August 2011 BRASIL Brazil Presentation
Our country 49% 51% USD 6, 400 USD 2, 320 USD 940 (Avg Familiar Income) USD 500 Households: 57, 037, 400 Mobile: 217 million Internet Access: 75, 900, 000 Source: Ibope EDTV 2011 / Mídia Dados 2011 / Anatel / Denatran (28 M Internet access) BRASIL Population: 192, 278, 400
2011 Biggest growth since 1986 2010 GDP (PIB) +7. 5% +3. 5% Industrial Production +10. 5% +2. 2% Inflation (IGP-M) +11. 3% +5. 8% 1 USD R$ 1. 75 R$ 1. 70 * Forecast - Focus Report (out’ 11) – Banco Central do Brasil Forecast* Inflation The biggest economic concern this year. The target is 4. 5% BRASIL Economic Scenario
Major Events 2012 2013 Confederation Cup held in Brazil 2014 President Election World Cup held in Brazil and Brazilian Presidential Election 2015 America's Cup held in Brazil 2016 Olympic Games held in Brazil BRASIL Olympic Games held in London
BRASIL Ad Market
Advertising Market Media investment evolution Jan-Jun 2011 x Jan-Jun 2010: 2. 7% Projection R$ MM 10% +4% +13% +9% +15% +26% -5% +3% Source: Projeto Inter-Meios – Net figures +18% BRASIL Brazilian advertising market should see an increase of 10% in 2011 against the 5. 8% estimate for the global. Growth in
Organizações GLOBO Organizações Globo Comunicação e Participações SA. Foundation 29/Jun/1925 (86 anos) Headquarter Rio de Janeiro Founders Irineu Marinho Roberto Marinho President Roberto Irineu Marinho Vicepresident João Roberto Marinho José Roberto Marinho Revenue R$ 10, 400 bilhões (2010) • TV Globo • Editora Globo • Canais Globosat • Infoglobo • Sistema Globo de Rádio • Globo. com • Som Livre • Globo Filmes • Globo Marcas Participation: • Net Serviços • Sky Society: • Geo Eventos (RBS) • Clickon • Fundação Roberto Marinho • Canal Futura • Telecurso Other Companies: • Amparo Agropecuária • Centropec • Globo Agropecuária • Mundi (travel) • Gazeus (online games) BRASIL The biggest communication group in Latin America
Advertising Market Mass Media concentration increasing. Open TV - Biggest share in last 21 years! Pay TV share is almost the same since 2007. Globo group 55% of the Ad Market 15% Globo. com 51% Globosat 75% TV Globo 18% Ed. Globo 25% S. Globo R. 15% Infoglobo Source: Projeto Inter-Meios BRASIL Media Share %
Open TV Market Media investment evolution Growth in 1. 8% Projection R$ MM +22% +9% Source: Projeto Inter-Meios – Net figures +9% +12% +8% 7% 8% 8% 12% BRASIL Jan-Jun 2011 x Jan-Jun 2010:
BRASIL Pay TV Market
Strong TV Viewership Total TV Households* 54. 2 MM SOCIO-ECONOMIC LEVEL % Total Pay TV Households 11. 6 MM C 28. 4 AB 69. 7 > 20% of penetration Reach projection: 38. 3 MM people Source: Ibope MW – 8 markets - Pay TV – Jan– Jul 2011 – Prime Time (18 h-01 h) Pay TV Share • In Total TV: 2010 2011* 7. 1% 9. 6% • In Total Pay TV: 32. 6% 33. 1% Source: * 2011 projection - Ibope EDTV 2010 / Anatel Jul 2011 Source: Ibope MW / * 2011 Jan-Jul BRASIL (95. 1% of total HH)
Legislation / New law PLC 116 The law sets that three hours and a half of national content must be broadcasted through Pay-TV weekly during Prime Time. Half of such content must be generated by independent Brazilian producers National Cinema Agency (Ancine) will be in charge of all relevant controls: production, programming and content. 1 in 3 channels of the package should be Brazilian BRASIL The law 116 enables telecommunication operators in cable TV market without limit of participation, but keep them out of the process of content production.
