This document provides an introduction and overview of TGI (Target Group Index), a global marketing and media research survey. It discusses how TGI data can be used by clients for consumer profiling, brand positioning, strategic planning, segmentation, tactical marketing and media analysis, and trend analysis. The document then reviews TGI's geographical coverage of 67 markets across 6 continents. It identifies some important trends in Latin America, including the rise of the middle class, sports opportunities around upcoming World Cup and Olympics events, the online/offline media shift and growth, the role of mobile phones as a new media platform including smartphone usage, and new digital opportunities such as deal-of-the-day websites and online banking and social networks.

1. Latin America Media &
Consumer Trends

2. Introduction to TGI
© 2010 Kantar Media 2

3. GLOBAL TGI
THE BASICS
We are an international network of single-
* sourcemarketing and media research surveys
TGIdata is available for 67 markets, across 6
* continents, representing 1 ½ billion consumers
worldwide
TGI is recognised as a market leader for yielding
information on consumers’ demography, attitudes,
* media consumption and usage of products &
brands
Currently being used by a number of market
* leading brand owners internationally
© 2010 Kantar Media 3

4. HOW CAN CLIENTS USE GLOBAL TGI
INFORMATION? In existing
& potential
• Consumer profiling
markets
77% of the C class in Latin America believe their financial situation will be
better a year from now.
• Brand positioning
The top three beers brands among the sports opportunity in Latin America
are Brahma, Bohemia and Corona.
• Strategic planning
The trend away from uniformity and towards individualization is especially
prevalent in some markets. In China, 58% of men aged 18-24 say they 'like
to stand out in a crowd', compared with 37% of the same group in the US
• Segmentation
In Great Britain, people aged 45-54 are most likely to be classified as "Keen
Greens" according to the Greenscape environmental engagement
segmentation
• Tactical marketing and media analysis
In South Africa, 14% of internet users visit websites that provide health
information
• Trend analysis
Multi-channel viewership in the past week in Latin America has increased
from 34% to 43% since 2006.
© 2010 Kantar Media 4

5. GEOGRAPHICAL COVERAGE OF TGI: 67 MARKETS
Europe
Azerbaijan Bulgaria Croatia
North America Czech Rep. Finland France
Germany GB Greece
Canada Hungary Israel Italy
USA Montenegro N. Ireland Norway Asia
Poland Portugal R. Ireland
Russia Serbia Slovak Rep. China Hong Kong
Slovenia Spain Sweden India Indonesia
Turkey Ukraine Japan Korea
Malaysia Philippines
Singapore Taiwan
Latin America Thailand Vietnam
Middle East & Africa
Argentina Brazil
Chile Colombia Algeria Bahrain
Ecuador Mexico Egypt Iran
Peru Puerto Rico Jordan Kenya Australasia
Venezuela Kuwait Lebanon
Qatar Saudi Arabia
Australia
S. Africa Syria
New Zealand
Tanzania Uganda
U.A.E
© 2010 Kantar Media 5

6. Important Trends in the Region
Rise of the Middle Class Hot
Sports Opportunity Hot
Online Offline Shift & Growth Mild
Mobile Phone: New Media Platform Medium
New Digital Opportunities Hot
© 2010 Kantar Media 6

7. The Rise of
the Middle
Class
Hot
© 2010 Kantar Media 7

8. The Middle Class in Latin America
• It represents almost 40% of the regions population, and it’s still growing
• Growing middle class whose consumption pattern is increasing at a faster rate
than the rest of the population (ie. AB & DE social classes)
– Increased purchasing power
– Aspirations fueled by the Internet and access to credit
• Higher Internet Usage and access to more credit cards
• 53% of the Middle Class is younger than 34 years of age
Filter: Bra, Col, Ecu, Mex, Ven, Per
© 2010 Kantar Media 8

9. The Middle Class in Latin America
The size of the middle class grew 26% in five years while the DE class shrunk 23%.
Filter: Bra, Col, Ecu, Mex, Ven, Per
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 9

10. The Middle Class in Latin America
While the middle class grows so does their purchasing power.
Consumption habits
 Own more pc’s
 Higher Internet Usage
 More Airline Trips
Filter: Bra, Col, Ecu, Mex, Ven, Per
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 10

11. Consumer Confidence: Future Situation
Given the economic stability, the middle class has a bright outlook for the
future. Its an increment of 12% in the past 5 years.
Total AB C DE
Better 1 year from now 74% 79% 77% 67%
Worse 1 year from now 7% 4% 6% 11%
Same 1 year from now 16% 14% 14% 18%
Filter: Bra, Col, Ecu, Mex, Ven, Per
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 11

12. Be Mindful:
Although the population has new-found
purchasing power, their purchases and
choice of brand are influenced by their
inherited values and the environment
they grew up in.
Their aspirations are fueled by the
Internet and access to credit.
© 2010 Kantar Media 12

