Nielsen data on the advertising expenditures of newspapers and magazines. A comparison of Q4 2009 and 2010.

2. © The Nielsen Company, 2011
This report, in full or in part, cannot be reproduced or transmitted in any form or by any
means without written permission of The Nielsen Company, Media Group, Global
AdView.
While every effort has been made in the preparation of this report to ensure accuracy of
the content, The Nielsen Company, Media Group, Global AdView, cannot accept any
liability in respect of errors or omissions or for any losses or consequential losses arising
from such errors or omissions. Readers will appreciate that the contents are only as up-
to-date as their availability and compilation and printing schedules will allow, and are
subject to change during the natural course of events.

4. ! " #$ % $
GLOBAL 7.0
North America 3.9
Canada 23.6
United States of America 0.9
Asia Pacific 8.2
Australia 6.7
China 10.5
Hong Kong 22.3
India 44.3
Indonesia 19.7
Japan 0.1
Malaysia 14.2
New Zealand 4.6
Philippines 16.0
Singapore 13.6
South Korea 5.0
Taiwan 19.5
Thailand 2.2
Europe 3.6
Belgium 5.1
France 6.5
Germany -0.1
Ireland 5.2
Italy -2.5
The Netherlands 5.7
Norway 5.4
Portugal -8.3
Spain -3.6
Sweden 14.6
Switzerland 5.0
United Kingdom 7.8
Latin America 16.1
Argentina 41.1
Brazil 11.6
Mexico 9.2
Middle East and Africa 2.9
Egypt 5.3
Kuwait 1.0
Lebanon 16.1
Pan-Arab Media -22.7
Saudi Arabia 6.4
South Africa 8.9
United Arab Emirates -5.6

5. & '( " #$ % $
GLOBAL 4.9
North America 2.2
Canada -2.5
United States of America 2.3
Asia Pacific 7.2
Australia 0.0
China 18.2
Hong Kong 14.7
India 20.1
Indonesia 10.2
Japan -2.6
Malaysia 8.7
New Zealand 2.2
Philippines 6.4
Singapore 8.2
South Korea 14.6
Taiwan 9.7
Thailand 5.3
Europe 4.7
Belgium 5.3
France 9.4
Germany 4.0
Ireland 0.2
Italy -4.4
The Netherlands -1.5
Norway 8.6
Portugal 7.2
Spain -2.0
Sweden 4.2
Switzerland 10.9
United Kingdom 4.5
Latin America 14.9
Argentina 38.9
Brazil 13.2
Mexico 9.2
Middle East and Africa 5.5
Egypt -10.4
Kuwait -10.9
Lebanon 10.1
Pan-Arab Media 6.5
Saudi Arabia 11.0
South Africa 4.7
United Arab Emirates 12.8

7. ) $

8. ) $
The information included in this review has been compiled, harmonized and produced by
The Nielsen Company, Global AdView.
Global AdView Pulse Lite reports on advertising expenditure for North America, Latin
America, Europe, Asia Pacific and Middle East & Africa.
Of all countries composing the different regions, The Media Group within The Nielsen
Company, is the data source for: Australia, Canada, China, Germany, India (in
association with TAMIndia), Indonesia, Republic of Ireland, Italy, Malaysia, The
Netherlands, New Zealand, Norway, Philippines, Singapore, South Africa, South Korea,
Switzerland (in association with Media Focus), Taiwan, Thailand, United Kingdom,
United States of America.
The data sources for the other countries included in the report are: IBOPE (Argentina,
Brazil and Mexico), PARC (Egypt, Kuwait, Lebanon, Pan-Arab Media, Saudi Arabia,
United Arab Emirates), MediaXim (Belgium), Yacast (France), admanGo (HongKong),
Nihon Daily Tsushinsha (Japan), Mediamonitor (Portugal), Arce Media (Spain).
Figures are expressed in Million USD and are gross except for the countries that provide
the industry with discount factors or net figures (Australia, Italy, Spain and Taiwan). USA
and Spanish figures are based on apples-to-apples comparison to the previous year,
both in terms of coverage and methodology, in order to give a more accurate
representation of the trends. The source for the exchange rates is OANDA (website:
www.oanda.com ) and the rate applied to all figures is the 2009 yearly average.
In order to reflect the most accurate picture for media type trends and macro-sector
trends, the methodology used for each may differ. Adjustments and estimates necessary
to represent the media type trends accurately may not be suitable for the macro-sector
trends. In some cases a direct comparison is therefore not possible.

9. ) $
NOTES:
• World Trend: this section includes all territories and relates to the following media
types: Newspapers and Magazines.
Each region includes the following countries:
– North America: Canada, United States of America.
– Asia Pacific: Australia, China, Hong Kong, India, Indonesia, Japan,
Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan,
Thailand.
– Europe: Belgium, France, Germany, Ireland, Italy, The Netherlands,
Norway, Portugal, Spain, Sweden, Switzerland, United Kingdom.
– Latin America: Argentina, Brazil, Mexico.
– Middle East and Africa: Egypt, Kuwait, Lebanon, Pan-Arab Media, Saudi
Arabia, South Africa, United Arab Emirates.
Note: Pan-Arab Media refers to the media titles in the Middle East that have
significant viewership, readership or listenership in two or more markets
and are not localized to only one market in the region. They do not
represent a duplication with the coverage of each country and gather a
significant amount of the advertising in the region.

10. %) ) * + * ) & # ,
#$ - # . /% -

11. Contact
E-mail : globaladview@nielsen.com
& # ,
Global AdView provides international advertising services. Global AdView provides
information on what an advertiser’s competitors are spending, where and how, in more
than 80 countries, along with a deep and complete knowledge of local market
advertising trends. Spend and creative content can be compiled, linked and harmonized
at brand and product level to enable quick strategic insight into competitive activity
within a client’s own product sector.
&
One of the major businesses of The Nielsen Company, the Media Group is active in 40
markets offering television, radio and outdoor audience measurement, print readership,
advertising information services and customized media research. The Media Group of
The Nielsen Company is the recognized market standard for media information in the
largest advertising territories. Thanks to the local presence of our own branches in more
than 20 of the world’s leading advertising markets (including North America, Europe,
Asia Pacific and Africa) we can measure expenditure and creatives daily, providing an
always open window on the world of media.
) 0 - $
The Nielsen Company is a global information and media company with leading market
positions in marketing and consumer information, television and other media
measurement, online intelligence, mobile measurement, trade shows and business
publications. The privately held company is active in approximately 100 countries, with
headquarters in New York, USA. For more information, please visit, www.nielsen.com.