The European Media And Marketing Survey

EMS Summer 2007

BE THERE WHEN IT HAPPENS

EMS background

Industry development

The Sky News viewer profile

Competitive Positioning

AGENDA


• With a sample of 16,029 individuals weighted to represent 39,462,000, EMS is the largest single source survey of Europe’s most affluent individuals, focussing on individuals in the top 20% of European households (top 13% of all adults).

• EMS Select (top 3% of adults) and EMS Top 5% samples ensure robust targeting of the European Elite.

• Strong industry support ensures EMS is developed with input from most major International Media companies, thus is more transparent, unbiased and relevant.

• The survey spans 16 major European markets, providing a robust overview across :Austria Belgium Luxembourg DenmarkFinland France Germany IrelandItaly Netherlands Norway PortugalSpain Sweden Switzerland UK

• EMS continues to recognise the importance of Central Europe with the continuing expansion into Central European markets.

THE EUROPEAN MEDIA AND MARKETING SURVEY


• EMS is conducted by Interview NSS. Recent acquisition by Synovate means it will continue to align with PAX in Asia

• EMS incorporates a 3-way methodology:

1. Random telephone screening

2. Telephone questionnaire• Print and TV data• Key classification data – demographics and job position

3. Postal Questionnaire• Incentive – A gift AND a charity donation or competition entry• Product and marketing data

THE EUROPEAN MEDIA AND MARKETING SURVEY


Agency and others

With widespread and growing support, EMS is increasingly accepted as the most influential planning currency in Europe

Across TV…..Sky News

National Geographic ChannelBBC WorldBloomberg

CNBC EuropeCNN

Discovery ChannelEuronewsEurosport

Travel ChannelFashion TVTV 5 Monde

Print……National Geographic Magazine

NewsweekRCS PubblicitaReaders Digest

FortuneTIME

Metro International

Carat InternationalInitiaitive Nedia

IntermediaMPG UK

MediaCom UKOMD

Mediaedge: CIAMindshareStarcom

Universal McCannZenith Optimedia Paris/LondonCyprus Tourism Organisation

InviseoAviator

EMS SUBSCRIBERS


EMS Poland included since Summer 2006

Hungary & Czech Republic introduced in Summer 2007

Poland Universe: 3,037,000 Sample:634

Hungary Universe:755,000 Sample:529

Czech Rebublic Universe: 971,000 Sample: 481

Total C-EMS Universe: 4,763,000 Sample:1,644

Introduction of Russia planned for 2008

Income Threshholds:

Poland: PLN 33,800

Hungary:HUF2,300,000

Czech Repub:CZK 275,000

APPROX €10k per annum!

CONTINUED GROWTH OF C-EMS

Total EMS/ C-EMS Universe: 44,225,000

Sample: 17,673


•Senior managers of companies with 10+ employees, responsible for other employees and annual income of €40k+ OR•Company ownersOR•6+ international or business flights and personal income of €40k+OR•Personal income of €80k+

EMS Select: 9 million

•Top managers, self employed professionals, senior officials (education and govt)•Personal income of €70K+ •6+ international business trips

EMS Top 5%: 14 million-

EMS: 44 million

•Europe’s top 13%•Top 20% of households based on HHI

EMS SELECT AND TOP 5%


THE SKY NEWS VIEWER PROFILE

BE THERE WHEN IT HAPPENSSource: EMS/C-EMS 2007 – All respondents base: 44,225,000 Sky News Daily Viewers: 2,095,000

71% Male : 29% Female

42% of viewers fall within the top 5% of the EMS universe

29% fall within the elite EMS Select universe

94% are citizens of the country they reside in.

A quarter have lived/worked/been educated abroad

Average age - 44

On average they earn a personal income of

€58,635

47% are educated to degree standard or higher

On average they have 2 children living at home

THE SKY NEWS VIEWER SNAPSHOT

86% own personal investments.

1/3 traded stocks/shares in the last year.

64% are purchase decision makers.On average they work 46 hours per week and have

responsibility for 20 other employees

18% are influential opinion leaders who have

undertaken 3+ influential activities in the last year

Almost half took 3+ return air trips in the last year.

