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Special presentation:
                  Canadian Ad Spending
May 7, 2012   Ad-Spending Analysis and Forecasts for Canadian Markets
About this Presentation

   The following presentation was made during a Webinar on May 7, 2012,
by Gordon Borrell, Kip Cassino, Greg Harmon and Andrew Martin from Borrell
   Associates. It represents Borrell’s initiation of coverage of the Canadian
Advertising marketplace and the offering of Borrell’s Local Ad Spending Report
(LA$R™) for any local Canadian market. For more information, see the contact
                    information contained on the final slide.
Our Foundation: Research

Determining how much local advertisers actually spend is extremely
 difficult but incredibly important in this time of shifting ad dollars.
                    We do it better than anyone else.
Research Components
 Advertisers
    Spending: Database of 25 million companies
    Receipts: Database of 5,700 online media companies
    Verification & Forecasting: Panel of 6,000+ businesses
 Consumers
    Scarborough, Claritas
    Ongoing surveys of web users
 The Real Secret
    We employ a disruptive model
The Disruptive Model
 Old Method of Ad-Tracking
    Most employ the traditional “top down” approach
    Offers accurate view of what can be counted
        Certain media companies
        Certain advertisers
 New Method of Ad-Tracking
    Bottom-up approach tracks every business
    Matches it with known media company receipts
    Verifies online estimates against our database of 5,700 companies
Market Advertising Data
Canadian Marketing Expenditures Trend & Forecast
                                        $50,000

                                        $45,000

                                        $40,000
www.borrellassociates.com




                                                                                     Non-Ad Marketing
                                        $35,000
                                                                                                                                               Forecast
                                        $30,000                                                                                     Traditional Advertising Down,
                            $ in 000s




                                                                                                                                        Non-Ad Marketing Up
                                        $25,000

                                        $20,000
                                                                       Advertising
                                        $15,000

                                        $10,000

                                         $5,000

                                            $0
                                                  2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011 2012F 2013F 2014F 2015F 2016F
Canadian Ad Spending: 2011
www.borrellassociates.com




                            2011 Estim ate, as of R4 Data                                                  All Estim ates in Canadian $ Millions
                                                                     National              Local                    Total
                                            Media                   /Regional      Share                Share     Available          Share
                                                    Newspapers          $441.380    4.6%   $2,615.053   38.3%      $3,056.433        18.5%
                                                     Other Print        $597.490    6.2%     $171.793   2.5%         $769.283        4.7%
                                                      Directories       $555.212    5.7%     $603.894   8.8%       $1,159.106        7.0%
                                                   Broadcast TV       $2,190.544   22.6%     $424.055   6.2%       $2,614.599        15.8%
                                                       Cable TV       $1,051.407   10.9%     $318.576   4.7%       $1,369.984        8.3%
                                                           Radio        $408.701    4.2%   $1,073.719   15.7%      $1,482.420        9.0%
                                                    Out of Home         $490.417    5.1%      $73.763   1.1%         $564.180        3.4%
                                                         Cinema         $685.703    7.1%      $19.964   0.3%         $705.667        4.3%
                                                      Direct Mail     $1,390.330   14.4%     $755.519   11.1%      $2,145.849        13.0%
                                                          Online      $1,736.466   17.9%     $686.019   10.0%      $2,422.484        14.7%
                                                  Telemarketing         $139.652    1.4%      $90.428   1.3%         $230.080        1.4%
                                                   2011 Estimate      $9,687.302   100%    $6,832.783   100%      $16,520.085        100%
Canadian Ad Spending: 2016
                            2016 Forecast                                                                            All Estim ates in Canadian $ Millions
                                                                     National                       Local                    Total
www.borrellassociates.com




                                          Media                     /Regional        Share                       Share     Available          Share
                                                 Newspapers             $348.104     4.1%           $2,051.143   33.2%      $2,399.247        16.4%
                                                  Other Print*          $436.817     5.2%             $146.128    2.4%        $582.945         4.0%
                                                   Directories          $325.445     3.9%             $482.112    7.8%        $807.557         5.5%
                                                Broadcast TV          $1,540.178     18.3%            $230.432    3.7%      $1,770.610        12.1%
                                                    Cable TV          $1,076.893     12.8%            $309.068    5.0%      $1,385.961         9.5%
                                                        Radio           $402.728     4.8%             $933.767   15.1%      $1,336.495         9.1%
                                                 Out of Home            $523.484     6.2%              $83.215    1.3%        $606.699         4.1%
                                                      Cinema            $696.905     8.3%              $20.705    0.3%        $717.610         4.9%
                                                   Direct Mail        $1,294.830     15.3%            $756.129   12.2%      $2,050.959        14.0%
                                                       Online         $1,653.904     19.6%          $1,079.195   17.4%      $2,733.099        18.7%
                                               Telemarketing            $139.466     1.7%              $95.456    1.5%        $234.922         1.6%
                                                2016 Forecast         $8,438.754     100%           $6,187.350   100%      $14,626.104        100%
                            * Includes Alternative/Business New spapers and "Other Publications."
Canadian Ad Spending: Change by 2016

