PRESENTATION. - Marketing Division. October 2003

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1 1 PRESENTATION October 2003

2 TABLE OF CONTENTS 2 THE ITALIAN ADVERTISING MARKET RCS PRESS PORTFOLIO

3 SOURCES 3 AdEx NIELSEN AUDIPRESS SPRING 2003 ADS

4 4 THE ITALIAN ADVERTISING MARKET

5 ITALIAN MARKET CHARACTERISTICS 5 Italian Publishers do not sell directly their advertising spaces and are supported by sales-houses (Regie). Only the largest Publishers (ex. RCS) have their own sales-house within their structure. There are only a few restrictions affecting advertising. These refer mainly to cigarettes and pornography.

6 ADVERTISING TRENDS : TOTAL EXPENDITURES (clients net) (million Euro) (-1,4%) (0,2%) (5,9%) (8%) (10,7%) (11,2%) (12,3%) (16,5%) (-3,2%) (-3,5%) 1 st semester (-2,1%) Source: AdEx Nielsen

7 ADVERTISING TRENDS: TEN YEARS EXPENDITURES BY MEDIUM (clients net) (million Euro) Newspaper Magazines Tv Radio Outdoor Cinema Source: AdEx Nielsen

8 ADVERTISING EXPENDITURES BY SINGLE MEDIUM IN ITALY: RADIO 3,8% OUTDOOR 2,4% CINEMA 1,0% NEWSPAPER 23,8% Press 39.4% TV 53,3% MAGAZINES 15,6% Source: AdEx Nielsen

9 ALL MEDIA - NET AD EXPENDITURES THE TOP TEN INDUSTRIES IN 2002 (million Euro) 9 Food Automotive 777 Beverage 532 Tlc Fashion Media Toiletries Cosmetics Furnishing Household Source: AdEx Nielsen

10 ALL MEDIA - NET AD EXPENDITURES THE TOP TEN INDUSTRIES - 1st semester 2003 (million Euro) 10 Food Automotive Beverage Tlc Fashion Media Toiletries Cosmetics Furnishing Household Source: AdEx Nielsen

11 PRINT MEDIA - NET AD EXPENDITURES THE TOP TEN INDUSTRIES IN 2002 (million Euro) 11 FASHION AUTOMOTIVE FURNISHING COSMETICS FINANCE GDO FOOD PROF.SERVICE ACCESSORIES TRAVEL Source: AdEx Nielsen

12 PRINT MEDIA - NET AD EXPENDITURES THE TOP TEN INDUSTRIES - 1st semester 2003 (million Euro) 12 AUTOMOTIVE FASHION FURNISHING 83 COSMETICS 74 GDO 55 TRAVEL FOOD TLC PROF.SERVICE FINANCE Source: AdEx Nielsen

13 ADV. MARKET SHARES PRINT MEDIA All Others 23,9% 24 Ore System 6,1% Manzoni 19,1% RCS* 21,3% PK 10,1% Rusconi 5,1% Mondadori 14,3% * Rcs Pubblicità, Cairo, Prs Source: internal evaluation

14 TRENDS IN THE FOUR LARGEST PAPERS - ADVERTISING SPACES CORRIERE DELLA SERA LA REPUBBLICA IL SOLE 24 ORE GAZZETTA DELLO SPORT La Repubblica module 42x21 mm Il Corriere della Sera 41 x 43 mm; maximun nbr. of pages 48 Source: AdEx Nielsen

15 TRENDS IN THE FOUR LARGEST PAPERS - ADVERTISING SPACES CORRIERE DELLA SERA LA REPUBBLICA IL SOLE 24 ORE GAZZETTA DELLO SPORT 1st sem st sem 2003 La Repubblica module 42x21 mm Il Corriere della Sera 41 x 43 mm; maximun nbr. of pages 48 Source: AdEx Nielsen

16 TOP 5 INDUSTRIES AD EXPENDITURES SHARES ON THE TOTAL NEWSPAPERS MARKET 1ST SEM AUTOMOTIVE 24% GDO FINANCE 9% 11% 58% On total daily papers PROF.SERV. 8% TLC 7% Source: AdEx Nielsen

17 TOP 5 INDUSTRIES AD EXPENDITURES SHARES IN THE FOUR LARGEST PAPERS Quota sul totale degli investimenti raccolti da ogni testata 1ST SEM % 32% AUTOMOTIVE 20% GDO FINANCE 4% 12% 12% 6% 7% 7% 7% 7% 5% 6% 3% 0% 32% PROF.SERV. TLC 4% 14% 3% 2% Corriere della Sera Repubblica Sole 24 Ore La Gazzetta dello Sport 49% 55% 52% 55% Incidenza complessiva dei top spender sul fatturato di ciascuna testata Source: AdEx Nielsen

