TV Audits · Overview of the marketplace you were buying into • The Brazilian economy has cooled slightly in previous years • Which has moderated media cost increases in 2012

an Ebiquity company

TV Audits Period covered: April 2012 to March 2013

Evaluate historical campaign buying efficiency* Have we always been competitive, historically?

All campaign pricing is evaluated versus our client pool of prices

Establish a benchmark for all future activity to be compared against Where the agency can help to add value

2

The BIG 2

Aims

* The pool is a mixture of Ebiquity International clients and Cortex Media clients

3

Audited TV Campaigns

TA: ABC 18-49 TA: ABC 4 to 17

TA: ABC 18-34 TA: Male ABC 18-49

3,139

2,538

1,116 1,081 996 959 954

585 377

4

2 Key Releases in the Year

TV Campaign Investment

2,891

2,252

0 0 0 0 0 0 0

79

194

810 887 714 768 743

145 76

168

93

306 194 282 191 211

86 205

2

354 96

National SP RdJ Pay

5

2 Key Releases in the Year

TV Campaign Investment By Region

Open TV

96%

Pay TV 4%

Spends

6

Change sub heading - via *View* / HEADER & FOOTER

2012 TV Market Overview of the marketplace you were buying into

• The Brazilian economy has cooled slightly in previous years

• Which has moderated media cost increases in 2012.

• Impact of the Olympics and World Cup will likely place upward pricing pressure in the coming years.

• A slow and steady decline in TV viewership

– Globo has lost viewership with men but has improved with women audiences.

– football has not performed as well as in the past with men.

– Record has picked up part of the male audience lost by Globo.

– Only top programme buys for SBT, Bandeirantes and Rede TV! are desireable

• 2012 in 3 key take outs

1. Minimal overall shifts in share between channels.

2. No major programming changes.

3. Similar reach/coverage potential as in previous years.

7

A steady year with small year on year variations

Market Context 2012

• Open TV 2012 = 13%. 2013 forecast is 12%

• Pay TV (Cable) 2012 = 11%. 2013 forecast is 10%

• Print 2012 = 8%. 2013 forecast is 8%.

• Radio 2012 = 8%. 2013 forecast is 6%.

• OOH 2012 = 10%. 2013 forecast is 10%.

• Digital 2012 = 8%. 2013 forecast is 6%.

8

Year on Year pricing variation

Market Inflation Figures

9


Cost Analysis 1, Historical campaign buying efficiency 2, Action areas

0.4% cost premium You are paying 0.4% more than the pool average for your activity