                                                     National                Local                   Total    Forecast
www.borrellassociates.com




                                                    /Regional     Percent                 Percent   Percent   Share Pt
                               Media                 Change       Change    Change        Change    Change      Shift
                                    Newspapers          ($93.276) (21.1)     ($563.910)   (21.6)     (21.5)     (2.1)
                                     Other Print*      ($160.673) (26.9)      ($25.665)   (14.9)     (24.2)     (0.7)
                                      Directories      ($229.767) (41.4)     ($121.782)   (20.2)     (30.3)     (1.5)
                                   Broadcast TV        ($650.366) (29.7)     ($193.623)   (45.7)     (32.3)     (3.7)
                                       Cable TV          $25.486    2.4        ($9.508)    (3.0)      1.2       1.2
                                           Radio         ($5.973)  (1.5)     ($139.952)   (13.0)      (9.8)     0.2
                                    Out of Home          $33.067    6.7         $9.452    12.8        7.5       0.7
                                         Cinema          $11.202    1.6         $0.741     3.7        1.7       0.6
                                      Direct Mail       ($95.500)  (6.9)        $0.610     0.1        (4.4)     1.0
                                          Online        ($82.562)  (4.8)      $393.176    57.3       12.8       4.0
                                  Telemarketing          ($0.186)  (0.1)        $5.028     5.6        2.1       0.2
                                    Market Total     ($1,248.548) (12.9)     ($645.433)    (9.4)     (11.5)
Canadian Non-Ad Marketing, 2011
www.borrellassociates.com




                            2011 Estim ate, as of R4 data                                                     All Estim ates in Canadian $ Millions
                                                                     National                Local                     Total
                                    Spending Category               /Regional      Share                   Share     Available          Share
                                                 Promotions          $23,628.464   80.1%    $11,470.816    89.2%     $35,099.280        82.8%
                                     Online Promotions & PR           $2,313.200    7.8%       $127.612    1.0%       $2,440.811        5.8%
                                             Event Marketing              $3.950    0.0%         $1.191    0.0%           $5.141        0.0%
                                               Ad Production          $3,287.497   11.1%     $1,151.231    9.0%       $4,438.728        10.5%
                                       Sales Force Materials            $169.820    0.6%        $23.965    0.2%         $193.785        0.5%
                                            Public Relations             $88.098    0.3%        $65.891    0.5%         $153.989        0.4%
                                            Market Research              $25.910    0.1%        $12.462    0.1%          $38.372        0.1%
                              2011 Estimate, "Non Ad" Spending       $29,516.938   100.0%   $12,853.169   100.0%     $42,370.107       100.0%
                                                            Share     69.7%                  30.3%                     100%
Canadian Marketing Expenditures Trend & Forecast
                                        $50,000
                                                                                                                                           Forecast
                                        $45,000

                                        $40,000
www.borrellassociates.com




                                                                                 Non-Ad Marketing
                                        $35,000

                                        $30,000
                            $ in 000s




                                        $25,000

                                        $20,000

                                        $15,000
                                                                        Advertising
                                                                                                                                         Online Advertising
                                        $10,000                                                                                      Flattens Out and Remains
                                                                                                                                           a Small Share.
                                         $5,000
                                                                               Online Advertising
                                            $0
                                                  2000   2001   2002   2003   2004   2005   2006   2007   2008   2009   2010   2011 2012F 2013F 2014F 2015F 2016F
Individual Market Analyses
Snapshot: Vancouver CMA

                                Market Advertising Data
www.borrellassociates.com
Snapshot: Victoria CMA, 2011
www.borrellassociates.com
www.borrellassociates.com
                            Snapshot: Victoria CMA
SMB Print Advertiser Survey
Change in Spending from 2011 to 2012
                           58%
                                                                                                                                    57%

                                                       52%                                                                                                 Grow



                                          43%                                                                                                              Stay the Same
                                                                                                                              40%
                                                                                            39%

                                                                                                        34%

                                                                                                                                          30%
                                                                                                                        26%
                                                                                                                                                                    26%




                                                                     16%        16%
                                                                                                                                                     15%      14%
                                                                                      14%
                     13%
                                    12%
                                                                           9%                     10%
                                                                9%
                                                                                                                   7%

                                                  3%                                                                                            4%
                                                                                                              2%




Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
                                                                           Total Respondents 247                              Question 4
Online Adv. Expected to Use in 2012




                                                                Total Respondents 202

Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
                                                                         Question 38
Local Online Buying: From What Media?
                                                                                                                       45%




                                                                                                    25%
                                                                                 20%                           21%           22%
                                                                      15%
                                                                13%                           13%

                                       4%              5%




                                                                      Total Respondents 242
Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
                                                                                                          Question 6
Maintain Social Network?
                                                                           Don't Know
                                                                              2%


                                                            No
                                                           35%



                                                                                                           Yes
                                                                                                           63%




                                                                          Total Respondents 228

                                                           How many Friends, Fans, Followers, or other users
                                                              does your business Social Network have?