18 TOP 5 INDUSTRIES OF THE FOUR LARGEST PAPERS AD EXPENDITURES SHARES 1ST SEM 2003 Il Corriere della Sera share AUTOMOTIVE 27% FASHION 10% TLC 7% TRAVEL 7% FINANCE 6% La Repubblica share AUTOMOTIVE 29% FASHION 12% MEDIA/EDITORIA 8% TLC 7% FINANCE 6% 18 AUTOMOTIVE AUTOMOTIVE FASHION FASHION TLC MEDIA TRAVEL TLC FINANCE FINANCE Il Sole 24 Ore share AUTOMOTIVE 23% FINANCE 14% PROF.SERV. 13% INFORMATICS 12% TLC 8% AUTOMOTIVE La Gazzetta dello Sport share AUTOMOTIVE 32% TLC 14% MOTORCYCLES 10% FASHION 6% BEVERAGES 4% AUTOMOTIVE FINANCE TLC PROF.SERV. MOTORCYCLES INFORMATICS FASHION TLC BEVERAGES Source: AdEx Nielsen

19 DAILY NEWSPAPERS (JAN-AUG 2003) 19 REPUBBLICA 28% SOLE 23% SHARE OF AD. PAGES CORRIERE 30% GAZZETTA 19% READERSHIP CIRCULATION CORRIERE GAZZETTA SOLE REPUBBLICA READERSHIP ON QUALIFIED TARGET GROUP MEN AB, INCOME >2401 euro INCOME >3851 euro CORRIERE REPUBBLICA CIRCULATION READERSHIP REPUBBLICA 29% CORRIERE 32% REPUBBLICA 27% CORRIERE 27% SOLE 19% GAZZETTA 20% SOLE 12% GAZZETTA 34% Source: Nielsen - Display Advertising Only Audipress Primavera 2003 ADS 2002

20 DAILY PAPERS: COVERAGE AND READERSHIP 20 MEN AB, INCOME >2401 euro INCOME >3851 euro TITLE: READERS % cov. READERS % cov. READERS % cov. CORRIERE DELLA SERA ,68% ,52% ,49% LA REPUBBLICA ,50% ,77% ,74% GAZZETTA DELLO SPORT ,85% ,93% ,40% IL SOLE 24 ORE ,35% ,57% ,47% Audipress Spring 2003

21 NEWSMAGAZINES AND DAILY SUPPLEMENTS (JAN-AUG 2003) 21 SHARE OF AD. PAGES PANORAMA 35% SETTE 18% IL VENERDI 22% ESPRESSO 25% READERSHIP CIRCULATION SETTE IL VENERDI PANORAMA ESPRESSO CIRCULATION READERSHIP SETTE 29% IL VENERDI 28% SETTE 19% IL VENERDI 28% PANORAMA 25% ESPRESSO 18% PANORAMA 31% ESPRESSO 22% Source: Nielsen - Display Advertising Only Audipress Primavera 2003 ADS 2002

22 WOMEN S NEWSMAGAZINE AND DAILY SUPPLEMENTS (JAN-AUG 2003) 22 SHARE OF AD. PAGES IO DONNA 54% D REPUBBL. DONNE 46% READERSHIP CIRCULATION IO DONNA D CIRCULATION READERSHIP IO DONNA 54% D REPUBBL. DONNE 46% IO DONNA 59% D REPUBBL. DONNE 41% Source: Nielsen - Display Advertising Only Audipress Primavera 2003 ADS 2002

23 WOMEN S WEEKLY (JAN-AUG 2003) 23 SHARE OF AD. PAGES GRAZIA 22% GIOIA 23% ANNA 24% DONNA MODERNA 31% READERSHIP CIRCULATION ANNA GRAZIA GIOIA DONNA MODERNA CIRCULATION READERSHIP GRAZIA 18% ANNA 21% GRAZIA 18% ANNA 16% GIOIA 19% DONNA MODERNA 42% GIOIA 18% DONNA MODERNA 48% Source: Nielsen - Display Advertising Only Audipress Primavera 2003 ADS 2002

