Regional TV Effectiveness Study Automotive: Hyundai i30 Regional TV was a major contributor to most successful new small car launch of past 3 years Regional buyers accounted for 37% of i30 sales in first full year ROI from regional TV was double national average Main findings

Typical regional i30 Hyundai buyer is financially secure female baby boomer Source: Roy Morgan Research (12 months to June new Hyundai small vehicle bought in the last 5 years)

Hyundai i30 share of Small < $40k category sales Share Source: VFACTS and AdQuest TV spend In first full year of i30 launch regional uptake was almost 50% higher – regional buyers cashed up and like value

Hyundai i30 share of Small < $40k category sales Share Source: VFACTS and AdQuest TV spend In 2009 bigger FTA TV budget doubled sales in all active markets and 37% of all sales came from regional

Hyundai i30 share of Small < $40k category sales Share Source: VFACTS and AdQuest TV spend 16% Share of total TV $ to regional 21% Higher regional share of national TV spend from 2008 onwards had clear positive impact on sales uptake 20%21%

Consistent use of regional TV has helped Hyundai i30 achieve higher share of regional small car sales Hyundai i30 share of Small <$40k segment sales January to September 2010 vs Source: VFACTS Jan-Sep 2010 vs. 2009

3 3 % of national Hyundai i30 sales since launch came from regional markets Source: VFACTS Jan – Dec , Jan-Sep 2010

Regional TV returned over double the rate of return of metro TV since launch R X2X2 IO Source: VFACTS Jan – Dec , Jan-Sep 2010 * AdQuest:: Missing data in 2008 only from Jan to Mar NB: Average unit value est. $25,000

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