Audited net spend 11,799,003

10

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Globo Band SBT Record

Cost Position

Spends

11

Globo is at a 1% premium to the pool

Cost Position Open TV by Channel %

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Actions

1) Renegotiate Band. And SBT prices

-5

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100

150

200

250

300

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400

450

-11

-9

-7

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Globo Fox Turner

Cost Position

Spends

12

Competitive pricing on Pay TV

Cost Position Pay TV by Channel %

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2.6

0.4

1.9

-0.7

1.2

1.4

2.6

1.3

-0.7

21 Jump Street

Men In Black 3

Pirates

Amazing Spiderman

Total Recall

Resident Evil 5

Hotel Transylvania

Skyfall

Django

13

Open TV Cost Position By Film

% Cost Position Vs Benchmarks Negative number = saving vs pool pricing

Positive number = premium vs pool pricing

Pricing performance varies across the period

-11.0

-6.0

-4.0

21 Jump Street

Men In Black 3

Pirates

Amazing Spiderman

Total Recall

Resident Evil 5

Hotel Transylvania

Skyfall

Django

14

Pay TV Cost Position By Film

% Cost Position Vs Benchmarks Negative number = saving vs pool pricing

Positive number = premium vs pool pricing

Pricing performance varies across the period

15

Film Cost Benchmarks Kids

Region Channel Net Cost TRP Eq30 CPP Benchmark Difference

Rio DJ Globo $173,742 99 $1,754 $170,462 2%

Rio DJ Record $8,681 7 $1,238 $8,681 0%

Rio DJ SBT $8,757 30 $294 $7,961 10%

Rio DJ Total $191,180 136 $187,104 2%

Sao P Globo $713,987 114 $6,238 $698,772 2%

Sao P SBT $54,394 29 $1,886 $49,449 10%

Sao P Total $768,380 143 $748,221 3%

Total $959,560 279 $935,325 3%


Rio DJ Globo $181,428 138 $1,316 $178,919 1%

Rio DJ SBT $12,224 24 $502 $11,113 10%

Rio DJ Total $193,652 162 $190,032 2%

Sao P Globo $845,027 180 $4,682 $832,753 1%

Sao P SBT $45,200 34 $1,332 $41,091 10%

Sao P Total $890,227 214 $873,844 2%

Total $1,083,879 377 $1,063,876 2%

Target audience: ABC 4 - 17

16

Film Cost Benchmarks Adults Target audience: ABC 18-49


National Globo $2,742,176 164 $16,732 $2,763,818 -1%

National SBT $149,520 13 $11,540 $149,520 0%

National Total $2,891,696 177 $2,913,338 -1%

Rio DJ Globo $79,268 40 $1,974 $79,420 0%

Rio DJ Total $79,268 40 $79,420 0%

Sao P Globo $167,945 28 $5,975 $168,263 0%

Sao P Total $167,945 28 $168,263 0%

Total $3,138,910 245 $3,161,022 -1%


National Band $155,120 5 $32,729 $155,148 0%

National Globo $2,097,058 117 $17,943 $2,094,886 0%

National Total $2,252,178 122 $2,250,034 0%

Rio DJ Band $8,814 4 $2,122 $8,239 7%

Rio DJ Globo $83,981 43 $1,969 $83,321 1%

Rio DJ Total $92,795 47 $91,560 1%

Sao P Band $23,632 6 $3,869 $19,372 22%

Sao P Globo $169,604 34 $4,974 $168,229 1%

Sao P Total $193,236 40 $187,600 3%

Total $2,538,209 209 $2,529,195 0%

17

Film Cost Benchmarks Adults


Rio DJ Globo $260,546 172 $1,511 $257,623 1%

Rio DJ Record $21,813 12 $1,890 $21,813 0%

Rio DJ Total $282,359 184 $279,436 1%

Sao P Globo $713,351 148 $4,829 $704,887 1%

Sao P Total $713,351 148 $704,887 1%

Total $995,710 332 $984,323 1%


Rio DJ Band $12,623 5 $2,533 $12,027 5%

Rio DJ Globo $293,994 138 $2,123 $292,151 1%

Rio DJ Record $9,255 7 $1,254 $9,255 0%

Rio DJ Total $315,872 151 $313,433 1%

Sao P Band $45,825 8 $5,863 $38,844 18%

Sao P Globo $754,293 132 $5,720 $749,580 1%

Sao P Total $800,118 140 $788,423 1%

Total $1,115,989 291 $1,101,856 1%


Rio DJ Band $8,814 2 $3,951 $8,239 7%

Rio DJ Globo $181,279 86 $2,102 $179,594 1%

Rio DJ Record $14,421 11 $1,282 $14,421 0%

Rio DJ Total $204,513 100 $202,254 1%

Sao P Band $23,632 5 $4,328 $19,372 22%

Sao P Globo $52,597 10 $5,276 $52,022 1%

Sao P Total $76,229 15 $71,394 7%

Total $280,743 115 $273,648 3%

Target audience: Male ABC 18 – 49 (21 Jump Street) and ABC 18 - 49

18

Film Cost Benchmarks Young Adults


Rio DJ Band $15,251 4 $3,875 $16,991 -10%

Rio DJ Globo $71,036 34 $2,074 $68,553 4%

Rio DJ Total $86,287 38 $85,543 1%

Sao P Band $23,219 5 $4,710 $29,853 -22%

Sao P Globo $121,283 23 $5,204 $117,119 4%

Sao P Total $144,502 28 $146,971 -2%

Total $230,789 66 $232,515 -1%


Rio DJ Band $7,008 3 $2,067 $6,132 14%

Rio DJ Globo $193,642 89 $2,182 $192,280 1%

Rio DJ Record $10,245 9 $1,082 $10,245 0%

Rio DJ Total $210,895 102 $208,658 1%

Sao P Band $42,430 9 $4,537 $36,784 15%

Sao P Globo $700,539 116 $6,037 $695,670 1%

Sao P Total $742,969 125 $732,455 1%

Total $953,864 227 $941,112 1%

Target audience: ABC 18 - 34

Globo (+1%)