                                                                        Total Respondents 143
                                                                  Total           Mean            Median
                                                                 599,019          5,076            175



Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
                                                                                                       Questions 13 & 14
Been Pitched By Advertiser for Mobile

                                                                         17%
                           Don't
                           know



                                                                                                      45%
                                 No




                                                                                            38%
                                Yes




                                                                Total Respondents 210
Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
                                                                                        Question 22
Contact Information

Andrew Martin
Director of Corporate Development
Phone: 1-416-463-0007
Email: amartin@borrellassociates.com

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Canadian Ad Spending Assessment from Borrell Associates

  • 1. Special presentation: Canadian Ad Spending May 7, 2012 Ad-Spending Analysis and Forecasts for Canadian Markets
  • 2. About this Presentation The following presentation was made during a Webinar on May 7, 2012, by Gordon Borrell, Kip Cassino, Greg Harmon and Andrew Martin from Borrell Associates. It represents Borrell’s initiation of coverage of the Canadian Advertising marketplace and the offering of Borrell’s Local Ad Spending Report (LA$R™) for any local Canadian market. For more information, see the contact information contained on the final slide.
  • 3. Our Foundation: Research Determining how much local advertisers actually spend is extremely difficult but incredibly important in this time of shifting ad dollars. We do it better than anyone else.
  • 4. Research Components  Advertisers  Spending: Database of 25 million companies  Receipts: Database of 5,700 online media companies  Verification & Forecasting: Panel of 6,000+ businesses  Consumers  Scarborough, Claritas  Ongoing surveys of web users  The Real Secret  We employ a disruptive model
  • 5. The Disruptive Model  Old Method of Ad-Tracking  Most employ the traditional “top down” approach  Offers accurate view of what can be counted  Certain media companies  Certain advertisers  New Method of Ad-Tracking  Bottom-up approach tracks every business  Matches it with known media company receipts  Verifies online estimates against our database of 5,700 companies
  • 7. Canadian Marketing Expenditures Trend & Forecast $50,000 $45,000 $40,000 www.borrellassociates.com Non-Ad Marketing $35,000 Forecast $30,000 Traditional Advertising Down, $ in 000s Non-Ad Marketing Up $25,000 $20,000 Advertising $15,000 $10,000 $5,000 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012F 2013F 2014F 2015F 2016F
  • 8. Canadian Ad Spending: 2011 www.borrellassociates.com 2011 Estim ate, as of R4 Data All Estim ates in Canadian $ Millions National Local Total Media /Regional Share Share Available Share Newspapers $441.380 4.6% $2,615.053 38.3% $3,056.433 18.5% Other Print $597.490 6.2% $171.793 2.5% $769.283 4.7% Directories $555.212 5.7% $603.894 8.8% $1,159.106 7.0% Broadcast TV $2,190.544 22.6% $424.055 6.2% $2,614.599 15.8% Cable TV $1,051.407 10.9% $318.576 4.7% $1,369.984 8.3% Radio $408.701 4.2% $1,073.719 15.7% $1,482.420 9.0% Out of Home $490.417 5.1% $73.763 1.1% $564.180 3.4% Cinema $685.703 7.1% $19.964 0.3% $705.667 4.3% Direct Mail $1,390.330 14.4% $755.519 11.1% $2,145.849 13.0% Online $1,736.466 17.9% $686.019 10.0% $2,422.484 14.7% Telemarketing $139.652 1.4% $90.428 1.3% $230.080 1.4% 2011 Estimate $9,687.302 100% $6,832.783 100% $16,520.085 100%