24% took 3+ business air trips

66% own 2 or more cars in their household


115

116

117

117

119

119

119

121

122

127

Internet Advertising Is A Useful Source Of Information OnNew Products

I Enjoy It When People See How Successful I Am

Television Advertising Is A Useful Source Of InformationOn New Products

Soft Drugs Like Marijuana Should Be Legalised (A)

Internet Advertising Sometimes Makes Me Want To Try ANew Product

Newspaper Advertising Sometimes Makes Me Want ToTry A New Product

I Would Be Interested To Live In Another Country

I Am Always One Of The First To Have Tech. InnovativeProducts

TV Advertising Sometimes Makes Me Want To Try A NewProduct

I Am More Likely To Buy/Consider Brands Which AreAdvertised In Int. Media

Average Index = 100

OPINIONS OF THE SKY NEWS VIEWER

Source: EMS/C-EMS 2007 – All respondents base: 44,225,000 Sky News Daily Viewers: 2,095,000

BE THERE WHEN IT HAPPENSSource: EMS/C-EMS 2007 – All respondents base: 44,225,000 UK Base: 6,339,000

1,014

264166 129 120

74

Sky News CNN BBC World Euronews Bloomberg CNBC

Sky News reaches 16% of all UK respondents on a daily basis –

significantly more than any other PE news or business channels

SKY NEWS IS THE LEADING PE NEWS/ BUSINESS CHANNEL IN THE UK

UK Daily Reach (000)


SKY NEWS CONTINUES TO GROW OUTSIDE THE UK

543 553 509357

1,445 1,429

595464

1761 1822

839

361

1505 1601

946919

621

959

Sky News BBC World Bloomberg CNBC CNN Euronews

2002 2003 2004 2005 2006

Source: EMS 2006 – All respondents base: 42,427,000

Sky News is steadily increasing reach outside of the UK and reaches more non-UK viewers than BBC World, Bloomberg

and CNBC

Source: EMS – All ex C-EMS


COMPETITIVE POSITIONING


491

753

1,178

1,862

1,965

2,095

435

741

1,006

1,731

1,769

1,973

CNBC

Bloomberg

BBC World

Euronews

CNN

Sky News

EMS 16 markets

EMS + C-EMS

Daily Reach (000)

SKY NEWS MAINTAINS LEADING DAILY REACH VS MAIN COMPETITORS

Source: EMS/C-EMS 2007 – All respondents base: 44,225,000


Daily Reach %

0.3%0.4%

0.9%1.7%1.7%1.8%

2.1%3.1%

4.0%4.4%

4.9%4.9%

6.3%6.6%6.7%

8.4%11.7%

0.6%

BBC PrimeDeutsche Welle

FTV Fashion TVDiscovery

CNBCTravel Channel

TV5 MondeEurosport 2BloombergBBC World

NGCEuronews

ArteDiscovery

CNNSky News

MTVEurosport

Source: Select base: 9,031,000

SKY NEWS PROVIDES STRONG COMPETITIVE REACH ON EMS SELECT

BE THERE WHEN IT HAPPENSSource: EMS/C-EMS 2007 – All respondents base: 44,225,000

SKY NEWS REACHES AN ELITE BUSINESS AUDIENCE……

6.4%

5.0%

2.7% 2.8%

5.3%

6.2%6.2% 6.1%

4.8% 4.5%4.3%

3.5%3.4%2.9%

2.0%1.2% 1.4%1.4%

Purchase Decision Makers(25,403,000)

C-Suite - Private Sector(3,212,000)

Head Of Department OrAbove (5,554,000)

Sky News CNN Euronews BBC World Bloomberg CNBC

Daily Reach %

BE THERE WHEN IT HAPPENSSource: EMS 2006 – All respondents base: 42,427,000

SKY NEWS REACHES THE UPSCALE CONSUMER

Daily Reach %

6.3%

4.6%

3.0% 2.8%

5.0%

6.2%6.4% 6.4%

4.6%

5.6%

4.2% 3.8%3.7%

2.7%1.8%

1.1%

2.1%1.6%

Personal InvestmentOwners (36,047,000)

PI €60,000+ (10,507,000) Approximate Value OfMain Watch €1500+

(3,305,000)



BE THERE WHEN IT HAPPENSSource: EMS 2006 – All respondents base: 42,427,000

SKY NEWS REACHES THE FREQUENT TRAVELLER

Daily Reach %

7.3%

3.8%3.0%

7.7%

6.3%

7.7%8.1%

7.1%

5.8% 5.7%5.7%

4.0%4.6%4.4%

3.2%

1.9% 2.0%2.0%

6+ Air Trips (6,759,000) 6+ Business Air Trips(4,358,000)

1st/Business/Club ClassAir Travellers (6,488,000)




0%

5%

10%

15%

20%All Respondents

Select Top 3%

3+ International Air Trips

Influential Opinion Leaders

Decision Makers

C-Suite - All Sectors

PI €80,000+

Private Investment Owners

NGM or NGCor Sky News

CNN or Timeor Fortune

SKY NEWS FORMS PART OF A LEADING MEDIA GROUP

Daily Reach/AIR % - Total



4.1%

4.2%

4.3%

4.5%

4.5%

0.6%

0.6%

0.4%

0.2%

0.3%

Sky New Solus Reach % Duplicated Reach %

Bloomberg

CNBC

Euronews

BBC World

CNN

Total Sky News Daily Reach = 4.7%


SKY NEWS REACHES A UNIQUE AUDIENCE…


• Asked during the telephone questionnaire

• Respondents are asked during which time periods yesterday they watched each channel for at least 2 minutes.