– Performance ranges from 0 %to 1% savings on National buys

– Performance ranges from 0% to 2% premium on regional buys

– Savings were delivered on the regional buys for Django

SBT (+4%)

– Premiums on the two kids campaigns in both regional buys

– Parity with the benchmarks on Spiderman on the National buys

Record (0%)

– Parity with the benchmarks for for RdJ, not used for SP

Band. (+4%)

– Premiums on the regional buys for MIB3, 21JumpStreet, Skyfall

– Savings on the regional buys for Django

19

Cost Benchmarking Summary

20


Optimisation Identifying which spots work well and which spots do not work so well for your target audience

Concept

• In 2012 you had different primary target audiences for the different movie releases.

• As each audience is different, so too must there viewing habits be different.

• It is important to maximise the Return On Investment for each campaign, so that media performance objectives are delivered as cost effectively as possible within the given budget.

– Any savings made through cost effective buying, can then be re-employed in to other areas.

Aims

• identify the key programme spots in your existing campaigns for each audience.

• Identify the worst performing programme spots in your campaign.

• Knowing what are the best and worst programmes for each audience will help maximise efficiencies for future campaigns.

21

An approach to identifying if opportunities for further optimisation exist

Optimisation

Approach

• Using your campaign schedules, we have calculated :

– Average cost per 30” equivalent GRP values per programme

– Average 30” GRPs value per spot

• We have then colour coded the programme spots based on performance relating to the averages, where anything coloured

– Green is 25% better than the average for each measure

– Red is 25% worse than the average for each measure

• Once the colour coding scale is applied, we can see that any programme that is

– Coloured green in both columns is cost effective and should be used in future campaigns for that target audience

– Coloured red in both columns is not cost effective and should be avoided in future campaigns for that target audience

22

An approach to identifying if opportunities for further optimisation exist

Optimisation

23

Sao Paulo ABC 18-49

Globo Esporte doesn’t seem like the best of fits for this audience

Schedule Optimisation

Program Daypart No Spots 30" Equivlant

GRPs Gross Cost 30" Eq CPP

30" Eq GRPs

p/Spot

NOVELA III Prime 2 44.4 328,036 7,380 22.22

TELA QUENTE Prime 1 10.8 68,310 6,298 10.85

SESSAO DA TARDE Day 5 13.6 38,235 2,803 2.73

OS CARAS DE PAU Day 1 3.3 16,514 5,010 3.30

ZORRA TOTAL Prime 1 4.9 40,399 8,288 4.87

SHOW DE QUINTA FEIRA 3 Night 1 3.2 23,850 7,430 3.21

CQC Prime 1 2.5 14,634 5,868 2.49

PANICO NA BAND Prime 1 3.3 25,972 7,947 3.27

SPTV 1A EDICAO Day 4 6.3 24,645 3,929 1.57

ESTRELAS Day 1 1.8 8,515 4,731 1.80

JORNAL DA GLOBO Night 2 5.8 46,008 7,923 2.90

TV XUXA VES Day 1 1.7 7,855 4,697 1.67

SUPERCINE Night 2 5.3 42,422 7,932 2.67

VIDEO SHOW Day 3 4.7 24,178 5,098 1.58

MALHACAO Day 4 11.9 116,253 9,744 2.98

SPTV 2A EDICAO Prime 2 6.9 87,642 12,611 3.47

GLOBO ESPORTE Day 4 7.0 70,004 9,964 1.76

AGORA E TARDE Night 2 1.3 8,897 6,960 0.64

A LIGA Prime 1 0.8 7,778 10,036 0.78

Totals / Average 39 139.7 1,000,147 7,160 3.58

Aim to buy more spots that are green for both 30” equivalent CPP and 30” GRPs per spot and to buy less that are red in both columns

