017, 2016 and 2015 AU S T R AL I A

250 Online advertisers TV investment has grown significantly The total TV adspend of the top 20 e-commerce players of 2017 almost trippled from 67M in 2013 to 172M in Sample of the top 20 e-commerce advertisers Source: Focus Media Research AU S T R I A

251 Online advertisers TV investment has grown significantly The share of TV within the total media adspend of online players has been increasing constantly since Sample of the top online advertisers 3,89% 4,83% 3,22% 1,84% 2,73% 0,97% 0,33% 0,10% Source: MDB Nielsen, Gross investments B E L G I U M

252 Online advertisers TV investment has grown over the years The total TV adspend of online services advertisers doubled from $220M in 2015 to $259M in $US in Millions $259,00 $234,00 $220, Source: IBOPE Monitor Evolution - Gross investments in Reais (R$) converted to dollar of the month of display. January 2015 to December/2017. Total TV (Broadcast + Cable + TV product placement). Applied average trading discounts. B R AZ I L

253 Online advertisers TV investment has grown over the years The total TV adspend of online services advertisers doubled from $7M in 2015 to $8M in $US in Millions $8,35 $7, Source: IBOPE; Broadcast TV (National + Local). Gross investments in colombian pesos converted to dollar (US$ 2,951.32). C OLOMBIA

254 Online advertisers TV investment has grown significantly Spending in TV of online players has more than doubled over the past 5 years TV Ad Expenditures ($Canadian in Millions) Sample of the top e-commerce advertisers $50,4 $66,0 $84,9 $91,9 $105, Source: Ad Dynamics, National, TV Expenditures, Internet Related Sites & Services category + E-Harmony.com Inc. + Elite Singles, Expedia Inc., Indeed, Justfabulous, Priceline Group, Sunwing Travel Group, Wayfair, Web.com C AN AD A

255 Online services advertisers TV investment has grown significantly The total TV adspend of online services + e-commerce advertisers increased from 1.4B in 2013 to 2.7B in Sample of the top online services advertisers The Nielsen Company (Germany) GmbH G E R M AN Y

256 Online advertisers TV investment has grown significantly The total TV adspend of e-commerce players doubled from 97M in 2011 to 298M in Sample of the top 25 e-commerce advertisers Source: Nielsen N E T H E R L AN D S

257 Online Brands spend billions on TV Online brands are spending 142M more on TV annually than four years ago, which represents a 159% increase. Online Brands' global investment Sample of the top e-commerce advertisers , , Source: Nielsen Audience Measurement Poland 2017, Gross Investment, Category: Internet, Sklepy internetowe, Gry i aplikacje P OLAN D

258 Online advertisers TV investment has grown significantly The share of TV within the total media adspend of online players has been increasing constantly since ,50% Sample of the top online advertisers 3,00% 3,20% 0,40% 1,00% 1,50% 1,70% 1,80% 2,30% Q Source: NSK Analytical Centre R U S S I A

259 Online advertisers TV investment has grown significantly The share of TV within the total media adspend of online players has been increasing constantly since Top 10 online advertisers Total TV investment 000 SEK % 64% 51% 56% % of TV s share within Total Media Adspend Source: Kantar Sifo RM S W E D E N

260 Emerging direct-disruptor brands collectively spend millions on TV Emerging direct-disruptor brands have accelerated spending recently in this very competitive environment, having invested over $300MM more in TV over the last year $542,7 Sample of the emerging brands TV adspend in millions $228,1 $11, Source: VAB analysis of Nielsen Ad Intel data, calendar year TV spend includes national cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, spot TV, syndication TV. Reflects the cume TV spend of the 50 direct brands identified in this report. All 50 companies existed since 2015, except for Hubble, which was founded in US

261 Top direct-disruptor brands collectively spend billions on TV 50 Direct-Disruptor Brands Collectively Spent.Over $1.3 Billion On TV In 2017; A 98% Increase YOY TV adspend $ Sample of the 50 direct-disruptor brands $ $ Source: VAB analysis of Nielsen Ad Intel data, calendar year TV spend includes national cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, spot TV, syndication TV. Reflects the cume TV spend of the 50 direct brands identified in this report. All 50 companies existed since 2015, except for Hubble, which was founded in US

262 The FAANG brands have nearly tripled their TV ad spend in 6 years Within six years, the five major established digital brands have collectively increased their annual TV spend by more than US$1 billion Facebook $ Amazon Apple Netflix $ $ Google $ $ $512 $ $ $ $ (Thousand $) Source: Nielsen Ad Intel. TV spend includes national cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, spot TV, syndication TV. Reflects all monitored TV spend by parent company; Google includes YouTube. US

