Today‘s media surfing audiences are no longer the faithful and loving partners they once were! In order to engage citizens of the digital era it takes more than sweet talk. Bryan Segal, Vice President, Sales - comScore Inc. reveals where the Millennials, Generation X, Baby Boomers and Matures are spending their time and their money.

1. Online is the New Primetime

2. The Internet is a massive, rapidly
growing medium
■ Almost 24 million Canadians age 2+ online in a month, spending
an average of 46 hours online per person*
■ 94% of online population perform search in a month,
conducting 33 searches per searcher**
■ 85% of online population stream a video, viewing an average of
120 videos per viewer per month***
■ 85% of online population visit a social networking site, spending 6
hours per month per visitor*
■ 63% of online population visit a blog site in a month*
* March 2008, comScore Inc. Canada, Media Metrix, All Locations
** March 2008, comScore Inc. Canada, qSearch 2.0, All Locations
*** January 2008, comScore Inc. Canada, Video Metrix, All Locations
Proprietary and Confidential Do not distribute without written permission from comScore

3. There is Rapid Growth of Online Reach
of Canadians
Online Reach Total Unique Visitors Canadian Population
100%
90%
37000
80%
Total Unique Visitors/ Total Population
32000
70%
Online Reach in Canada
60%
27000
50%
40%
22000
30%
Total Unique Visitors Online 20%
17000 Grew by 66% and Online reach
by 22% from 2001 - 2008 10%
12000 0%
2001 2002 2003 2004 2005 2006 2007 2008
Source: comScore Media Metrix, (Persons 2+ Canada), All Locations, 2001-August 2008
Source: Statistics Canada Population Estimates
Proprietary and Confidential Do not distribute without written permission from comScore

4. 4
Proprietary and Confidential Do not distribute without written permission from comScore

5. Canadians Heavily Engaged Online
Canadians are #1 in Average Usage Days,
Average Minutes and Average Pages per Visitor
June 2008
Average Usage
Average Minutes Average Pages per
Days per
Unique Visitors
Location per Visitor Visitor
Visitor
(000)
World-Wide 860,514 16.2 1,406.2 2,382
United States 163,127 21.7 1,784.2 2,718
United Kingdom 34,860 20.3 1,712.7 2,836
France 31,463 17.0 1,396.6 2,544
Canada 21,623 25.2 2,365.5 3,949
Source: comScore Media Metrix, Worldwide, Persons 15+, All Locations, June ‘08
Proprietary and Confidential Do not distribute without written permission from comScore

6. Time Spent: Age Group Trend
Adults 18-24
Share of Weekly Minutes Per Capita 25-34
Total Canada
35-54
Age Breaks 25-34 Share
18-24 Share
55+
2001 2006
2001 2006
Weekly Time
TV Spent
32% 29%
32% 28%
RADIO 34% 28%
30% 24% Minutes Per Capita
INTERNET 20% 32%
25% 37% (Minutes indexed to 2001)
NEWSPAPER NADBANK
7% 6%
6% 6%
MAGAZINE 6% 5%
6% 6%
TOTAL 100% 100%
100% 100%
962 (159) 1,000
35-54 Share 55+ Share 800
793 (172)
2001 2006 2001 2006 600
519 (160) 400
TV 34% 32% 40% 39% 200
282 (197)
RADIO 35% 32% 29% 26% 0
INTERNET 15% 22% 6% 11%
2001
2002
2003
2004
2005
2006
NEWSPAPER 10% 8% 14% 13%
MAGAZINE 7% 6% 12% 11%
TOTAL 100% 100% 100% 100%
Base: Adults 18+, Total Canada
Source: NADbank result of IAB Syndicated Study Review
Proprietary and Confidential Do not distribute without written permission from comScore

7. Internet’s reach exceeds TV’s from 7 am to 8 pm
45
40
Internet
35
% People 15+ Using Medium
30
25
20 TV
Internet
15
TV
10
5
0
Source: National People Meter, comScore Media Metrix 2007
7
Proprietary and Confidential Do not distribute without written permission from comScore

8. The Internet is the 3rd most used medium
with the highest growth in time spent
Magazine Time Spent on
Internet +65%
Newspaper
2001
Internet
2006
Radio
Television
0 100 200 300 400 500 600 700 800 900
Source: Result for IAB Syndicated Studies featuring NADbank data Weekly
Minutes/Per Capita
8
Proprietary and Confidential Do not distribute without written permission from comScore