24

National ABC 18-49

Esporte Espectacular & CQC doesn’t seem like the best of fits for this audience


Program Daypart Spots 30" equiv. TA

GRPs Gross Cost 30" Eq CPP 30" Eq GRPs

p/Spot

NOVELA II Prime 1 12.5 198,875 15,889 12.52

VALE A PENA VER DE NOVO Day 5 31.6 282,541 8,931 6.33


TV XUXA VES Day 1 4.8 34,458 7,128 4.83

ZORRA TOTAL Prime 1 9.1 145,388 15,974 9.10

SHOW DE QUINTA FEIRA Day 1 8.2 126,613 15,470 8.18

A GRANDE FAMILIA Prime 1 11.6 269,834 23,297 11.58

NOVELA I Prime 1 8.4 143,420 17,125 8.37

TV GLOBINHO MAT Day 4 10.5 63,545 6,056 2.62

SHOW DE TERCA FEIRA Prime 1 8.0 152,279 19,053 7.99

PROFISSAO REPORTER NOT Prime 1 6.0 90,002 15,025 5.99

VIDEO SHOW Day 4 17.2 199,326 11,614 4.29

MALHACAO Day 2 11.8 193,715 16,380 5.91

JORNAL HOJE Day 4 17.8 251,625 14,149 4.45


SHOW DE SEXTA FEIRA Prime 1 5.8 123,045 21,382 5.75

ESPORTE ESPETACULAR Day 1 3.6 113,643 31,786 3.58

CQC Night 2 4.7 193,900 40,911 2.37

Grand Total 37 199.7 2,815,222 14,100 5.40


25

National ABC 18-49

Jornal Da Globo doesn’t seem like the best of fits for this audience


Program Daypart Spots 30" equiv. TA


30" Eq GRPs

p/Spot


NOVELA III Prime 2 40.2 679,037 16,885 20.11


NOVELA II Prime 1 15.7 259,371 16,557 15.67

VIDEO SHOW Day 2 11.1 77,969 7,048 5.53

NOVELA I Prime 1 10.5 140,250 13,397 10.47


A GRANDE FAMILIA Prime 1 13.3 263,936 19,917 13.25

MALHACAO Day 1 7.7 94,717 12,376 7.65

JORNAL NACIONAL Prime 1 14.9 453,765 30,367 14.94

TURMA DA MONICA Day 2 4.7 22,833 4,857 2.35

TEMPERATURA MAXIMA Day 1 6.6 90,093 13,744 6.56


JORNAL HOJE Day 2 9.8 123,063 12,620 4.88

BOM DIA BRASIL Day 2 5.3 51,684 9,822 2.63

JORNAL DA GLOBO Night 6 27.9 485,661 17,434 4.64

SABADO ANIMADO Day 3 4.6 28,500 6,168 1.54

BOM DIA E CIA Day 5 10.5 92,400 8,795 2.10

ALTAS HORAS Night 1 3.1 41,084 13,228 3.11

MAIS VOCE Day 4 10.0 107,306 10,743 2.50

CARROSSEL A PATATI PAT Day 4 5.3 66,000 12,545 1.32

Grand Total 47 261.0 3,614,620 13,850 5.55


26

Sao Paulo ABC 4-17

Video Show, Estrelas and Esporte Espetacular are shows that under-perform your schedule averages


