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Ranking of investment per Advertiser Top 10 2012 Advertiser % Share of investment per Media 65% Modelo Continente Hipermercados SA 221.647.579 4% +8,5% Portugal Telecom 137.895.150 3% +28,0% Unilever-JM 135.754.756 3% -3,1% L'Oreal - Portugal Lda 127.451.606 3% -2,9% Procter & Gamble 121.779.586 2% -11,3% ITMI Norte Sul Portugal SA 91.354.074 2% +64,4% 83% Zon Multimedia 87.551.434 2% +12,4% 85% TMN 83.467.295 2% + 6,9% Optimus Telecomunicações SA 77.786.120 2% -3,0% Theralab Lda 77.409.156 2% +15478% 3.788.013.522 77% -4,3% Others Advertisers Total 4.950.110.279-0,4% All Market Top Areas Top 10 Adv 85% 70% 80% 98% 87% 56% 90% 0% ma 20% 40% 60% 80% 100% TV
Ranking of investment per sector Top 10 2012 Sector % Commerce 678.023.859 14% +6,3% Personal Hygiene 515.371.004 10% -6,0% Automotive Industry 416.255.016 8% -15,4% 399.920.877 8% +1,4% Food Industry 389.511.017 8% -19,2% Leisure and Cultural Articles and Services 312.731.932 6% + 17,9% Pharmaceutical Industry 309.504.038 6% -22,9% Banks and Other Financial and Monetary Institutions 248.154.970 5% + 14,9% Beverages 175.159.410 4% -6,2% 81% Home Hygiene 150.888.716 3% -16,3% 81% Others Sectors 1.354.589.439 27% + 3,1% Total 4.950.110.279 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
Evolution of advertising investment 100% 6.000.000.000 90% All Market Top Areas Top 10 Adv 5.000.000.000 80% 70% 69,1% 75,2% 75,4% 60% 4.000.000.000 50% 3.000.000.000 40% 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% 2010 2011 2012 0% ma 2.000.000.000 1.000.000.000 0 TV Total Investment
Rat% 14,0 Free to Air Pay s 12,0 10,0 8,0 6,0 4,0 2,0 0,0 2010 2011 2012 Free to air Pay TV
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 4-14 7,6% 15-24 10,1% 25-34 11,4% 35-44 12,9% Region Norte 36,4% Centro 29,7% Lisboa 23,2% Alentejo Algarve 7,6% 45-54 14,1% 3,1% 55-64 15,9% 65-74 16,1% SIC RTP1 > 75 11,9% RTP2 Free to Air Pay s
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 4-14 14,7% 15-24 13,9% 25-34 18,0% 35-44 15,1% Region Norte 30,8% Centro 22,0% Lisboa 34,0% Alentejo Algarve 9,2% 4,0% 45-54 14,1% Disney Channel AXN SIC Notícias TV Record TVI24 55-64 12,1% 65-74 9,0% > 75 3,2% Hollywood Panda Fox RTP Informação SIC Mulher Free to Air Pay s
Type of publication Daily Newspapers Weekly Newspapers General Information 7 2 Regionals 6 8 Sports/ Vehicles 3 Monthly/ Biweekly Newspapers Magazines Total 1 15 25 1 1 16 11 14 12 12 9 10 3 8 8 8 4 6 6 6 5 6 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 1 1 107 144 Feminines/ Fashion 1 Health/ Education Economics 3 1 1 Leisure 2 Sectorial Culinary 1 Culture/ Performance Total 19 14 4 Type Circulation
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 15-17 4,3% 18-24 14,1% 25-34 21,7% 35-44 19,6% 45-54 15,9% 55-64 11,9% Litoral Norte 19,1% Litoral Centro 16,6% Grande Porto 12,3% Grande Lisboa 22.2% Sul Region Interior Norte 18,9% 11,0% + 65 12,5%
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 + 65 15/17 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 15-17 3,2% 18-24 13,9% 25-34 22,9% 35-44 19,8% 45-54 15,9% 55-64 12,0% 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% + 65 12,3% Type Circulation
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 + 65 15/17 Masc. 48,7% Fem. 51,3% Social status A 7,2% B 15,1% C1 29,4% C2 31,3% D 17,0% Age 15-17 4,2% 18-24 13,9% 25-34 22,6% 35-44 20,3% 45-54 16,0% 55-64 11,6% 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% + 65 11,4%
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 123.915 74.709 56.256 98.354 23.891 32.111 29.332 78.508 73.646 14.593 10.559 29.931 6.224 16.343 9.698 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 3,0 123.915 139.000 123.915 123.915 91.293 155.534 190.718 120.000 74.035 112.370 98.354 35.752 67.377 70.904 125.664 98.354 75.786 22.827 57.714 18.529 Type Circulation
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
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 + 64 15/17 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 15-17 2,8% 18-24 13,5% 25-34 25,4% 35-44 22,7% 45-54 15,3% 55-64 10,1% Litoral Norte 20,5% Litoral Centro 16,2% Grande Porto 12,2% Grande Lisboa 21,1% Sul Region Interior Norte 19,2% 10,8% + 65 10,3%
Outdoor 100,0% 90,0% 80,0% 70,0% 4,4% 4,6% 4,5% 3,8% 4,5% 5,4% 6,1% 350.000.000 4,4% 4,8% 5,9% 5,2% 6,0% 6,0% 6,1% 6,4% 17,0% 13,2% 300.000.000 250.000.000 17,4% 60,0% 200.000.000 50,0% 150.000.000 40,0% 30,0% 58,3% 59,3% 56,7% 100.000.000 20,0% 50.000.000 10,0% 0,0% 0 2010 2011 2012 Mupis Billboards Transports ATM/Animated panels Others Shopping Centers Masters Total Investment Support Total Billboards 2.574 Masters 2.142 Mupis 39.497 Shopping Centers Transports 1.282 2.504 Others 644
ma 35.000.000 30.000.000 25.000.000 20.000.000 15.000.000 10.000.000 5.000.000 0 2010 2011 nr. of spectators 2012 Investment
users 6.000.000 80,0% 5.223.000 5.000.000 70,0% 4.905.000 4.749.000 62,8% 4.000.000 60,0% 59,0% 57,1% 50,0% 3.000.000 40,0% 30,0% 2.000.000 20,0% 1.000.000 10,0% 0 0,0% 2010 2011 2012 by computer by mobile phone by game console by tablet by TV users % of resident population Users Ranking
2012 Méd Baixa Masc. Baixa 3.000,0 Fem. 15-17 2.500,0 2.000,0 Méd 18-24 1.500,0 Méd Alta 25-34 1.000,0 500,0 Alta 35-44 0,0 Sul 45-54 Int Norte 55-64 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 15-17 7,0% 18-24 19,5% 25-34 26,6% 35-44 21,3% 45-54 13,8% 55-64 7,7% 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% + 64 4,1% Users Ranking
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
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