  • 9. Canadian Ad Spending: 2016 2016 Forecast All Estim ates in Canadian $ Millions National Local Total www.borrellassociates.com Media /Regional Share Share Available Share Newspapers $348.104 4.1% $2,051.143 33.2% $2,399.247 16.4% Other Print* $436.817 5.2% $146.128 2.4% $582.945 4.0% Directories $325.445 3.9% $482.112 7.8% $807.557 5.5% Broadcast TV $1,540.178 18.3% $230.432 3.7% $1,770.610 12.1% Cable TV $1,076.893 12.8% $309.068 5.0% $1,385.961 9.5% Radio $402.728 4.8% $933.767 15.1% $1,336.495 9.1% Out of Home $523.484 6.2% $83.215 1.3% $606.699 4.1% Cinema $696.905 8.3% $20.705 0.3% $717.610 4.9% Direct Mail $1,294.830 15.3% $756.129 12.2% $2,050.959 14.0% Online $1,653.904 19.6% $1,079.195 17.4% $2,733.099 18.7% Telemarketing $139.466 1.7% $95.456 1.5% $234.922 1.6% 2016 Forecast $8,438.754 100% $6,187.350 100% $14,626.104 100% * Includes Alternative/Business New spapers and "Other Publications."
  • 10. Canadian Ad Spending: Change by 2016 National Local Total Forecast www.borrellassociates.com /Regional Percent Percent Percent Share Pt Media Change Change Change Change Change Shift Newspapers ($93.276) (21.1) ($563.910) (21.6) (21.5) (2.1) Other Print* ($160.673) (26.9) ($25.665) (14.9) (24.2) (0.7) Directories ($229.767) (41.4) ($121.782) (20.2) (30.3) (1.5) Broadcast TV ($650.366) (29.7) ($193.623) (45.7) (32.3) (3.7) Cable TV $25.486 2.4 ($9.508) (3.0) 1.2 1.2 Radio ($5.973) (1.5) ($139.952) (13.0) (9.8) 0.2 Out of Home $33.067 6.7 $9.452 12.8 7.5 0.7 Cinema $11.202 1.6 $0.741 3.7 1.7 0.6 Direct Mail ($95.500) (6.9) $0.610 0.1 (4.4) 1.0 Online ($82.562) (4.8) $393.176 57.3 12.8 4.0 Telemarketing ($0.186) (0.1) $5.028 5.6 2.1 0.2 Market Total ($1,248.548) (12.9) ($645.433) (9.4) (11.5)
  • 11. Canadian Non-Ad Marketing, 2011 www.borrellassociates.com 2011 Estim ate, as of R4 data All Estim ates in Canadian $ Millions National Local Total Spending Category /Regional Share Share Available Share Promotions $23,628.464 80.1% $11,470.816 89.2% $35,099.280 82.8% Online Promotions & PR $2,313.200 7.8% $127.612 1.0% $2,440.811 5.8% Event Marketing $3.950 0.0% $1.191 0.0% $5.141 0.0% Ad Production $3,287.497 11.1% $1,151.231 9.0% $4,438.728 10.5% Sales Force Materials $169.820 0.6% $23.965 0.2% $193.785 0.5% Public Relations $88.098 0.3% $65.891 0.5% $153.989 0.4% Market Research $25.910 0.1% $12.462 0.1% $38.372 0.1% 2011 Estimate, "Non Ad" Spending $29,516.938 100.0% $12,853.169 100.0% $42,370.107 100.0% Share 69.7% 30.3% 100%
  • 12. Canadian Marketing Expenditures Trend & Forecast $50,000 Forecast $45,000 $40,000 www.borrellassociates.com Non-Ad Marketing $35,000 $30,000 $ in 000s $25,000 $20,000 $15,000 Advertising Online Advertising $10,000 Flattens Out and Remains a Small Share. $5,000 Online Advertising $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012F 2013F 2014F 2015F 2016F
  • 14. Snapshot: Vancouver CMA Market Advertising Data www.borrellassociates.com
  • 15. Snapshot: Victoria CMA, 2011 www.borrellassociates.com
  • 16. www.borrellassociates.com Snapshot: Victoria CMA
  • 18. Change in Spending from 2011 to 2012 58% 57% 52% Grow 43% Stay the Same 40% 39% 34% 30% 26% 26% 16% 16% 15% 14% 14% 13% 12% 9% 10% 9% 7% 3% 4% 2% Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Total Respondents 247 Question 4
  • 19. Online Adv. Expected to Use in 2012 Total Respondents 202 Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Question 38
  • 20. Local Online Buying: From What Media? 45% 25% 20% 21% 22% 15% 13% 13% 4% 5% Total Respondents 242 Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Question 6
  • 21. Maintain Social Network? Don't Know 2% No 35% Yes 63% Total Respondents 228 How many Friends, Fans, Followers, or other users does your business Social Network have? Total Respondents 143 Total Mean Median 599,019 5,076 175 Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Questions 13 & 14
  • 22. Been Pitched By Advertiser for Mobile 17% Don't know 45% No 38% Yes Total Respondents 210 Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Question 22
  • 23. Contact Information Andrew Martin Director of Corporate Development Phone: 1-416-463-0007 Email: amartin@borrellassociates.com