9. Canadian Online Market is Still Untapped
Dollars Spent still catching up to Time Spent
Television
% time
Newspaper
consumers
spend with each
22
Online medium (1)
%
7%
% of advertising
dollars spent on
Magazine
each medium (2)
Radio
0 10 20 30 40
Source: (1) PMB 2005, Nadbank 2005, BBM Radio RTS, ComScore; Percentage of total media consumption: Persons 2+
(2) Media Digest 06/07 Percentage of total dollars; based on 2005 spend
Proprietary and Confidential Do not distribute without written permission from comScore

10. Growth of
Online Video
Consumption
Proprietary and Confidential Do not distribute without written permission from comScore

11. Online Video Around the World
June 2008
Total Unique
Viewers %Reach (Web Videos per Minutes per
Location
(000) Pop.) Viewer Viewer
United States 147,083 77.85 84.4 231.8
United Kingdom 28,550 80.18 135.0 442.0
Canada 20,841 86.68 144.9 525.7
France 24,024 74.55 81.0 329.1
Germany 25,958 73.23 117.6 505.0
Source: comScore Inc, Worldwide August’08, All Locations,
Proprietary and Confidential Do not distribute without written permission from comScore

12. Canadian Video Profile
Video Profile:
65+
Total Unique Viewers: 20,814,205
Video Reach of Online Pop.: 87%
Total Videos: 3,015,394,817 55-64
Videos per Viewer: 144.9
Minutes per Viewer: 525.7
Total Minutes: 10,941,647,000 45-54
35-44
Males
Females
25-34
Females
Males
49%
51%
18-24
2-17
0 500 1,000 1,500 2,000 2,500
Total Unique Viewers (000)
Proprietary and Confidential Do not distribute without written permission from comScore
Source: comScore Video Metrix, Canada, All Locations, August ’08

13. Who is watching Online Videos in Canada?
Online Video in Canada skews towards the higher income brackets, however the younger
demographics are more engaged
Canadian Household Income Demographic Video Usage
Persons - Videos per Minutes per
Age Viewer Viewer
Less than 15,000
15,000 - 24,999
25,000 - 39,999
40,000 - 59,999
35-44 143.4 474.4
60,000 - 74,999
45-54 130.1 457.0
75,000 - 99,999
55-64 93.4 374.7
100,000 or more
65+ 88.7 327.8
Source: comScore Video Metrix, Canada, All Locations, August ‘08
Proprietary and Confidential Do not distribute without written permission from comScore

14. Conversational
Media In
Canada
Web 2.0
Proprietary and Confidential Do not distribute without written permission from comScore

15. Conversational Media Around the World
Reach of the Worldwide Web Population
June 2008
Unique Visitors %Reach (Web Avg. Minutes Avg. Pages per
Location
(000) Pop.) per Visitor Visitor
World-Wide 726,719 74.8 205.3 527
United States 118,330 72.7 225.9 504
United Kingdom 28,643 79.6 262.8 582
Germany 24,043 67.4 308.6 909
France 20,631 63.3 131.9 386
Canada 19,081 88.0 336.3 809
*Person 15+
Proprietary and Confidential Do not distribute without written permission from comScore
Source: comScore Inc, Worldwide, Persons 15+ September ’2008, All Locations

16. Conversational Media:
Canadian Demographic Breakdown
Gender
% REACH and %
Composition Age Group
% Composition UV by Region
Conversational Media Attracting
Users of all demographic groups
Source: comScore Inc, Canada September 08, All Locations,
Proprietary and Confidential Do not distribute without written permission from comScore

17. Who’s on Conversational Media?
% Composition Age Group
Females spend on average 2 more hours and go through 211 more pages on
Conversational Media Sites per Month Then Males
Source: comScore Inc, Canada September ’2008, All Locations,
Proprietary and Confidential Do not distribute without written permission from comScore

18. Social Media Reaching Canadians
Online
% Reach
Summary
Proprietary and Confidential Do not distribute without written permission from comScore

19. Time Spent on Web 2.0 Social Media Platform's
Outgrowing Web 1.0 Rapidly
Web 2.0 Web 1.0
-25% +92% +102 -8.8% -9.8%
Source: comScore Inc, Canada Jan 07- July ’08, All Locations,
Proprietary and Confidential Do not distribute without written permission from comScore

