Country Profile. To know statistic data of each country and a brief portrait of Portuguese Media, in an optic of Communication and Advertising.

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2 To know statistic data of each country and a brief portrait of Portuguese Media, in an optic of Communication and Advertising.

3 Each company, each country, each client has access to a small group of generic information about media of every single country. We all show more knowledge. We offer value in each pitch and to each client. We reinforce and feed the concept of network. We all converge in the same direction. Information is the most powerfull weapon. Local Spirit Global Solutions...

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5 Ranking of investment per Advertiser Top Advertiser % Share of investment per Media 65% Modelo Continente Hipermercados SA % +8,5% Portugal Telecom % +28,0% Unilever-JM % -3,1% L'Oreal - Portugal Lda % -2,9% Procter & Gamble % -11,3% ITMI Norte Sul Portugal SA % +64,4% 83% Zon Multimedia % +12,4% 85% TMN % + 6,9% Optimus Telecomunicações SA % -3,0% Theralab Lda % % % -4,3% Others Advertisers Total ,4% All Market Top Areas Top 10 Adv 85% 70% 80% 98% 87% 56% 90% 0% ma 20% 40% 60% 80% 100% TV

6 Ranking of investment per sector Top Sector % Commerce % +6,3% Personal Hygiene % -6,0% Automotive Industry % -15,4% % +1,4% Food Industry % -19,2% Leisure and Cultural Articles and Services % + 17,9% Pharmaceutical Industry % -22,9% Banks and Other Financial and Monetary Institutions % + 14,9% Beverages % -6,2% 81% Home Hygiene % -16,3% 81% Others Sectors % + 3,1% Total Communication Services and Equipment -0,4% Share of investment per Media All Market Top Areas Top 10 Adv 96% 70% 53% 84% 55% 87% 71% 61% 0% ma 20% 40% 60% 80% 100% TV

7 Evolution of advertising investment 100% % All Market Top Areas Top 10 Adv % 70% 69,1% 75,2% 75,4% 60% % % 30% 20% 4,0% 5,8% 4,4% 6,3% 4,6% 6,1% 7,2% 10% 14,3% 0,5% 13,6% 0,6% 12,4% 0,5% % ma TV Total Investment

8 Rat% 14,0 Free to Air Pay s 12,0 10,0 8,0 6,0 4,0 2,0 0, Free to air Pay TV

9 Rat% Free to air 2012 (Mar-Dez) 0,7 2,7 Free to air Gender 4,8 4,3 Masc. 41,0% Fem. 59,0% TVI Social status A 2,4% B C D E 10,3% 16,5% 43,2% 27,5% Age ,6% ,1% ,4% ,9% Region Norte 36,4% Centro 29,7% Lisboa 23,2% Alentejo Algarve 7,6% ,1% 3,1% ,9% ,1% SIC RTP1 > 75 11,9% RTP2 Free to Air Pay s

10 Rat% Pay TV 2012 (Mar-Dez) 0,1 0,2 0,5 0,2 0,2 0,4 0,3 0,3 0,3 Pay TV 0,3 Gender Masc. 50,3% Fem. 49,7% Social status A 4,2% B C E D 18,3% 20,9% 37,4% 19,2% Age ,7% ,9% ,0% ,1% Region Norte 30,8% Centro 22,0% Lisboa 34,0% Alentejo Algarve 9,2% 4,0% ,1% Disney Channel AXN SIC Notícias TV Record TVI ,1% ,0% > 75 3,2% Hollywood Panda Fox RTP Informação SIC Mulher Free to Air Pay s

11 Type of publication Daily Newspapers Weekly Newspapers General Information 7 2 Regionals 6 8 Sports/ Vehicles 3 Monthly/ Biweekly Newspapers Magazines Total General Interest 5 5 Society 5 5 Travel and Tourism 5 5 Decoration 4 4 Male 4 4 Information Technology 3 3 TV and Games 3 3 Juveniles 2 2 Children 1 1 Environment/ Scientific divulgation Feminines/ Fashion 1 Health/ Education Economics Leisure 2 Sectorial Culinary 1 Culture/ Performance Total Type Circulation

12 2012 Masc. Sul 100,0 Gr. Lisboa Fem. A 80,0 Gr. Porto B 60,0 40,0 Lit. Centro C1 20,0 Lit. Norte C2 0,0 Int. Norte D + 65 Gender Masc. 51,4% Fem. 48,6% Type Circulation 15/17 55/64 18/24 45/54 25/34 35/44 Rat% Social status A 6,7% B 14,2% C1 28,5% C2 32,0% D 18,7% Age ,3% ,1% ,7% ,6% ,9% ,9% Litoral Norte 19,1% Litoral Centro 16,6% Grande Porto 12,3% Grande Lisboa 22.2% Sul Region Interior Norte 18,9% 11,0% ,5%

13 Newspapers 2012 Masc. Sul 100,0 Gr. Lisboa Fem. A 80,0 Gr. Porto B 60,0 40,0 Lit. Centro C1 20,0 Lit. Norte C2 0,0 Int. Norte D Newspapers /17 55/64 18/24 Masc. 56,7% Fem. 43,3% Social status A 7,3% B 15,3% C1 29,2% C2 30,8% D 17,5% Age ,2% ,9% ,9% ,8% ,9% ,0% Litoral Norte 18,1% Litoral Centro 17,0% Grande Porto 13,2% Grande Lisboa 23,5% Sul Region Interior Norte 17,4% Gender 45/54 25/34 35/44 Rat% 10,8% ,3% Type Circulation