Program Daypart No Spots 30" Equivlant

GRPs Net Cost 30" Eq CPP

30" Eq GRPs

p/Spot

SERIE TARDE Day 2 7.92 10,069 1,272 3.96

SERIE TARDE I Day 3 12.82 20,138 1,571 4.27

SERIE TARDE 3 Day 2 5.31 6,713 1,265 2.65


VICTORIOUS Day 1 2.10 2,325 1,106 2.10


TV GLOBINHO MAT Day 5 11.46 14,909 1,302 2.29

TURMA DA MONICA Day 2 3.99 4,701 1,179 1.99

TEMPERATURA MAXIMA Day 1 5.74 20,212 3,522 5.74

BOM DIA E CIA Day 2 6.68 14,685 2,199 3.34

TV GLOBINHO Day 1 1.53 1,684 1,100 1.53


A TURMA DO DIDI Day 1 3.48 12,827 3,685 3.48

NOVELA II Prime 6 40.78 323,660 7,936 6.80


DOMINGO MAIOR Night 1 3.10 19,049 6,142 3.10

CALDEIRAO DO HUCK Day 1 2.17 9,855 4,536 2.17

MALHACAO Day 5 17.59 147,224 8,369 3.52

NOVELA I Prime 6 23.32 231,399 9,922 3.89

VIDEO SHOW Day 5 9.36 54,635 5,836 1.87

CARROSSEL A PATATI PAT Day 1 1.21 4,895 4,054 1.21

ESTRELAS Day 1 1.47 8,184 5,574 1.47

ESPORTE ESPETACULAR Day 1 2.38 21,778 9,155 2.38

Grand Total 59 214.43 1,112,784 5,190 3.63


27

Soaps deliver the volume of viewers, but some soaps are more cost effective than others

Vale A Pena Ver De Novo is more cost effective than Malhacao.

(Significantly lower 30” Eq CPP and similar 30” Eq GRPs per spot)

Program Spots 30" equiv. TA


30" Eq GRPs

p/Spot

NOVELA II 1 12.5 198,875 15,889 12.52

VALE A PENA VER DE NOVO 5 31.6 282,541 8,931 6.33

NOVELA I 1 8.4 143,420 17,125 8.37

MALHACAO 2 11.8 193,715 16,380 5.91

Globo 35 194.9 2,621,322 13,448 5.57

Program No Spots 30" Equivlant


30" Eq GRPs

p/Spot


NOVELA II 6 40.78 323,660 7,936 6.80

MALHACAO 5 17.59 147,224 8,369 3.52

NOVELA I 6 23.32 231,399 9,922 3.89

Globo 49 180.50 1,056,284 5,852 3.68

Program Spots 30" equiv. TA


30" Eq GRPs

p/Spot

NOVELA III 2 40.2 679,037 16,885 20.11


NOVELA II 1 15.7 259,371 16,557 15.67

NOVELA I 1 10.5 140,250 13,397 10.47

MALHACAO 1 7.7 94,717 12,376 7.65

Globo 35 240.6 3,427,720 14,247 6.87

Target audience: ABC 18-49 for Amazing Spiderman and MIB3, ABC 4-17 for Pirates

Some Soaps Are Better Than Others… Globo SP/National

38% 43% 47%

73%

41% 43% 37%

62% 57% 53%

27%

59% 57% 63%

AmazingSpiderman

Men In Black 3 Skyfall Pirates Total Recall HotelTransylvania

Resident Evil 5

Soaps Others

28

A large portion of your budget is invested in to Soaps

Some Soaps Are Better Than Others… Globo SP/National %

Gro

ss I

nve

stm

en

t

Primary TA: ABC4-17yrs

Daytime doesn’t always deliver good value opportunities

• Globo Esporte or Esporte Espectacular

Prime Time does not always deliver high ratings amongst your target audience

Night time (after midnight) can offer value opportunities

Are News programmes the right fit?

• They may deliver volume of viewers, but correct environments can be important

Some Soaps are better than others

• Vale A Pena ver De Novo vs Malhacao for example

30

Summary of Optimisation

31


Considerations Where the agency can add value

223

194

Skyfall

Planned Actual

238

200

MIB3

Planned Actual

263

261

Spider

Planned Actual372

300

Pirates

Planned Actual

32

On the 4 largest investment campaigns, media plans and actual delivery are different

Ensure Planning Accuracy / Buying Control

-13%

-1%

-19%

-16%

Planned CPP = 13,874 Actual CPP = 13,857 Planned CPP = 2,986 Actual CPP = 3,711

Planned CPP = 3,592 Actual CPP = 5,169 Planned CPP = 11,021 Actual CPP = 14,099

No

. TA

GR

PS

No

. TA

GR

PS

No

. TA

GR

PS

No

. TA

GR

PS

33

Using Daytime TV Having spots running during the day can be cost effective

Most of your audience will be at work during weekday, day time when these spots air.

