Michael Lanz VP Western Sales Nielsen//NetRatings Michael Lanz VP Western Sales Nielsen//NetRatings Insight Presentation

The Giants are Waking: some good news from the online front Michael Lanz, Vice President, Western Region Sales iMedia Brand Summit, Santa Ana Pueblo, New Mexico September 22, 2003

Last year, the Internet was in the tank… Positive Growth Negative Growth Total Growth: 2.3% Source: DoubleClick, NMR Monitor+ and Nielsen//NetRatings, December st H 2001 to 1 st H 2002

But the larger spenders were still shying away from online (absolute increase in online share, Q to Q1 2002) Source: DoubleClick, NMR Monitor+ and Nielsen//NetRatings, December 2002

This year: Internet growth returns… Recent Ad Growth per Media Type Q vs. Q Source: IAB, NMR Monitor+, and Nielsen//NetRatings

Many leading industries are still lagging in their online spend… (Index of online penetration, Q1-02 to Q1-03): 100 = Industry Average) Source: NMR Monitor+ and Nielsen//NetRatings

The Big Story… look which online shares are increasing (absolute increase in online share, Q to Q1-2003) Source: NMR Monitor+ and Nielsen//NetRatings

Small increases in online share translate to meaningful Internet $$ (all $$ in millions) IndustryQ1-2002Q % increase $ increase Bus. & Consumer Services $476.3$ %$100 Travel, Hotels, Resorts $94.9$ %$15 Drugs & Remedies $43.6$ %$26 Autos, Accessories, Equip $29.8$ %$27 Insurance & Real Estate $34.6$ %$10 Food & Food Products $25.1$ %$10 Toiletries & Cosmetics $11.8$ %$5 Sport Goods, Toys, Games $5.8$ %$2 TOTAL $721.9$ %$195 Source: NMR Monitor+ and Nielsen//NetRatings

Large advertiser share of Top 25 Online Advertisers has steadily grown Source: Nielsen//NetRatings AdRelevance Telecom, B-B, CPG, and Retail on the Move …

Example: CPGs Getting into the Act (absolute increase in online share, Q to Q1-2003) Source: Nielsen//NetRatings AdRelevance

Case Study: Drilling down to advertising on Sports/Recreation Sites (Ad Impressions Index: 2000 = 100) Source: Nielsen//NetRatings AdRelevance

Major auto advertiser share appears to be picking up… (DaimlerChrysler, GM, Ford, Toyota, Honda, Nissan share of total) Source: Nielsen//NetRatings AdRelevance

…as have leading CPG advertisers… (Pepsico, Anheuser-Busch, South African Brewers, Altria, and Coca Cola share of total) Source: Nielsen//NetRatings AdRelevance

…and telco firms are stepping up as well (AT&T Corp., AT&T Wireless, SBC & Nextel share of total) Source: Nielsen//NetRatings AdRelevance

The Sportsline Network: Aug-03 “Leader Board” advertisements Source: Nielsen//NetRatings AdRelevance

Frequency Why are these larger advertisers starting to step up? Reach Internet TV The Average Advertising Campaign Current TV expenditures lead to high levels of reach Potential reach gains can still be made But require a lot of impressions which translates into high frequency levels Conversely Internet expenditures typically are low Reach potential of Internet is big Source: Nielsen//NetRatings

Parting thoughts In 2002, a few leading advertisers began to step up in the online space…remember Doritos from last year’s Deer Valley conference This year, enough players have joined the fray allowing us to track meaningful movements on an industry-by- industry basis. As of Q1, 2003, Financial Services, Telco, Autos and Pharma led the way There will be bumps along the way, but the online share of the larger advertisers will continue to increase

Thank you!