263 Complementarity TV makes all other media more effective

264 "I think there is a pressure on CMOs to invest in digital because ultimately it is very trackable so it inspires CFO s confidence.( ) but ultimately we are trying to grow and get more customers to consider flying with us and TV is key to that. Clare Cronin, CMO, Virgin Atlantic September 2018 Source:

265 TV boosts other media 93% od sales models showed that TV had a positive impact on website traffic (TV was only surpassed by online and SEM). TV Online SEM Social Newspapers Radio Magazines Outdoor Cinema 93% 100% 98% 88% 75% 73% 69% 50% 0% Source: Source: Dagmar & Screenforce Finland Tv Advertising Effectiveness Study (Dagmar econometric sales models ). F I N L AN D

266 TV boosts other media Average ROI per Medium, Mono- versus Mix with TV, Index* Radio with TV Radio without TV +222 Outdoor with TV Outdoor without TV +123 Magazines with TV Magazines without TV +112 TV with other Media TV ROI with other Media ROI Source: ROI FMCG (gross), *ROIs indicated versus TV ROI without other media; changes in percent. IP Deutschland / Annalect G E R M AN Y

267 Multiplatform TV s halo impacts advertisers ROI % of multitasking audience Activities of multitask audiences 54% Multitask when watching TV 69% TV contents-related searches or chat 75% Products featured on TV Source: KOBACO 2016 Media & Consumer Research, Base : n = multitasker 2,718 S OUTH KOREA

268 For multitasking audiences, Product Placement directly affect the sales 32% of multitask audience have experience searching the PPL-advertised products while only 20% of non-multitask audience did. 32 in % Audience who uses mobile phone while watching TV Audience who does not use mobile phone while watching TV Source: KOBACO 2016 Media & Consumer Research, Base : n = 5,000 (multitasker 2,686 & non-multitasker 2,074) Searched the brand from Product Placement Bought the product on ad S OUTH KOREA

269 TV ads lead to mobile app download Attitude of multitasking TV audience towards mobile app ads I got interested in the app I downloaded the app I payed for the app 50% 31% 9% Source: KOBACO 2016 Media & Consumer Research, Base : multitask audiences who watching mobile app advertisement; n = 1,533 S OUTH KOREA

270 Multi-screening brings the high-street to the living room 41 minutes spent using internet while watching TV per day Source: Touchpoints 2016, IPA. Base: adults 15+ UK

271 Multiplatform TV s halo impacts Digital ROI Multiplatform TV s halo drives a portion of short-term ROI usually attributed to Digital advertising, which also undervalues ROI attributed to Multiplatform Note: Digital includes Paid Search, Display, and Short-Form Video advertising -18% Standalone Digital ROI Without Multiplatform TV s halo, Digital s average ROI would decline Multiplatform TV s Halo On Digital Advertising Impact of Multiplatform TV advertising on Digital within integrated advertising campaigns +10% Multiplatform TV s Adjusted ROI Due to Multiplatform TV s halo, Multiplatform TV s average ROI is understated Source: Accenture Cross Channel Advertising Attribution 2016 (USA) US

272 Multiplatform TV s halo impacts Digital ROI If we consider the halo effect by type of digital channel, Multiplatform TV s halo effect is most significant for paid search and display advertising. Note: Standalone Digital includes Paid Search, Display, and Short-Form Video advertising Without Multiplatform TV's halo, average ROI would decline by: Paid search Display Short-Form Video Standalone Digital ROI -7% -21% -18% -18% Source: Accenture Cross Channel Advertising Attribution 2016 (USA) US

273 Multi-Screen TV Reaches More Millennials Than YouTube, Facebook, Snapchat and Instagram Combined 5x more people are watching ad-supported TV content than are on Facebook and 3x more Millennials are watching ad-supported TV content than are on YouTube 4.834, , ,1 991,0 791,9 698,9 693,4 651,1 415,5 108,5 107,0 81,3 62,9 61,7 34,7 32,1 20,7 20,5 16,7 13,5 3,1 TV Brands YouTube Spotify Facebook Pandora Snapchat Google Instagram Messenger Twitter Twitch Amazon Yahoo Reddit WhatsApp VEVO LinkedIn Buzzfeed AOL ebay Pinterest Source: comscore MediaMetrix Key Measures (multiplatform), February 2018; A18-34 Nielsen R&F Time Period Report, Live + SD, Total Day. February 1-28, 2018; A Average Audience is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption. US

274 Ready for what s next TV keeps reinventing itself It is future-proof

275 TV is the medium of the future that constantly re-invents itself by embracing new technological developments to provide viewers and advertisers with the highest quality products and services: Connected TV / Addressable TV VOD / MCN / MPN exposure Targeting & Data Drive to shoppers & customers Content / Influencer marketing Creative /immersion experience (AR / VR) Ad tech (Total Video Market Place) And many more

276 TV has it all