Communications Industry Spending & Consumption Trends

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1 Communications Industry Spending & Consumption Trends John Suhler

2 2 Overview of VSS Verticals that comprise the VSS Communications Industry

3 Communications Industry Verticals Information Professional Information & Services Business Information Services Business Services Education K-12 Materials and Services College Materials and Services For Profit Schools Corporate Training Marketing Services Promotion Agencies Custom Publishing PR and Word-of-Mouth Direct Marketing Tradeshows and Events Entertainment Film & TV Content Movie Theaters Music Videogames Cable & Satellite Television Newspapers TV Radio Yellow Pages Consumer Magazines Targeted Media Internet (Search & Advertising) Mobile Advertising and Content Digital Out-of-Home Subscription TV (Cable & Satellite Television) Advertising B2B Magazines Traditional Media 3

4 Representative Companies Comprising VSS Verticals Information Education Marketing Services Targeted Media Entertainment Traditional Media 4

5 $300 $200 Industry Spending by Vertical ($ Millions) $100 ($ Millions) $100 $50 ($ Millions) $400 $300 $200 $100 $113 Information Education $168 $ Marketing Services $71 $71 $ $203 Entertainment $261 $ Industry Spending ($ Millions) % of GDP 04 $879 7% 09 $1,054 7% 14 $1,416 8% 10 yr CAGR: GDP: 4.7% COMM Industry: 4.9% ($ Millions) $400 $300 $200 $100 ($ Millions) $300 $200 $100 ($ Millions) $200 $100 $165 $224 Targeted Media $ $152 $187 Traditional Media $ $ % $143 $159 20% 14% 11% share share share Source: VSS Communications Industry Forecast 2010

6 6 Communications Industry Growth Trends

7 Communications Spending vs. GDP Industry-wide spending on communications has well outpaced GDP 2% incremental annual growth due to expanding platforms and increasing consumer engagement (index exed to 100) Nominal GDP Communications Industry Spending vs. Nominal GDP Index Communications Industry Spending 35 Year CAGRs Comms. Spending +8.4% Nominal GDP +6.5% Time Spent with Media Index (indexed to 10 00) Time Spent with Consumer Media Per Person Time Spent with Consumer Media +0.5% 7 Source: VSS Communications Industry Forecast 2010, VSS Communications Industry Historical Database

8 Time Spent with Consumer Media Time Spent with Consumer Media: Hours per Person per Year 8 Source: VSS Communications Industry Forecast 2010, VSS Communications Industry Historical Database

9 Time Spent Online p250 Hours pe er Person per Year Time Spent Online with Consumer and Institutional Media Total Time Spent Online At Home and School At Work Time Spent Online 40% 4.0% of ftotal ltime Spent with Media Time Spent Online 10.5% of Total Time Spent with Media E *Internet and mobile use of traditional media (such as downloaded music, newspaper websites or info alerts, e-books, cable modems, online video of TV programs and internet radio) was included in the traditional media segment, not in pure-play internet or mobile content. Pure-play internet and mobile services includes telecommunications access (such as DSL and dial-up, but not cable modems), pure-play content (such as eharmony, GameSpy and MobiTV), and mobile instant messaging and alerts. Source: VSS Communications Industry Forecast 2010 Consumer Media Broadcast TV and Radio Cable & Satellite TV Pure-play Internet* Newspapers Recorded Music Out-of-Home Consumer Magazines Videogames Consumer Books Home Video and In- Flight Entertainment Pure-play Mobile Box Office Yellow Pages Educational Books Institutional Media Professional & Business Information Training & For-Profit Education Business to Business: Magazines Tradeshows, Conferences & Seminars E-media Business-related: s, instant messaging and text messaging Online and mobile search B-to-B e-commerce and m-commerce

10 Spending on Pure-Play Internet and Mobile Advertising Resilience in search spending and strong growth in video and social media offset declines in classifieds and display ($ billions) $50.0 $45.0 $40.0 $35.0 $30.0 $25.0 Pure-Play Internet and Mobile Advertising Spending Pure-Play Internet Advertising Pure-Play Mobile Advertising Total Pure-Play Internet and Mobile Advertising $20.0 $15.0 $10.0 $ Source: VSS Communications Industry Forecast 2010, VSS Communications Industry Historical Database

11 Consumer Media Spending & Industry Spend as a % of Disposable Income Consumer end-user media spending per household has grown rapidly since 1975 Consumer media spending now represents approximately 2% of disposable income $2,400 Consumer Media Spending per Household and as % of Disposable Income 2.3% ($ spent pe er household) $2,000 $1,600 $1,200 Consumer Media Spending as a % of Disposable Income Doubled in 35 years Consumer Media Spending $800 per Household ($) % 10x bigger in 2010 than it $400 was in % 2.0% 1.7% 1.4% (% of disposab ble income) E 0.5% 11 Source: VSS Communications Industry Forecast 2010, VSS Communications Industry Historical Database

12 Communications Spending by Industry Traditional Consumer Advertising has lost substantial market share Both Entertainment & BIS have expanded, while Education & Training has contracted as a % of total ($ millions) $1,200,000 $1,000,000 $800,000 Total Communications Spending by Industry Industry Sectors Traditional Consumer Ad Media Entertainment & Leisure Education & Training Business Information & Services % of Total: Relative Change 29% 13% -55% 11% 25% 227% $600,000 Marketing Targeted 31% 22% -29% $400,000 7% 16% 228% $200,000 8% 6% -25% E 14% 18% 128% 12 Source: VSS Communications Industry Forecast 2010, VSS Communications Industry Historical Database

13 VSS Communications Industry Forecast Please contact John Suhler at for more information about this presentation and for access to our newsletter More information about the VSS Communications Industry Forecast can be found at To order your copy today, visit As an industry research leader for over 25 years, VSS publishes and distributes various forecasts and reports highlighting hli hti trends and projections including the VSS Communications Industry Forecast and the VSS Communications Industry Historical Database This research informs not only investment decisions but enables performance monitoring of portfolio companies compared to peer groups 6 Industry Sectors 4 Revenue Streams 20 Segments 100 Sub-SegmentsSegments 395 Charts and Graphs 13

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