14 Magazines 2012 Masc. Sul 100,0 Gr. Lisboa Fem. A 80,0 Gr. Porto B 60,0 40,0 Lit. Centro C1 20,0 Lit. Norte C2 0,0 Int. Norte D Magazines /17 Masc. 48,7% Fem. 51,3% Social status A 7,2% B 15,1% C1 29,4% C2 31,3% D 17,0% Age ,2% ,9% ,6% ,3% ,0% ,6% Litoral Norte 19,1% Litoral Centro 16,4% Grande Porto 12,6% Grande Lisboa 22,6% Sul Region Interior Norte 18,7% Gender Type Circulation 55/64 18/24 45/54 25/34 35/44 Rat% 10,6% ,4%

15 Publication Jornais CORREIO DA MANHÃ JORNAL DE NOTÍCIAS RECORD A BOLA EXPRESSO O JOGO PÚBLICO DIÁRIO DE NOTÍCIAS DESTAK METRO DIÁRIO ECONÓMICO JORNAL DE NEGÓCIOS SOL JORNAL I JORNAL DA REGIÃO O MIRANTE - SEMANÁRIO REGIONAL OJE VIDA ECONÓMICA Rat % 14,0 11,7 10,4 9,8 7,2 6,6 5,1 4,2 3,7 3,6 3,1 2,7 2,3 1,6 1,1 1,0 0,8 0,6 Circulation Publication Revistas (Top 20) CM DOMINGO NOTÍCIAS MAGAZINE (DN/JN) CORREIO DA MANHÃ VIDAS CM TV VISÃO TV 7 DIAS MARIA NOTÍCIAS TV (DN/JN) CARAS NOVA GENTE EXPRESSO REVISTA NATIONAL GEOGRAPHIC SÁBADO TV GUIA MONTEPIO EXPRESSO ATUAL TV MAIS EXAME INFORMÁTICA LUX EXAME Rat % Circulation 8,7 8,2 8,2 7,5 6,7 6,4 6,2 5,8 4,9 4,8 4,5 4,1 4,1 4,0 3,7 3,6 3,4 3,3 3,1 3, Type Circulation

16 Country profile National s RDP Renascença Media Capital Controlinveste Antena 1 RFM R. Comercial Antena 2 R. Renascença Cidade Antena 3 Mega Hits M80 TSF Type Local s Rádio SIM Smooth FM 347 Continente 311 Madeira 14 Açores 22

17 Country profile 2012 Masc. Sul 9,0 Fem. 8,0 7,0 6,0 5,0 4,0 3,0 2,0 1,0 0,0 Gr. Lisboa Gr. Porto Lit. Centro Lit. Norte A B D /17 55/64 Gender Masc. 57,4% 18/24 45/54 Fem. 42,6% Type C2 Int. Norte C1 25/34 35/44 rat% Social status A 6,0% B 13,7% C1 28,9% C2 33,9% D 17,4% Age ,8% ,5% ,4% ,7% ,3% ,1% Litoral Norte 20,5% Litoral Centro 16,2% Grande Porto 12,2% Grande Lisboa 21,1% Sul Region Interior Norte 19,2% 10,8% ,3%

18 Outdoor 100,0% 90,0% 80,0% 70,0% 4,4% 4,6% 4,5% 3,8% 4,5% 5,4% 6,1% ,4% 4,8% 5,9% 5,2% 6,0% 6,0% 6,1% 6,4% 17,0% 13,2% ,4% 60,0% ,0% ,0% 30,0% 58,3% 59,3% 56,7% ,0% ,0% 0,0% Mupis Billboards Transports ATM/Animated panels Others Shopping Centers Masters Total Investment Support Total Billboards Masters Mupis Shopping Centers Transports Others 644

19 ma nr. of spectators 2012 Investment

20 users ,0% ,0% ,8% ,0% 59,0% 57,1% 50,0% ,0% 30,0% ,0% ,0% 0 0,0% by computer by mobile phone by game console by tablet by TV users % of resident population Users Ranking

21 2012 Méd Baixa Masc. Baixa 3.000,0 Fem , ,0 Méd ,0 Méd Alta ,0 500,0 Alta ,0 Sul Int Norte Lit Centro Lit Norte Gender Masc. 54,4% Fem. 45,6% Social status A 8,7% B 17,6% C1 31,7% C2 31,3% D 10,7% Age ,0% ,5% ,6% ,3% ,8% ,7% Litoral Norte 18,9% Litoral Centro 16,4% Grande Porto 12,0% Grande Lisboa 23,8% Sul Region Interior Norte 17,6% Grd Porto Grd Lisboa +64 users 11,2% ,1% Users Ranking

22 Ranking of Page views Ranking 1º Site Sapo (Home Page e Serviços) Type Impressions (Millions) Portal 41,1 2º A Bola Sport 29,5 3º Record Sport 23,6 4º Público Utilities 9,9 5º Correio da Manhã Information 8,9 6º TVI Information 8,4 7º Jornal de Notícias Information 7,9 8º Expresso Information 6,2 9º Mais Futebol Information 6,2 10º Jornal de Negócios Economic 6,0 Users Ranking

23 Local Data, Global Knolege Presented by Diana Vinhais Design by Ana Finisterra & Sandra Camacho Powered by Mediagate

24 Conhecer dados estatísticos de cada país, breve retrato dos Media, na ótica da comunicação e da publicidade.

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