20. Online Search
in Canada
Proprietary and Confidential Do not distribute without written permission from comScore

21. Search…
Around the Worldwide Web Population
Ranked #1 vs. top countries in Search Usage Days per Searcher and Search Visits per
Searcher and Searches per Searcher
August 2008
Unique Search
Searchers Usage Days
Search Visits Searches per
Searches
Location (000) per Searcher
per Searcher Searcher
Worldwide 82,840 23.0 890,738 10.4 93.0
United States 17,271 24.6 196,190 11.0 88.0
United Kingdom 3,808 29.6 31,521 11.9 120.8
Canada 2,611 30.6 20,733 12.4 126.0
France 2,530 23.6 26,342 9.3 96.0
Source: comScore qSearch, Worldwide, US, UK, France, Canada, Persons 15+, All Locations, August 2008
Proprietary and Confidential Do not distribute without written permission from comScore

22. Search Continues to Surge
Affiliate Searches continues to decline
3,000
2,500
Searches (MM)
2,000
1,500
1,000
500
0
Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08
Growth by Search Type
-23%
Affiliate Searches
+73% Sep-07
Toolbar Searches
Sep-08
+84%
Auto Searches
Widget/ Application Searches
0 50 100 150 200 250
Proprietary and Confidential Do not distribute without written permission from comScore
Source: comScore qSearch , Canada, All Locations, Sept 2007 – Sept 2008

23. “The Role of Search in Consumer Buying”
The Three Components of how Search Drives
Buying
Online Sales Impact Offline Sales Impact
Display
16%
Direct Online Effects +$72 MM +$150 MM
Only
21%
Search
+$12 MM +$125 MM
Latent Online Only
Effects
Search &
+$55 MM +$190 MM
Display
63%
+$139 MM +$465 MM
TOTAL
Latent Offline
Effects Offline represents 77%
of the total sales
impact!
Lift vs. Control
A Campaign’s ROI is Dramatically Higher
with the Inclusion Of Offline Sales
Source: Google/comScore “The Role of Search in Consumer Buying” Press Release, March 21, 2006; based on
holiday-related purchases completed online and offline across 11 product categories for 60 days post-search
23
Proprietary and Confidential Do not distribute without written permission from comScore

24. Moving Forward
with Mobile
Proprietary and Confidential Do not distribute without written permission from comScore

25. Moving from Geek to Chic
January 2005 April 2008
45 models 152 models
Proprietary and Confidential Do not distribute without written permission from comScore

26. Active Media Users Embrace
Smart Phones
Proprietary and Confidential Do not distribute without written permission from comScore

27. iPhone Crashed the Party
(and Raised the Bar)
Proprietary and Confidential Do not distribute without written permission from comScore

28. Summary
• The Internet has the highest penetration in Canada amongst the G7 reaching
72% of all Canadians on a monthly basis
• Social Networking currently reaching over 20 million Canadians of all
demographics, regions, and income groups.
• Females are currently more engaged with social networking consuming more
pages and spending more minutes in the category then their male counter parts
• Canada is a Facebook and Youtube Nation
• Web 2.0 social media platforms are providing richer content delivery with the
ability to share media and user generated content with other users online.
• Primetime audience is shifting online! You have to shift to keep up with the
consumer. You have to be where your audience is to ensure you are top of mind
• obile is growing, and will play a big role in reaching consumers in the near and
M
long term
Proprietary and Confidential Do not distribute without written permission from comScore

29. Some Summary Thoughts for the Future
■ The move to online advertising is in full gear & Canadians are digitally
oriented
■ It will spread rapidly as traditional advertisers understand its impact
■ Panel data for accurate consumer metrics
■ Reach and cum frequency are mandatory metrics if traditional branding
ad dollars are to be moved online
■ Measure latency and offline impact of online campaigns to show higher
ROI
■ Be sure your brand objective and the role that digital will play is clear
■ How will success of your digital efforts be measured?
■ Take action and learn
29
Proprietary and Confidential Do not distribute without written permission from comScore

30. Bryan Segal
Vice President Sales
416-646-9972
bsegal@comscore.com
Proprietary and Confidential Do not distribute without written permission from comScore