13. OUR ENVIRONMENT DEFINE OUR VALUES
•AND NOT THE OPPOSITE
We inherit values from the environment in which we grow up
© 2010 Kantar Media 13

14. WHY DOES THE CONSUMER BEHAVE AS HE DOES ?
WHY DOES THE
CONSUMER BEHAVE AS
HE DOES ?
WHY IMAGE
FROM
UNCONSCIOUS
MOTIVATION TO
CONSCIOUS
MOTIVATION
© 2010 Kantar Media 14

15. Sports
Opportunity
Hot
With the upcoming 2014 World
Cup and 2016 Olympics being
hosted in Latin America, a new
opportunity to reach sports fans
exists.
© 2010 Kantar Media 15

16. Sports Target Opportunity
Sports target opportunity
The upcoming World Cup and Olympics in Brazil present an opportunity we
should tap into.
Sports Target Opportunity
LatAm
Watched Sports on TV 51% 40%
35%
Attended Sports 11%
30%
Practice Sports 30% 25%
Use 2 out of 3 26% 20%
15%
10%
5%
0%
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 16

17. Sports Audience Opportunity
Soccer is still the most popular sport, but not the only one. The Sports Audience Opportunity
use different media vehicles to keep updated with sport news and scoreboards.
Sport Consumption
Top Sports Watched
Soccer – National 63%
Media Vehicles
TV Program: Sports: Live 80%
Car Racing 33%
TV Program: Sports: News 72%
Soccer – European 28%
Boxing 25% TV Program: Sports: Commentaries 63%
Volleyball 24% TV Program: Extreme sports 52%
Swimming 22%
Read Newspaper Section: Sports 47%
Soccer – Other Latin
22%
American Country TV Program: Sports: Pre-recorded/
Gymnastics / Olympics 21% 42%
Edited
Freestyle Wrestling / MMA
21% Read Magazine Section: Sports 28%
Free Fight
Athletics 20% Radio Program: Sports: Commentary 26%
Beach Volleyball 19% Radio Program: Sports: Live 25%
Tennis 19% Internet: Visited a sports site 24%
26% watch 5+ sports 27% use 7+ of the media vehicles
above to follow sports
Filter: Sports Audience Opportunity
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 17

18. Sponsorship Opportunities- WOM Segment
The proportion of Champions across multiple categories is
high amongst the Sports Target opportunity
Sports Target
Champions
Mobile Phone 163
Tourism/Travel 161
20% of the Sports Target Opportunity is
TV, Video & Audio 159 a Champion.
Cars 147 (Index 126 vs 91 )
Financial & Insurance 140
Soft Drinks 140
Alcoholic Drinks 129 Champions amplify your reach x3!
Filter: Sports Target Opportunity
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 18

19. Sponsorship Opportunities Among
35% of the
“Sports Opportunity” “Sports Opportunity”
watched the World Cup in 2010
Technology
2007 2011
Own DVD Player 64% 85%
Computer 40% 62% Beer
Energy Drinks Camera Ownership 50% 58%
MP3/ MP4 Player 34%
Consumption: 26% in
34% of the “sports
2007 to 30% in 2011 opportunity”
Credit Cards consumed beer in
the past 7 days
Credit Card Ownership:
Has increased 17% from 36%
in 2006 to 42% in 2011
1. Brahma
Red Bull remains 2. Bohemia
the market leader 3. Corona
with 58%
penetration
© 2010 Kantar Media 19

20. Inevitably the evolution of media consumption has altered the state of advertising
and thus created an ever growing demand for more diversified multi-platform
approaches.
Online Offline
Shift &
Growth
Mild
© 2010 Kantar Media 20

21. Global Media Penetration
How does LATAM measure up to other global regions? Broadband’s explosion in the last 5 years and
how it serves as ‘the’ portal for all media.
43% 84% 73%
68% 88% 39%
52% 63% 43%
In LATAM Broadband
68% 69% 52% has grown 291% in the
last 5yrs!
- 82% 43%
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 21

22. Status of Media Penetration in LATAM
OFFLINE ONLINE
Listened to Watched TV Read Read
Radio Broadcast MCHH Newspaper Magazines Radio Programs Newspapers Magazines
(7Days) (7Days) (7Days) (7Days) (Any) (Last 30Days) (Last 30Days) (Last 30days) (Last 30Days)
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 22

23. Touch Points
Through integration, traditional media has expanded it’s reach. The outlook is that as
broadband continues it’s climb this too will follow suit.
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 23

