IAB Canada - Quebec State Of The Online Nation - 0801

Slide 3: Nomber of French Canadians online Total population (at home) + 0.7% From Nov.06 to Nov.07 + 19.5% Over 2 years 4,604 Source: comScore Media Metrix, population canadienne francophone Copyright © 2008 Interactive Advertising Bureau of Canada 3

Slide 4: Adults 25-54 represent 53% of active online francophone population. They generate 54% of total page views and 49% of time spent online Index Index 79 81 124 115 83 90 89 93 96 93 142 126 Page Views Source: comScore Media Metrix Canada – French Canada, avril 2007 Copyright © 2008 Interactive Advertising Bureau of Canada 4

Slide 7: Time spent: all adults trend TELEVISION The tremendous increase in time spent with the Internet, +64% RADIO since NADbank 2001, has resulted in a 7% increase in the total time INTERNET NEWSPAPER people spend with all media. The Internet’s share of time spent with MAGAZINE all media has grown from 11% to 17%. Weekly Time Spent French 18+ Minutes Per Capita Share of Weekly Minutes Per Capita (Minutes indexed to 2001) 2001 2006 Index of Min Min Share Chge NADBANK Share (min) TV 799 37% 822 36% 103 RADIO 741 34% 707 31% 95 1,000 822 INTERNET 245 11% 401 17% 164 707 800 NEWSPAPER 220 10% 230 10% 105 600 401 401 (164) MAGAZINE 144 7% 146 6% 101 400 TOTAL 2,149 100% 2,306 100% 107 230 200 146 100 index = 0 no change 2004 2005 2006 2001 2002 2003 With the exception of Radio, time spent with other major media has remained stable. Copyright © 2008 Interactive Advertising Bureau of Canada Base: Adults 18+, French Canada 7

Slide 8: Time spent: men-women trend Women’s rate of growth in time spent with the Internet has out paced MEN 18+ men since NADbank 2001… +64% growth for women versus 46% for WOMEN 18+ men. Weekly Time Spent Minutes Per Capita French 18+ (Minutes indexed to 2001) Share of Weekly Minutes Per Capita Men 18+ Share Women 18+ Share NADBANK 2001 2006 2001 2006 TV 38% 35% 38% 39% 1,000 RADIO 32% 31% 38% 33% 800 INTERNET 14% 19% 8% 14% 600 436 (146) NEWSPAPER 11% 11% 10% 10% 400 MAGAZINE 5% 4% 5% 5% 315 (164) 200 TOTAL 100% 100% 100% 100% 0 2004 2005 2006 2001 2002 2003 The gap between men and women time spent with Internet usage has narrowed, with the Internet now accounting for 14% of women’s media consumption. Copyright © 2008 Interactive Advertising Bureau of Canada Base: Adults 18+, French Canada 8

Slide 9: Time spent: trend by language French speaking Canadians spend less time with the Internet than English speakers, unlike other media. Because usage is growing at TOTAL ENGLISH comparable rate for both language groups, about +65% since FRENCH NADbank 2001, this gap has not narrowed. Weekly Time Spent Total 18+ Minutes Per Capita Share of Weekly Minutes Per Capita (Minutes indexed to 2001) English 18+ Share French 18+ Share NADBANK 2001 2006 2001 2006 TV 34% 33% 37% 36% RADIO 32% 27% 34% 31% 1,000 INTERNET 15% 23% 11% 17% 595 (165) 800 NEWSPAPER 10% 9% 10% 10% 600 557 (165) MAGAZINE 8% 8% 7% 6% 400 TOTAL 100% 100% 100% 100% 401 (164) 200 0 As a result, the Internet accounts for only 17% of time 2004 2005 2006 2001 2002 2003 spent with all media by French speakers, compared to 23% for English speakers. Copyright © 2008 Interactive Advertising Bureau of Canada Base: Adults 18+, French Canada 9