Is there any research to suggest that daytime TV viewers are regular cinema attendees?

On average 25% of your investment is weekday, pre-6pm

Campaigns Region Full Campaign Weekday Pre 6pm CPP

Difference Gross Spends 30" Eq. GRPs 30" Eq. CPP Gross Spends 30" Eq. GRPs 30" Eq. CPP Spots

21 Jump Street RdJ 255,642 147 1,739 65,189 55 1,179 14 -32%

MIB3 Nat 2,815,222 200 14,100 1,083,531 107 10,118 23 -28%

Amazing Spiderman Nat 3,614,620 261 13,850 778,739 96 8,139 25 -41%

Total Recall SP 891,689 148 6,036 205,510 55 3,720 20 -38%

Resident Evil 5 SP 928,711 208 4,467 286,938 75 3,816 20 -15%

Skyfall SP 1,000,147 140 7,160 217,363 35 6,192 16 -14%

Django Libre SP 180,627 39 4,657 37,223 11 3,528 6 -24%

• Are your primary target audiences too broad?

• Target audience ABC 4 to 17

do teenagers watch the same TV shows as younger children?

do teenagers watch the same films as younger children?

• Target audience ABC 18 to 49

Do many over 35yrs people regularly go to the cinema?

Do over 35yrs watch the same TV shows as people under 30 yrs?

• Are you buying spots for your secondary target audiences? • ABC 18-49 (Pirates and Hotel Transylvania)

• ABC 4-17 (Amazing Spiderman and MIB3)

• If you buy spots for primary and secondary audiences, is it possible to optimise across 4-49 year olds?

34

Buying audiences versus Regular Cinema Goers

Target Audiences

0%

20%

40%

60%

80%

Pirates Hotel T Skyfall MIB3 Spiderman Total Recall Res Ev 5 Django 21 Jump S

19Hr to 23hr Post 23Hr

35

% of GRPs varies amongst campaigns

% of Ratings After 7pm %

GR

Ps in

Prim

e T

ime

0%

20%

40%

60%

80%19Hr to 23hr Post 23Hr

36

% of GRPs varies amongst campaigns

% of Ratings After 7pm %

GR

Ps in

Prim

e T

ime

Ensure planning accuracy / buying control

Be mindful how much of the campaign budget is invested during weekday daytime TV

Do target audiences need to be more aligned to regular cinema goers

SPE are buying similar levels of GRPs after 7pm as competitor distributors are

37

Summary of Considerations

38


Establishing A Benchmark

39

1. Pricing is slightly less competitive to pool benchmarks

2. Aiming to maintain costs as a minimum or improve cost positions by minimum of 1 point

3. If pricing is to remain at current levels, quality should be in the highlighted zone

• If prices become more competitive, the highlighted zone needs to move left

• If prices become less competitive, highlighted zone needs to move right

The Baseline/Benchmark

100 0

NORM

NORM

HIGHER QUALITY

LOWER COST HIGHER COST

92 -8

94 -6

96 -4

98 -2

102 +2

104 +4

106 +6

108 +8

110 +10

90 -10

LOWER QUALITY

112 +12

88 -12

40


Summary

• Paid prices are at a small premium to pool pricing

• Reduce the premium, agree on a fixed improvement target.

• Aligning target audiences with regular cinema goers will help optimise schedules

• GRP Delivery is often significantly different to planned levels

• Are you hitting enough of your audience?

• Some soaps are more cost effective than others

• Be careful of how much you investment in weekday, daytime TV

41

A baseline has been established

Summary / Next Steps

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Documents

TV Audits · Overview of the marketplace you were buying into • The Brazilian economy has cooled slightly in previous years • Which has moderated media cost increases in 2012