PRIME media.trends. Balancing Global and Local Perspectives in Global Media Analysis. Aberje Brazilian Corporate Communications Day, Berlin

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1 Balancing Global and Local Perspectives in Global Media Analysis Aberje Brazilian Corporate Communications Day, Berlin June 5, 2013

2 Contents Changing Media Landscape : A Global Perspective Media Landscape in Brazil Cross-Channel Metrics: A New Challenge

3 Changing Media Landscape Global Perspective Online news on the rise. Where did you get news yesterday? 75% Watched news on TV 50% Read a newspaper Listened to radio news 25% Got online / mobile news 0% Source: 2012 PEW RESEARCH CENTER, News Consumption Survey

4 Importance of Online Sources Germany Continuous growth of the internet usage. German adults spend in average 1,4 hours online per day. Average time online of adults from 14 years in hours per day [Germany] 2 h 1,2 h 1,3 h 1,3 h 1,4 h 1 h 0,8 h 0,7 h 0,8 h 0,8 h 0,9 h 1,0 h 0,6 h 0,4 h 0,3 h 0 h Sources: ARD/ZDF Onlinestudie 2012

5 Importance of Online Sources Germany Within the last 15 years, the internet became omnipresent ,5% of adults use the internet at least occasionally ,1% of adults use the internet at least occasionally ,7% of adults use the internet at least occasionally 75,9% of adults use the internet at least occasionally Sources: ARD/ZDF Onlinestudie 2012

6 Digital Natives Germany Digital Natives grow up with the internet % of teenagers between 14 and 19 years old use at least occasionally the internet. Sources: ARD/ZDF Onlinestudie 2012

7 Mobile Internet Germany Smartphones, tablet computers and ultra fast mobile internet connections are changing the game % of adults use the internet via mobile phones % of adults use the internet via mobile phones % of adults use the internet via mobile phones Sources: ARD/ZDF Onlinestudie 2012

8 The Raise of Twitter Global Trends Twitter has exploded as a platform in the past three years. 50 million tweets per day February 2010 More than 140 million tweets per day March million tweets a day or more than one billion tweets every three days March 2012 Sources: Twitter

9 The Raise of Facebook Global Trends Nearly one in every seven humans on earth is an active Facebook user. Facebook reached 500 million active users in July As of April 2012, Facebook had 901 million active users. Sources: Facebook

10 The Raise of YouTube Global Trends Seventy-two hours of video are uploaded to YouTube every minute. YouTube exceeds 2 billion views a day in May May2010 That number increased by 50% to 3 billion views a day in May May 2011 As of May 2012, more than 4 billion were viewed a day and more than 800 Million unique users visit YouTube each month. May 2012 Sources: YouTube

11 Reputation Management: Two ways of communication is changing the game Increasing influence of the social media users on the journalists. Journalists Journalistic Sources Professional News Selection News Reputation Personal News Personal News Selections My World My Sources Social Media User

12 Contents Changing Media Landscape : A Global Perspective Media Landscape in Brazil Cross-Channel Metrics: A New Challenge

13 Media Landscape in Brazil Internet access continuously increases, particularly in the Southeast region of Brazil, with an increase of 45% of the population with internet access from 2005 to Internet access in the home by region in Brazil shown in percent of total homes with access. 60% Southeast 50% 40% South Central East North Northeast 30% 20% 10% 0% Internet Access in the home by region, percent of total homes. Source: Pesquisa TIC Domicílios e Empresas 2011.

14 Millions Media Landscape in Brazil Online media growth with increased internet access in Brazil. Brazil internet users in millions. Internet access increasing in Brazil From 2009 to 2012, number of people with internet access at home has increased by 16 million Brazil spends most time on internet in Latin America Brazilians spend 27 hours per month online on desktop computers. This is the largest average among eight countries in Latin America studied home work Source: IBOPE net ratings

15 CASE STUDY: São Paulo Auto Show 2012 Defining an opinion-leading media sample for media analysis. Global study of 19 countries for automotive industry Based on top 150 media outlets of each country 50 selected for A-level markets; 30 selected for B-level markets Key media selected to ensure 72% of all possible media reach Market-specific factors Modernize the media set ensuring key print, TV and online media Selections differs along with the market specific user behavior (USA for social media) National vs. regional publications All national media included because of outstanding journalistic importance and/or quality Key regional papers are included

16 CASE STUDY: São Paulo Auto Show 2012 Brazil Top Automotive Industry outlets. Top 15 media outlets of Brazil Automotive Industry based on media impact. Quatro Rodas O Estado de São Paulo Auto Esporte A Folha de São Paulo Zero Hora abril.com.br Car and driver [BR] O Globo revistaautoesporte.globo.com A Tribuna [BR] Correio do Povo (RS) SBT - Vrum Carros carros.uol.com.br quatrorodas.abril.com.br 0% 5% 10% 15% 20% Universe Market(s) Period Measurement Automotive product + corporate coverage Brazil 2012 Media Visibility [% Share of Voice]