Pay TV Market Subscribers Evolution +1% +7% This projection considers the trend of Brazilian economic growth with the expansion of Pay TV in class B 2 and C, the entry of telecom companies, the biggest offer of triple-play, increasing the market share from 10 to 30% in the households with television Source: Anatel * Estimate: PTS n. 171– Pay TV Survey Report – May’ 2011 +8% +10% +17% +18% +31% +18% +19% +15% Growth projection +15% +20% +25% +18% BRASIL +26%
Pay TV Market Share by Groups BRASIL (subscribers) Subscribers by Technology Globo Group 70% Source: PTS (Jun 2011) / Anatel (Jun 2011)
Pay TV Market Media investment evolution Growth in 9. 86% Projection 17% 13% R$ 15% +21% +42% +23% Source: Projeto Inter-Meios – Net figures +25% +2. 5% 15% BRASIL Jan-Jun 2011 x Jan-Jun 2010:
Globosat 0. 517 1 SPORTV 2 Sports 0. 176 12 Sportv 3 : launching in 2011 UNIVERSAL CHANNEL Series/Movies 0. 252 7 Intn’l channel powered by Globo MULTISHOW Young 0. 218 9 Big Brother 4 months a year GLOBO NEWS News 0. 140 15 TV Globo news structure TELECINE PREMIUM Movies 0. 133 16 Top Premieres TELECINE PIPOCA Movies 0. 184 10 100% Dubbed TELECINE ACTION Movies 0. 082 26 TELECINE TOUCH Movies 0. 054 32 TELECINE FUN Movies 0. 053 33 TELECINE CULT Movies 0. 036 40 MEGAPIX Movies 0. 182 11 VIVA Variety 0. 172 13 Open TV Globo content GNT Feminine 0. 101 21 Top Brand in Ad Market CANAL BRASIL Local content 0. 022 50 PREMIERE Sports - - COMBATE Sports - - GLOBOSAT HD Variety - - MULTISHOW HD Young - - TELECINE PREMIUM HD Movies - - TELECINE PIPOCA HD Movies - - TELECINE ACTION HD Movies - - MEGAPIX HD Movies - - PREMIERE HD Sports - - COMBATE HD Sports - - PLAYBOY TV Adult 0. 001 72 SEXY HOT Adult - - FOR MAN Adult - - PRIVATE Adult - - VENUS Adult - - PLAYBOY TV MOVIES Good products developed for the viewers and the advertising market RK Sports Gender Adult - - Fonte: Ibope MW – 8 mercados Pay TV – Target: A AB 18 -49 – Prime Time (18 h – 1 h) – Jan-Jun 2011 90% Soccer / Tv Globo Structure 100% dubbed BRASIL Channel More than 30 Pay TV channels Rat% SPORTV
Seasonality – Total Pay TV 6 2 4 1 Q 1 Jan-10 Feb-10 Q 2 Mar-10 Apr-10 May-10 Q 3 Jun-10 Jul-10 Aug-10 Q 4 Sep-10 Oct-10 Nov-10 Dec-10 Pay Tv Investment 2010 1) Government Taxes 1) 2) School Holidays 2) 3) Mothers Day 3) 4) School Holidays 4) 5) Fathers Day 5) 6) Christmas / Salary Bonus 6) Source: Ibope Monitor – 2010 Net Advertising Investments with Estimated Discount – R$ BRASIL 5 3
Instability – Pay TV still lives in an instable environment due to lack of committed and absent costumers => Pay TV as a complementary media. • When do advertisers make decisions to buy advertising? In 2 extreme moments: ANUAL (NOV – DEZ) Source: Carmen DAILY (aprox. 20 -30 days before) BRASIL Seasonality
PRIME TIME : 18 h – 01 h SUPER PRIME TIME : 21 h – 23 h Ros BRASIL Primary Day Parts