• They are then asked:

When did you start watching this channel?When did you stop watching this channel?Did you watch continuously during this period?Were there any other periods in this day part when you

were watching?

• Interviewers then code this into 9 day parts

EMS DAYPART VIEWING


10

9670 68 65

128 125146

370

50

100

150

200

250

02.00-06.00

06.00-09.00

09.00-12.00

12.00-14.00

14.00-17.00

17.00-19.00

19.00-22.00

22.00-00.00

00.00-02.00

Sky News CNN

Average Audience Mon-Sun (000)

EMS Ratings: Day parts viewed by channel yesterday per quarter hour

Source: EMS/CEMS 2007 – All respondents base: 44,225,000

Sky News achieves strong reach throughout the day

SKY NEWS AVERAGE DAYPART RATINGS


10

9670 68 65

128 125146

370

50

100

150

200

250

02.00-06.00

06.00-09.00

09.00-12.00

12.00-14.00

14.00-17.00

17.00-19.00

19.00-22.00

22.00-00.00

00.00-02.00

Sky News NGC BBC World CNN CNBC Bloomberg Euronews

Average Audience Mon-Sun (000)

EMS Ratings: Day parts viewed by channel yesterday per quarter hour

Source: EMS/CEMS 2007 – All respondents base: 44,225,000

Sky News combines effectively with NGC to ensure strong coverage

throughout the day

COMPETITIVE DAYPART RATINGS


155

133 132

113

4140

34.2

45.9

22.8

51.9

35.7

21.1

0

20

40

60

80

100

120

140

160

180

200

CNN Int Sky News Euronews BBC World Bloomberg CNBC

0

10

20

30

40

50

60

70

80

Average peak time reach (000s)

CPT

Based on M-S peaktime (1900 – 2400h)

CNN achieves higher peaktime reach

But Sky News offers low CPT

Rate $US 5,534 2,800 4,514 2,571 1,880 2,077

Source: EMS/CEMS 2007 – All respondents base: 44,225,000, Rates: Monday-Sunday average PT, Exchange rate: €1 = 1.34 CNN & Bloomberg based on 2006 rates

SKY NEWS OFFERS COST EFFICIENCY


BUDGET: $500,000 Scenario 1 – 130 spots

CNN: 66 spots 19.00-00.00 Mon to Sun CNBC 64 spots 19.00-00.00 Mon to Sun

Scenario 2 – 154 spots CNN: 52 spots 19.00-00.00 Mon to Sun CNBC 52 spots 19.00-00.00 Mon to Sun Bloomberg 50 spots 19.00-00.00 Mon to Sun

Scenario 3 – 160 spots CNN: 38 spots 19.00-00.00 Mon to Sun CNBC 38 spots 19.00-00.00 Mon to Sun Bloomberg 38 spots 19.00-00.00 Mon to Sun Sky News 46 spots 19.00-00.00 Mon to Sun

SKY NEWS ADDS VALUE TO A SCHEDULE


Results: Scenario 1 Scenario 2 Scenario 3

Budget US$ - rate card 501,040 500,380 500,060

Total Spots: 130 154 160

GRP 30 29 35.8

Impacts (000) 13,222 12,829 15,845

Reach 1+ (%) 18.2% 17.8% 21.0%

Reach 1+ (000) 8,063 7,888 9,305

CPM ($) 38 39 32

Ave Frequency 1.6 1.6 1.7

SKY NEWS ADDS VALUE TO A SCHEDULE

Source: EMS/CEMS 2007 – All respondents base: 44,225,000, Rates: Monday-Sunday average PT, Exchange rate: €1 = 1.34 CNN & Bloomberg based on 2006 rates


SUMMARY

• Sky News is the channels that upscale Europeans turn to on a daily basis for news and business information

• Sky News offers strong competitive daily reach across a wide range of target groups

• Sky News combines effectively with its partner brands

• Ratings remain strong throughout the day, not just during peaktime

• Adding Sky News to a PE schedule adds a variety of key strengths to a campaign

EMS Summer 2007