17 CASE STUDY: São Paulo Auto Show 2012 Top models by media type during São Paulo Auto Show Print Top 20 Models TV Top 20 Models Online Top 20 Models Chevrolet Ônix Dodge Durango Renault Clio Chevrolet Trailblazer Peugeot 208 Ford Fusion VW Taigun JAC J2 VW Gol VW Fusca (Beetle) Citroën DS5 MB SLS AMG GT VW Amarok Peugeot 308 CC LR Range Rover Vogue Citroën Survolt Hyundai i30 Ford Fiesta Ferrari 458 Audi S5 Audi R8 GT Audi R8 GT Spyder Ferrari 458 Renault Captur Porsche Boxster Porsche 911 Carrera Porsche Cayenne Audi A8 Ford Fusion Hyundai HB20 Mitsubishi i Miev Nissan Extrem Concept Renault Fluence Honda AC-X Porsche 911 Carrera S Peugeot 308 Mitsubishi Outlander Fiat 500 Audi A6 Citroën Survolt Chevrolet Ônix VW Taigun Subaru Impreza JAC J2 Kia Cerato Renault Clio Haima 3 Haima 2 Jaguar F-type Renault Fluence BMW 650i Gran Coupé Kia Quoris Mitsubishi ASX VW Gol Chevrolet Trailblazer LR Range Rover Vogue Fiat 500 Peugeot 208 Dodge Durango Ford Fiesta 0% 5% 10% 15% 20% 0% 5% 10% 15% 20% 0% 5% 10% 15% 20% Universe Market(s) Period Measurement All Product coverage of SP Auto Show Brazil Press days: Oct Media Visibility [% Share of Voice]

18 Media Landscape in Brazil CONCLUSION: While TV and Print are still important outlets in Brazil, increasing internet access leads to increased online media. Media sample includes all media types, representing majority of audience Media landscape in Brazil influences media sample for São Paulo Auto Show Online media increase in Brazil reflects a global trend Social media usage increases among younger audiences. Based on global trends, will continue to increase. Media outlets and types vary by market Some market media samples include more social media, others more TV Brazil automotive market highly influenced by magazine publications, including online versions

19 Contents Changing Media Landscape : A Global Perspective Media Landscape in Brazil Cross-Channel Metrics: A New Challenge

20 Media Metrics Consistent metric across media and markets. Media impact metric across media Circulation, impressions, reach, tweets, contacts, audience PRIME uses a single metric across all media types, allowing for comparison among different media Universal metric crosses country borders PRIME Research uses the same metric in every country, allowing for comparable results Global companies use PRIME to compare different markets Within specific countries, metrics that have been tried and tested prove valuable

21 Media Metrics Breaking down an article for detailed analysis

22 Media Metrics Media impact metric used in traditional media. Media Impact A qualified audience metric that represents the probable number of individuals exposed to the content, influenced by: 1. Reach of the media 2. Size and positioning of news item within the media 3. Prominence and frequency of statements Audience of MEDIA Audience of STORY Audience of STATEMENTS {probability to see} MEDIA IMPACT Tone 7 point-scale from -3 (very negative) to +3 (very positive) Tonality is weighted by media impact and presented in one of two ways: 1. As an average score along the 7-point scale 2. As an aggregated grouping of positive, factual, negative or mixed very positive, incl. superlative positive, without caveats positive, with caveats ambivalent, (positive/negative) negative, with caveats negative, without caveats very negative, incl. superlative

23 Media Metrics Traditional media impact score applied to social media. Activity.Score Measures the number of tweets / the amount of conversations on a topic and within a given time frame. How much conversation is going on? Impact.Score Measures the exposure to the conversation 100% comparable to the Message Contacts model used in traditional media How many people does it reach? Influencer.Score Who is being reached by the conversation: Influentials vs. noninfluentials Who does it reach?