Average Discount applied, by media (%) Conversion Factor MEDIA TV Radio Pay TV Magazine Newspaper Movie theatre Internet Source: M&M – Agências & Anunciantes – May’ 2011 2010 2009 DISCOUNT -54 -62 -82 -61 -77 -78 -71 -55 -63 -82 -58 -74 -77 -60 BRASIL Discount Policy
Ratecards and CPR Tv Channel Movies and Series Universal Megapix TNT Telecine (rede)* Space Warner Fox Sony FX Telecine Premium* Liv Axn MGM A&E Sony Spin HBO Documentaries Nat Geo Discovery History Channel Bio Varieties Viva Multishow GNT E! Glitz Others Sportv Globo News 30" R$ - Prime Time - Ago’ 11 5, 200 3, 950 8, 600 11, 180 4, 000 9, 300 4, 400 4, 100 5, 008 3, 340 8, 000 1, 500 3, 850 1, 300 10, 780 Rat% A AB 18 -49 (Apr-Jul) 0. 247 0. 197 0. 382 0. 594 0. 135 0. 277 0. 333 0. 105 0. 091 0. 145 0. 044 0. 142 0. 021 0. 048 0. 015 0. 058 0. 122 0. 155 0. 098 21, 053 20, 051 22, 513 18, 822 29, 630 32, 491 27, 928 41, 905 45, 055 34, 538 75, 909 56, 338 71, 429 80, 208 86, 667 185, 862 4, 300 5, 800 3, 850 1, 120 CPR (R$) 2, 890 3, 800 3, 490 1, 100 1, 700 0. 175 0. 177 0. 112 0. 030 0. 008 35, 246 37, 419 39, 286 8, 400 7, 050 0. 672 0. 136 16, 514 21, 469 31, 161 36, 667 212, 500 51, 838 Source: Jove Data – Ago’ 2011 – 30”Prime Time - * Dom-Seg 22 h / Ibope MW – 8 mercados Pay TV – Prime Time ratings – Apr-Jul 2011 BRASIL Gender
Selling Strategy • Production of capsules, special and integrated promos • Structured Digital and sometimes integrated with channels • Fox is the leader on sales and helps all the other channels Turner • • Two big channels with large audiences TNT and Warner Many difficulties in selling Glitz, TCM and Boomerang Market has already noticed Space as a growing channel Production of capsules and integrated promos in a simple way Discovery • Good image in the market due to the positioning of the channels without impact on sales (based in Discovery Channel) • High level on product integration (Nestlé, J&J, Peugeot) BRASIL FOX
Selling Strategy • Very aggressive using the same strategy of Rede Globo (Brazilian content, share of audience and incentives) • Good products developed by the viewers and the ad market • Owns all the sports rights ( soccer and etc ) • Special projects, different formats, brand content MTV • Totally produced for Brazil • Extremely flexible in the negotiation and production of the different formats • Brand content and big events (Video Music Brasil) SPT • Recognized for presenting special projects • Offer creative solutions in developing different formats • Easy to work with, flexible and a good partner BRASIL Globosat
BRASIL Top 3 Competitors
Pay TV Dynamics Source: Ibope MW – 8 mercados Pay TV - Ratings based on A AB 18 -49 – All Day / 2011: Jan – Jul 2011 (jan-jul) BRASIL • Share of Audience – Rating Distribuition 2010