Slide 10: Time spent: age group trend The older age groups have been the fastest growing users of the Internet since NADbank 2001… +74% for adults 25-34, +167% for 55+. Hence the gap in time spent between younger and older age groups is narrowing. French 18+ Share of Weekly Minutes Per Capita Adults 18-24 18-24 Share 25-34 Share 25-34 2001 2006 2001 2006 35-54 55+ TV 35% 29% 35% 31% Weekly Time Spent RADIO 26% 25% 36% 33% Minutes Per Capita INTERNET 27% 34% 16% 25% (Minutes indexed to 2001) NEWSPAPER 7% 6% 7% 7% MAGAZINE 6% 6% 6% 4% NADBANK TOTAL 100% 100% 100% 100% 35-54 Share 55+ Share 1,000 781 (146) 2001 2006 2001 2006 800 569 (174) 600 TV 35% 34% 42% 42% 400 363 (151) RADIO 39% 35% 30% 26% 200 INTERNET 12% 17% 3% 8% 0 211 (267) NEWSPAPER 9% 9% 14% 14% 2004 2005 2006 2001 2002 2003 MAGAZINE 5% 5% 10% 8% TOTAL 100% 100% 100% 100% Copyright © 2008 Interactive Advertising Bureau of Canada Base: Adults 18+, French Canada 10

Slide 12: IAB Canada: Online ad spend in Canada 1998-2011 $624M $3.03B $275M $1.37B IAB Canada : Canadian Publisher ad revenues –1998-2011 (millions of dollars) Sources : 1998-2001 : IAB Canada & PwC, 2002-2007 : IAB Canada & Ernst & Young, 2008-2011 eMarketer / CMA Copyright © 2008 Interactive Advertising Bureau of Canada 12

Slide 13: 2011 Ad spend by media Canada 2004-07 In 2011, represented 3% of total ad Internet i.e. 3 years… Internet represents 9% in 2007, up 6 points! spend in Canada in 2004 Internet will garner $3 billion of ad spend and be in 2nd placethe most. 16% share of total Dailies have lost achieving Already TV’s 22% behind Internet was ahead of TV, weeklies and yellow pages each lost 1 OOH point to Internet Dailies will slide to 3rd place, half a point behind Internet. Radio will slide to 6th place seeing its market share go from 10% to 9%. Investment ranking % augmentation 2004 à 07 Millions$ 1 +16% 3 +4% 2 +267% 4 +12% +22% 5 +10% 6 7 +12% 8 +11% +30% 9 10 Market share change 2004-07 Market shares in 2011 25-24% 22-19% 12-12% 11-10% 3-9% 10-10% 16,3% 10-9% 5-5% 3-3% 0-2% 22,4% 15,7% 10,8% 9,0% 8,9% 8,2% 4,1% 2,6% 2,0% Copyright © 2008 Interactive Advertising Bureau of Canada * Source : Media Digest, IAB 2005/07, CMA 2007 pour 2011 13

Slide 14: 2011 Ad spend by media in Québec 2004-07 In 2011, i.e. in 3 years… Internet represented 4% of total ad spend in Internet owns 12% market share in 2007 Quebec in 2004 will achieve $624 million in Quebec and remain in 3rd place behind dailies and TV, Internet Internet is ahead of OOH, Magazines and 89% growth betweenmarket share points while TV remains stable and dailies lose 6 points. Internet will gain 8 2004-05, then Radio. 68% between 2005-06. TV has lost the most since 2004 Growth from 2007 to 2011 % augmentation 2004 à 07 Millions$ +32% +26% +4% +35% +127% +320% +14% +16% +11% +8% +19% +12% Market share changes Market shares in 2011 between 2004-07 38-35% 35% 31-31% 25% 4-12% 20% 13-11% 10% 8-7% 6% 6-6% 5% Copyright © 2008 Interactive Advertising Bureau of Canada * Source : GAM 2006/08, IAB 2005/07, 2011 forecast on last 5 year’s growth average 14

Slide 17: Social network use in Canada 53% of Internet users in Canada use social networking sites to communicate with friends. That’s 20% more than in the US. It’s almost as high as our use of IM Copyright © 2008 Interactive Advertising Bureau of Canada 17

Slide 18: Purchase behaviour can be influenced by UGC sites 47% of Internet users would like to use social networks to find gift ideas or coupons. 45% would like to be made aware of in-store specials via their profile page. 22% would like to read or write product reviews through their profile page. Source : AMA, September 2007 Copyright © 2008 Interactive Advertising Bureau of Canada 18

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