Nielsen Media AdSpend Highlights Q1 2010

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Confidential & Proprietary Copyright 2010 The Nielsen Company

Media Spend Highlights

1st Quarter 2010


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Q1 2010Page 2April 13, 2010 Confidential & Proprietary

Copyright 2010 The Nielsen Company

Radio

20%

Print

5%

TV

75%

Share of Media SpendQ1 2010 versus Year Ago

Source: Nielsen Advertising Information Services

Radio

19%

Print5%

TV

76%

Q1 2009

Q1 2010


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Total Media Spend Based on Rate CardsQ1 2010 versus Year Ago

0

10,000

20,000

30,000

40,000

50,000

60,000

Millions(Php)

BasedonRateCards

Q1 2009 Q1 2010

Q1 2009 40,719 30,781 7,795 2,143

Q1 2010 50,311 37,794 10,011 2,506

Total TV Radio Print

+24%

+23%

+28%

+17%



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0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

T

otalAdSpots

Q1 2009 Q1 2010

Q1 2009 2,060,651 331,220 1,678,672 50,759

Q1 2010 2,335,758 330,884 1,953,117 51,757

Total TV Radio Print

+16%

0%

+2%

+13%

Total Advertising SpotsQ1 2010 versus Year Ago



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0

100,000

200,000

300,000

400,000

500,000

600,000

700,000800,000

900,000

A

dMinutes

Q1 2009 Q1 2010

Q1 2009 588,629 734,371

Q1 2010 602,544 829,849

TV Radio

+13%

+1%


Advertising MinutesQ1 2010 versus Year Ago


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AdSpend in Millions (Php)

Rank Categories Q1 2010 Q1 2009 %Change

1 Government Agencies & Public Utilities 6,523 1,778 267%

2 Hair Shampoos,Rinses,T'Ment/Hairdressing Prod 4,544 3,498 30%

3 Communication/Telecommunication 3,091 2,750 12%

4 Detergents & Laundry Preparations 2,624 1,682 56%

5 Dentifrices, Mouthwash & Toothbrush 2,120 1,244 70%

6 Cough & Cold Remedies 1,918 1,954 -2%

7 Proprietary Drugs/Other Than Vitamins &Tonics 1,868 1,916 -2%

8 Other Food Prod./Other Than Biscuits&Bakeshop 1,830 1,876 -2%

9 Powder Milk 1,733 1,837 -6%

10 Skin Care 1,378 1,280 8%

Top 20 Categories Based on Rate CardsQ1 2010 versus Year Ago

In Million Pesos based on Ratecard costs


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Rank Categories Q1 2010 Q1 2009 %Change

11 Vitamins 1,361 1,260 8%

12 Entertainment 1,336 1,686 -21%

13 Ice Cream, Sherbets & Frozen Delights 1,206 349 246%

14 Flour, Bakery Products & Bakeshops 1,019 758 34%

15 Seasonings, Sauces & Extracts 937 889 5%

16 Coffee & Tea 934 1,078 -13%17 Health & Beauty Soaps 784 630 25%

18 Soups & Noodles 737 630 17%

19 Banks, Finance Companies & Investment Houses 733 565 30%

20 Business Machines & Office Equipments 692 384 80%

Top 20 Categories Based on Rate CardsQ1 2010 versus Year Ago



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Rank Advertisers Q1 2010 Q1 2009 %Change

1 UNILEVER PHILIPPINES, INC. 5,878 3,994 47%

2 PROCTER & GAMBLE PHILS., INC. 4,166 3,319 25%

3 UNITED LABORATORIES, INC. 3,073 2,569 20%

4 COLGATE-PALMOLIVE PHILIPPINES, INC. 2,680 1,485 81%

5 NESTLE' PHILIPPINES, INC. 2,664 2,849 -7%

6 MANNY VILLAR 1,230 18 6575%

7 JOLLIBEE FOODS CORPORATION 759 777 -2%

8 UNIVERSAL ROBINA CORPORATION 738 704 5%

9 MONDE NISSIN CORPORATION 698 518 35%

10 GLOBE TELECOM, INC. 561 471 19%

Top 20 Advertisers Based on Rate CardsQ1 2010 versus Year Ago



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Rank Advertisers Q1 2010 Q1 2009 %Change

11 NOYNOY AQUINO 526 0 -

12 JOHNSON & JOHNSON PHILS., INC. 505 546 -7%

13 WYETH PHILIPPINES, INC. 496 600 -17%

14 SMART COMMUNICATIONS, INC. 487 515 -5%

15 KRAFT FOODS (PHILIPPINES), INC. 467 290 61%

16 THE COCA-COLA EXPORT COMPANY 462 689 -33%

17 PHILIPPINE LONG DISTANCE TELEPHONE COMPAN 445 136 228%

18 TANDUAY DISTILLERS, INC. 440 346 27%

19 ASIA BREWERY, INC. 414 180 130%

20 MEAD JOHNSON PHILIPPINES, INC. 393 637 -38%

Top 20 Advertisers Based on Rate CardsQ1 2010 versus Year Ago



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Tri-Media (TV/Radio/Print) Brand Advertising ExpenditureSocial Concerns + Political Ads in Million PesosPresidential CandidatesBased on Published Rate Cards


Rank Brand Q4 2009 Q1 2010 %Change

1 MANNY VILLAR 543 1,230 127%

2 NOYNOY AQUINO 143 526 269%

3 JOSEPH ESTRADA 70 165 137%

4 RICHARD GORDON 82 238 190%

5 GILBERT TEODORO 196 352 79%

6 EDDIE VILLANUEVA 52 65 26%

Source: Nielsen Advertising Information ServicesIn Million Pesos based on Ratecard costs


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Tri-Media (TV/Radio/Print) Brand Advertising ExpenditurePolitical Ads in Million PesosPresidential CandidatesBased on Rate Cards Less 30%


Rank BrandFebruary 9 to

March 31, 2010

1 MANNY VILLAR 227,940,382

2 NOYNOY AQUINO 161,407,904

3 JOSEPH ESTRADA 76,886,685

4 RICHARD GORDON 47,560,690

5 GILBERT TEODORO 18,206,094

6 EDDIE VILLANUEVA 4,715,111

Source: Nielsen Advertising Information ServicesIn Million Pesos based on Ratecard costs


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Total TV Ad MinutesABSCBN & GMAFebruary 9 to March 31, 2010

PRESIDENTIABLES

BrandBy Brand

Level

"Paid For"

Level

By Brand

Level

"Paid For"

Level

MANNY VILLAR 134.25 50.75 143.25 60.25

NOYNOY AQUINO 133 118.5 121 116.5

JOSEPH ESTRADA 77.5 77.5 65 65

RICHARD GORDON 52 52 43 43

GILBERT TEODORO 17 0 11 0

EDDIE VILLANUEVA 8 4.5 2 6

ABS-CBN 2 GMA 7



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Copyright 2010 The Nielsen CompanyConfidential & Proprietary Copyright 2009 The Nielsen Company

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Nielsen Media AdSpend Highlights Q1 2010

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