Pay TV Ranking Ano Faixa Horária Target 2011 Jan-Set 18: 00 - 25: 00 P AB 18 -49 c/ pay tv RK Product of rat% {Media(Pond)} Emissora Total 1 SPORTV 2 TNT 3 DISCOVERY KIDS 4 FOX 5 WARNER CHANNEL 6 CARTOON NETWORK 7 DISNEY CHANNEL 8 MULTISHOW 9 UNIVERSAL CHANNEL 10 MEGAPIX 11 SPORTV 2 12 TELECINE PIPOCA 13 VIVA 14 DISCOVERY CHANNEL 15 TELECINE PREMIUM 16 GLOBO NEWS 17 SPACE 18 AXN 19 NATIONAL GEOGRAPHIC 20 NICKELODEON 21 FX 22 GNT 23 SONY 24 THE HISTORY CHANNEL 25 TELECINE ACTION 26 DISNEY XD 27 DISC. HOME & HEALTH 28 ANIMAL PLANET 29 ESPN BRASIL 30 TELECINE FUN 31 ESPN 32 HBO 33 BOOMERANG 34 TELECINE TOUCH 35 LIV 36 A&E 37 HBO 2 38 TCM 39 CINEMAX 40 MAX HD Fonte: IBOPE MW – 8 maercados Pay TV – Jan-Set 2011 0. 592 0. 361 0. 353 0. 319 0. 284 0. 245 0. 242 0. 228 0. 226 0. 200 0. 198 0. 193 0. 164 0. 148 0. 144 0. 134 0. 126 0. 124 0. 123 0. 104 0. 103 0. 099 0. 093 0. 090 0. 087 0. 085 0. 083 0. 072 0. 065 0. 062 0. 059 0. 056 0. 055 0. 047 0. 045 0. 043 0. 038 0. 037 0. 036 Ano Faixa Horária Target 2011 Jan-Set 18: 00 - 25: 00 WAB 18 -49 c/ pay tv RK Product of rat% {Media(Pond)} Emissora Total 1 DISCOVERY KIDS 2 SPORTV 3 TNT 4 FOX 5 DISNEY CHANNEL 6 UNIVERSAL CHANNEL 7 WARNER CHANNEL 8 MULTISHOW 9 CARTOON NETWORK 10 MEGAPIX 11 VIVA 12 TELECINE PIPOCA 13 SPORTV 2 14 AXN 15 GLOBO NEWS 16 GNT 17 TELECINE PREMIUM 18 SPACE 19 SONY 20 NICKELODEON 21 DISC. HOME & HEALTH 22 DISCOVERY CHANNEL 23 NATIONAL GEOGRAPHIC 24 FX 25 DISNEY XD 26 BOOMERANG 27 ANIMAL PLANET 28 TELECINE ACTION 29 TELECINE FUN 30 LIV 31 TELECINE TOUCH 32 THE HISTORY CHANNEL 33 E! ENTERTAINMENT 34 HBO 35 HBO 2 36 A&E 37 FUTURA 38 RECORD NEWS 39 TV CAMARA 40 CINEMAX 0. 402 0. 373 0. 301 0. 293 0. 269 0. 261 0. 252 0. 231 0. 225 0. 195 0. 184 0. 165 0. 139 0. 132 0. 126 0. 120 0. 119 0. 117 0. 110 0. 108 0. 104 0. 095 0. 091 0. 084 0. 072 0. 071 0. 063 0. 061 0. 056 0. 055 0. 054 0. 046 0. 045 0. 044 0. 042 0. 040 0. 039 0. 037 0. 036 Ano Faixa Horária Target 2011 Jan-Set 18: 00 - 25: 00 P AB 18 -34 c/pay tv RK Product of rat% {Media(Pond)} Emissora Total 1 SPORTV 2 DISCOVERY KIDS 3 WARNER CHANNEL 4 TNT 5 FOX 6 UNIVERSAL CHANNEL 7 MULTISHOW 8 CARTOON NETWORK 9 DISNEY CHANNEL 10 SPORTV 2 11 MEGAPIX 12 TELECINE PIPOCA 13 VIVA 14 DISCOVERY CHANNEL 15 TELECINE PREMIUM 16 SPACE 17 GLOBO NEWS 18 FX 19 SONY 20 NATIONAL GEOGRAPHIC 21 AXN 22 ESPN BRASIL 23 GNT 24 NICKELODEON 25 THE HISTORY CHANNEL 0. 530 0. 384 0. 323 0. 319 0. 304 0. 248 0. 244 0. 221 0. 175 0. 171 0. 159 0. 130 0. 117 0. 111 0. 108 0. 099 0. 096 0. 084 0. 081 0. 078 0. 077 0. 076 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 0. 073 0. 064 0. 063 0. 059 0. 056 0. 054 0. 042 0. 041 0. 040 0. 039 0. 031 0. 030 DISC. HOME & HEALTH ESPN ANIMAL PLANET DISNEY XD TELECINE ACTION BOOMERANG TELECINE FUN HBO LIV A&E E! ENTERTAINMENT TELECINE TOUCH HBO 2 TV SENADO Tv Justiça BRASIL
BRASIL Thank you!
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