24 Exposure Volume Media Metrics PRIME s universal key metrics overview. Who says what to whom Communicator 1 Content 2 Reactions active recipients 3 4 Impact Primary Reach Impact Secondary Reach Primary Metric Output Print TV Online (incl. Blogs, Portals) Forums Twitter Facebook YouTube 1 Message.Score # Articles # Shows # Articles/Posts # Threads # Tweets # Wallposts # Videos 2 Engagement.Score / / # Reactions (e.g. # Tweets + # Shares + # Comments + # Likes + #Reader Comments) # Reactions (e.g. Thread-Answers, Thanks) # Reactions (# Re-Tweets, likes, comments) # Reactions (# Comments + # Likes + # Shares) # Reactions (# Comments + # Likes & Dislikes + # FB Shares + # Twitter Links) 1.) + 2.) = Activity.Score Activity.Score Activity.Score Activity.Score Activity.Score Activity.Score Activity.Score Activity.Score 3 Primary Impact.Score Message.Contacts TV Reach Message.Contacts Threadviews # Follower / 100 # Fans or Friends / 10 # Views 4 Secondary Impact.Score / / # Reactions Weighted / Re-Tweets *486 Engagement.Scor e * 130 # Reactions Weighted Tweets * 486 Tweets * 486 Shares * 130 Shares * 130 Comments * 130 Likes * ) + 4.) = impact.score impact.score impact.score impact.score impact.score impact.score impact.score

25 Media Metrics Combining traditional and social media with Media Impact Share of Coverage Coverage negative somewhat critical less positive positive very positive superl Latin America Traditional Social Asia Pacific Social Comp Africa Europe Middle East Canada USA World/Unable to determine 0% 20% 40% 60% -1,2-0,8-0,4 0 0,4 0,8 1,2 1,6 2 2,4 Universe Market(s) Period Measurement All MA coverage NA, LAC, AP, MEA, EU 03/ /2012 Number of Mentions Tone

26

27 APPENDIX Contact PRIME Research Centers Worldwide PRIME Research is a global leader in strategic communication research, making positive contributions at over 500 companies and brands around the globe. One hundred project managers and 600 analysts in ten research centers and offices in the Americas, Europe and Asia/Pacific constantly monitor, analyze and consult on communication trends in 15 business sectors in more than 35 markets around the globe. North America South America Europe Asia/Pacific PRIME North America 213 S. Ashley Street Ann Arbor MI U.S.A. P: PRIME Brazil Rua Verbo Divino, 1488 São Paulo, SP Brazil T: PRIME Europe Kaiserstrasse Mainz Germany P: +49 (0) PRIME Asia-Pacific Rm.306, Bldg. 2, Lujiazui Software Park, No.100, Lane 91, E shan Rd. Pudong, Shanghai , China P +86(0) PRIME New York 60 East 42nd Street New York, NY U.S.A. P: PRIME Chicago 916 Peale Avenue Park Ridge, Il U.S.A. P: PRIME Latin America Tomás de Tezanos Montevideo CP11300 Uruguay T: PRIME Switzerland Seefeldstr Zurich Switzerland P: + 41 (0) PRIME UK 58, St. Aldates Oxford, OX1 1ST Great Britain P: +44 (0) PRIME India German Centre, Building 9B DLF Cyber City, Phase III Delhi-Gurgaon India P: +91 (0)

28 APPENDIX Contact PRIME Presenters Contact Dr. Rainer Mathes President Thank you! Obrigado! Angela Dwyer Senior Project Manager T: Danke sehr!

29 APPENDIX São Paulo Auto Show Brazil core media set for automotive industry. Newspapers Reach Auto Magazines Reach SuperNotícias (MG) 857,000 Quatro Rodas 1,022,360 Folha de São Paulo 741,000 Auto Esporte 403,200 O Globo (RJ) 664,850 Car And Driver 253,000 O Estado de S. Paulo 664,850 Motor Show 166,023 Zero Hora 470,000 Carros 125,000 Correio do Povo 379,000 4x4 & Cia 108,000 Metro 375,000 Car 70,200 Destak 374,000 Agora São Paulo 240,000 Online Reach Estado de Minas 204,000 ig.com.br 288,813 A Tribuna (ES) 189,000 carroonline.terra.com.br 162,598 O Dia 177,000 abril.com.br 134,691 Correio Braziliense 172,000 carros.uol.com.br 133,073 Correio da Bahia 151,000 revistaautoesporte.globo.com 116,481 Valor Econômico 147,000 g1.globo.com 44,897 Gazeta do Povo (Curitiba) 107,000 carros.ig.com.br 31,487 Jornal do Commercio (PE) 104,000 br.autos.yahoo.com 25,884 Diário de São Paulo 95,000 caranddriverbrasil.uol.com.br 16,498 O Popular 79,000 noticias.br.msn.com/economia 12,779 quatrorodas.abril.com.br 11,224 Lifestyle Magazines Reach noticiasautomotivas.com.br 9,699 Veja 4,390,000 noticias.r7.com/carros 8,476 Época 1,653,600 carplace.virgula.uol.com.br 2,128 IstoÉ 1,376,000 Playboy 845,116 TV Reach Exame 730,856 BAND - Auto 332,000 Istoé Dinheiro 263,200 SBT - Vrum 134,000 Status 190,000 Carta Capital 127,000 GQ 125,112 Revista Wish 124,800 Alfa 112,320 America Economia 74,880

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