24 WOMEN S MONTHLY (JAN-AUG 2003) 24 SHARE OF AD. PAGES ELLE 28% AMICA 21% MARIE CLAIRE 29% FLAIR 22% *Amica e Flair: not published in january 2003 Fonte Media Mobile Source: Panel edit sept-03 August 02 - July 03 AMICA * Elle Marie Claire Flair * AMICA e FLAIR dalla data di nascita Source: Panel Editore Source: Nielsen - Display Advertising Only Audipress Primavera 2003 ADS 2002

25 TREND AND LIFESTYLE MONTHLY (JAN-AUG 2003) 25 SHARE OF AD. PAGES MEN'S HEALTH 24% MAXIM 9% GQ 36% MAX 31% READERSHIP CIRCULATION MAX GQ MAXIM MEN'S HEALTH CIRCULATION READERSHIP MAXIM 9% MAX 26% MEN'S HEALTH 27% MAX 45% MEN'S HEALTH 38% GQ 27% GQ 28% Source: Nielsen - Display Advertising Only Audipress Primavera 2003 ADS 2002

26 26 READERSHIP AND CIRCULATION

27 DAILY NEWSPAPERS 27 Readership Circulation Corriere della Sera Gazzetta dello Sport LEADERS L'Unione Sarda TABLOID SUPPLEMENTS Circulation Corriere Salute (Sundays) National Corriere Economia (Mondays) National Corriere Lavoro (Fridays) National ViviMilano (Wednesdays) Local Trovocasa (Wednesday) Local Source: Circulation - ADS 2002 Readership - Audipress Spring 2003

28 CORRIERE DELLA SERA: THE LOCAL SECTIONS 28 Circulation Corriere Milano Corriere Roma Corriere del Mezzogiorno (Campania and Puglia) Corriere Veneto NOVEMBER 2002 CORRIERE DEL VENETO: THE LATEST DEVELOPMENT The authoritativness of Corriere della Sera in the new Veneto section Editor s statement for Ads 2002

29 FREE PRESS 29 Circulation City Milano City Bologna City Firenze City Napoli City Roma City Bari City Padova SELECTED METROPOLITAN TARGET CITY NETWORK: COPIES Editor s statement

30 WOMEN S MAGAZINES 30 Readership Circulation Weekly IO DONNA Weekly ANNA Monthly AMICA* Source: Circulation - ADS 2002 Readership - Audipress Spring 2003 *ADS august.2002 july 2003

31 NEWS AND ECONOMIC MAGAZINES Readership Circulation 31 Weekly SETTE Monthly MAX Weekly IL MONDO Weekly SPORTWEEK Source: Circulation - ADS 2002 Readership - Audipress Spring 2003

32 FAMILY MAGAZINES 32 Readership Circulation Weekly OGGI Weekly TV SETTE Weekly VISTO Weekly NOVELLA SUMMER PEAK* COPIES Source: Circulation - ADS 2002 Readership - Audipress Spring 2003 * July and August

33 SPECIAL INTEREST 33 Readership Circulation Monthly DOVE Monthly CARNET Monthly VIE DEL GUSTO* Source: Circulation - ADS 2002 Readership - Audipress Spring 2003 *Readership: mediation between Verde Oggi and Vie del Gusto *Circulation: editor s statement

34 SPECIAL INTEREST 34 Readership Circulation Monthly BRAVACASA Monthly CASAMICA Monthly SALVE Source: Circulation - ADS 2002 Readership - Audipress Spring 2003

35 SINOTTICA DI EURISKO 35 This is an integrated system that generates information on socio-cultural trends and behaviour of Italians. The information is acquired using standard analytical tools (e.g. Lifestyles, the Big Map) and ad hoc methodologies designed to respond to specific client problems. Sinottica is a psychographic survey, first conducted by Eurisko over 20 years ago. OBJECTIVES It is a single-source survey on: individuals (characteristics, values, behaviours, styles) what they consume (over 350 products/goods/ services and relative brands) their exposure to the media (all media are covered). Sinottica can therefore offer such services as: analysis of positioning of own products/brands vs. competition; design of main target for future media planning activities; analysis of media exposure of targets; monitoring of developments in competitive products, and identifying new business opportunities; scenario analysis. METHODOLOGY 10,000 face-to-face, in-home interviews are conducted annually. Fieldwork is divided into two deseasonalised waves per year. The reference universe is comprised of individuals (male and female) aged 14 and over. As well as conventional statistical tables, Sinottica offers sophisticated and effective analytical tools to interpret the cultural and consumption rationales underlying any segment of the market (positioning maps).

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