24. Mobile Phone: New Media Platform
Medium
Mobile Phone Prepaid vs.
Details Monthly
Smartphones
© 2010 Kantar Media 24

25. Mobile Phone Details 69% of mobile phone
owners receive mobile
marketing
More than 3/4of the Latin
American population personally own 50% received mobile
a mobile phone.
marketing in the past week!
•Cell phone Ownership has increased in
Latin America from50%in 2006 to
77%in 2011.
•The percent of people who used the
internet featureon their phone in the
past 5 years hasincreased 56%.
Filter: Own Mobile phone & Own internet feature
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 25

26. Prepaid vs. Monthly Payment
Plan It is important to note that that the pre-paid
population and the monthly payment
population use different mobile features.
63% of the mobile
phone population have
a pre-paid plan
20% of the mobile phone
population have a monthly
plan
People with a monthly
payment plan are more
likely than the prepaid
population to own an
internet feature
43% vs. 29%.
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011 © 2010 Kantar Media 26

27. Smartphone Ownership
9% of Latin
Americans Own
a Smartphone
Rise of
Smartphones = Access
Throughout the day
to Apps
the internet platform • 65% of Smartphone owners in Latin
shifts from Wi-Fi to America purchased a Smartphone in the
standard connection past year.
& impacts activities
• Usage for both personal and business
among Smartphone owners increased from
25% in 2008 to 35% in 2011.
Filter: Own Mobile Phone
© 2010 Kantar Media 27
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

28. New Digital Opportunities
Deal-of-the-day websites Hot
Online Banking
Social networks
© 2010 Kantar Media 28

29. Internet in Brazil
• Brazil is growing and the internet is
reaching all SEL
Internet User Universe
Source: Target Group Index – Br11 w2 + Br12 w1 © 2010 Kantar Media 29

30. Internet in Brazil
Internet users are much more likely to consume mutliple media simultaneously
compared to the general population.
Simultaneous
consumption
TV + RD TV + Mag.
Media
Consumption 23%
Pop: 19%
overlap 17%
TV + RD
RD + Mag. Internet 15%
users
62 % 12%
Newsp.+ RD
TV + WEB
Pop: TV + Newsp. 11%
26%
37%
Population 23%
54%
Source: Target Group Index – Br11 w2 + Br12 w1 © 2010 Kantar Media 30

31. The Internet: A Source of Innovation & Leverage
Deal-of-the-day Websites
• More than 1/2 of internet Purchased
consumers are registered with a
deal of the day website and 42%
regularly buy a product or service.
Deal-of-the-day website
registered consumers purchase
products and services 23%
more frequently than the
• Internet consumers spend on average online shopper.
62% of these consumers trust
average R$110 per month
credit cards for online shopping
shopping online
Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 31

32. The Internet: A Source of Innovation & Leverage
Deal of the day website consumers are impulsive
Internet Shopping online shoppers.
Category Internet Deal-of-the- Index
Users day Shoppers
Books 14% 28% 198
Food/Drink, Restaurants /Bars 6% 23% 410
Airline trips 8% 20% 235
Health & Beauty Services 5% 19% 354
Telephone/Accessories 10% 18% 177
Cosmetics 6% 17% 269
Health & beauty Products 6% 17% 272
Electronics 9% 16% 184
Clothes/Jewelry 7% 16% 230
Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 32

33. The Internet: A Source of Innovation & Leverage
Social Media 79% of internet consumers in Brazil
actively participate in Social Networks
Activities
They participate on average in 5.6
Visual Activities (Videos, photos..) 71% Social networking activities per
Access, create, maintain virtual 70% month.
community
Interact with known people 65%
Submit articles/commentaries for 47%
public sites
Create, maintain, access blogs 36%
Meet people 26%
Access a chat room 16%
Online Encounters 12%
Connect through videogame system 10%
Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 33

34. The Internet: A Source of Innovation
Financial Products
84% of internet consumers use at least
one e-banking product or service
compared to an average 10% for the total
population
45%take part in a financial activity
online 5 times more than the total
universe
Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 34

35. Upload Upload
Life Events Video Clip Photos
Gambling/Lottery Download
Sports Movie/Trailer
Finished High
School
Search &/or
download
Retired Started software/
Price university applications
Comparison
Children
married or Travel Plans/
Finance/ grand- Got married Reservations
Banking children born
Access Download
Health Sites Bought first house or Podcasts
car . Birth of children
Gambling on Download
Internet Movie/Trailer
Source: TG.net Ano 2 (maio 2011 – junho 2011) © 2010 Kantar Media 35

36. Summary
Important Trends in the Region
I. Rise of the Middle Class Hot
II. Sports Opportunity Hot
Be mindful of…
III. Online Offline Shift & Growth Mild
• Inherent values
IV. Mobile Phone: New Media Medium
• Infrastructure, bureaucracy and
Platform Security: Achille's Heel
• More women working, less children,
higher purchasing power
Hot • Growing protectionist policies
I. New Digital Opportunities
© 2010 Kantar Media 36

37. THANK YOU!
© 2010 Kantar Media 37