o 2012 edition o Widely recognised as the industry standard consumer research study on the European media landscape o Includes historical data back to 2003

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 2 The total media picture Online deep dive +

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 3 Italy Russia Spain Portugal France Turkey Poland Belgium UK Switzerland Denmark Sweden Norway Germany Netherlands Finland Ukraine Bulgaria Romania Hungary Ireland Greece Croatia Slovenia Serbia Austria Slovakia Czech Republic 2012

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 4 Changing media use – TV, Radio, Newspapers, Magazines; Internet o Time spent; Frequency of use; Times of day used Media multi-tasking o The development of traditional and new media multi-tasking; Relationship between content consumption on TV and Internet Online connectivity o Internet use via PC/laptop, mobile/smartphone, tablet, games console; Broadband and wireless penetration Our relationship with the internet o Online activities including video consumption and social media; Websites visited; Online subscription services Mediascope Europe Content

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 5 Mediascope Europe Content Focus on mobile o Mobile and smartphone ownership; Mobile internet activities performed by device The evolution of e-commerce o Products/services researched online, bought online and researched online but bought offline; Impact of online research on brand choice; Number of online purchases and amount of money spend on purchases; Percentage of shopping bought online; The online and offline shopping responsibilities of today’s shoppers Digital Consumers and branding o What people can do more of as a result of the internet; How people connect with brands online Advancing technologies o Technology in household including the adoption of connected TVs

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 6 Mediascope Europe Benefits o Mediascope Europe has made a major contribution to the understanding of changing media consumption patterns, the evolving consumer and e- commerce trends o Mediascope Europe is unique in identifying changing media consumption patterns at total population level in online, radio, TV, mobile, newspapers and magazines and doing a deep dive into digital media consumption and e-commerce – all across multiple markets o Through the detailed questionnaire the evolution of media multi-tasking and emerging and evolving online media including internet use via mobiles, tablets and game consoles. Video consumption, social media and e- commerce are investigated in depth to give a rounded picture of the interactive consumer o Data from the study can be interrogated by market, demographic or media user group allowing deeper understanding of target groups

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 7 Mediascope Europe Methodology An Omnibus + Online methodology will be used across all countries totalling 28,500 online interviews and 22,200 omnibus interviews o A quota of at least 1000 interviews will be applied to each market for the online fieldwork and a quota of 500 – 3000 applied to the omnibus study dependent on market size o An omnibus study is completed to get answers to 5 key metric questions looking at internet, radio, TV, mobile, newspapers and magazines use and the omnibus methodology is a mix of CATI and face-to-face interviews, depending on what is most appropriate for the market o Online fieldwork is conducted to deep dive into the online behaviours of internet users - including video consumption, social media and e- commerce

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 8 Mediascope Europe Sponsors* Mediascope Europe 2012 is supported by many leading media companies, local IABs and other trade associations * The study is produced with the support of members and non-members of IAB Europe and in the case of non-members this does not imply any relationship with IAB Europe other than that of Mediascope Europe sponsor

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 9 Mediascope Europe Pan-European Sponsors

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 10 Mediascope Europe Local Sponsors - Austria

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 11 Mediascope Europe Local Sponsors - Belgium

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 12 Mediascope Europe Local Sponsors - Bulgaria

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 13 Mediascope Europe Local Sponsors - Croatia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 14 Mediascope Europe Local Sponsors – Czech Republic

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 15 Mediascope Europe Local Sponsors – Denmark

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 16 Mediascope Europe Local Sponsors – Finland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 17 Mediascope Europe Local Sponsors – France

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 18 Mediascope Europe Local Sponsors – Germany

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 19 Mediascope Europe Local Sponsors - Greece

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 20 Mediascope Europe Local Sponsors - Hungary

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 21 Mediascope Europe Local Sponsors - Ireland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 22 Mediascope Europe Local Sponsors – Italy

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 23 Mediascope Europe Local Sponsors – Poland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 24 Mediascope Europe Local Sponsors – Portugal

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 25 Mediascope Europe Local Sponsors - Romania

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 26 Mediascope Europe Local Sponsors - Russia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 27 Mediascope Europe Local Sponsors - Serbia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 28 Mediascope Europe Local Sponsors – Slovakia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 29 Mediascope Europe Local Sponsors - Slovenia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 30 Mediascope Europe Local Sponsors – Spain

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 31 Mediascope Europe Local Sponsors – Switzerland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 32 Mediascope Europe Local Corporate Sponsors - Turkey

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 33 Mediascope Europe Local Corporate Sponsors - Ukraine

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 34 Mediascope Europe Local Sponsors – United Kingdom