Media Landscape

SAATCHI & SAATCHI RUSSIA
THE LOVEMARKS COMPANY
Total media market trends
2009-2010

44
70
90
113
142
267
193
218
181
229
201
0
100
200
300
400
500
600
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f
Mediamarketvolume-RUR,billions
Actual Optimistic forecast* Pessimistic forecast*
Media market
In 2009 ATL media market** dropped by 28%. In 2010 4%-13% growth is forecasted.
59%
29%
26%
26%
27%
26%
17%
Source: AKAR, PGM estimation
-28%
*February 2010 estimation
13%
4%
**For Internet only display advertising is included (not context advertising)
2009:
RUR 193 bn.
$ 6.1 bn. €4.4 bn.

7% 6% 6% 6% 6% 7% 7% 5% 5% 5%
34%
41% 42% 43% 46% 48% 50% 52%
59% 58%
41%
34% 32% 31% 28% 25% 23% 22%
17% 17%
18% 18% 18% 18% 18% 18% 18% 17% 14% 15%
1% 1% 1% 2% 2% 3% 4% 4%
1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f
%oftotalmediamarketvolume
Others
Internet***
Outdoor
Print
TV**
Radio
Media market segments share dynamics
Pessimistic forecast*
* February 2010 estimation
** Since 2007 non-terrestrial TV was included in TV
***For Internet only display advertising is included (not context advertising)

94%
80% 76% 73%
40%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV Newspapers Radio Magazines Internet Cinema
Source: TNS Russia
Research:
M’Index (2009)
Geography: Russia Cities 100+
TA: P 16+
Time: 05:00 – 29:00
Media penetration
TV has the highest penetration – 94%

Media usage trends 2009Q4/2008Q4
Internet usage doubled
Terrestrial TV, Non-terrestrial TV and Cinema grew by 5-13%
Radio, OOH and Print usage fell by 7-13%
Source: TNS Russia,
ESPAR-Analyst,
PGM Media Logics estimations
Research:
M'Index, TV Index, ESPAR
(2007Q4, 2008Q4, 2009Q4)
Geography: Russia, 100K+
TA: P16+

Media Usage 2010/2009 Forecast
Source: Media Logics estimates
MEDIA TREND COMMENTS
Internet + 70.. 100%
Faster and faster usage growth observed firstly thanks to faster and faster Internet
connection
Non-Terrestrial TV +10.. 15% Usage growth is slowing down as penetration is already great and can’t grow fast further
Cinema +5.. 10% Cinema visiting positive trend is gradually recovering after 2009 crisis fall
Terrestrial TV 0.. +5%
Potential further growth of unemployment could result in growth of home spending what
could increase TV viewing
OOH 0.. -5%
Potential further growth of unemployment could result in fall of OOH spending what could
decrease OOH audience
Print -5.. -10% Further pressure from growing Internet usage could lead further fall of «off-line» reading
Radio -5.. -10% Further pressure from growing on-line listening could lead fall of «off-line» listening

Format Russia UK Germany Italy Czech Rep Poland Ukraine
TV (national) 30” 3.7 10.8 13.6 6.3 8.0 1.5 1.8
Magazines (national) 1/1 4C 8.9 9.3 12.9 4.6 35.1 5.1 11.0
Radio (national) 30” 1.9 3.2 2.4 3.2 2.3 0.2 4.8
OOH 6x3 0.5 n/a n/a n/a n/a n/a 1.0
Cost per Thousand comparison (USD), Adults
Source: PGM Global Database. 2006
MEDIALOGICS est. (for Russia), 2009
Geography (Russia): Cities 100+
TA (Russia): P16+
Media cost per thousand
TV CPT is still below European average, while Magazines and Radio are already very close

Russian TV 2009

Role of TV in Russians life
TV is the most common time spending with almost 4 hours a day.
TV viewing level is 5% above European average.
239
197
26
17
11
10
8
TV
Radio
Online
Print
Music
Books
Video
Ave. daily spends in minutes, Adults Average TV watching minutes by country
300
240
252
252
228
222
168
228
239
USA
Japan
Germany
Italy
Norway
Poland
UK
Europe Average
Russia
Source: TNS Russia,
RTL Group
Research:
M’Index (2009)
Radio Index (2009)
TV Index (2009)
TV International Key Facts
(2004)
Time: 05:00 – 29:00

100%
89%
109%
64%
98%
141%
Average Male Female 4-24 25-54 55+
TV viewing by dem. groups
daily dynamics is “8 hours work day” model: weekends daily viewing is higher:
peak in Winter, fall in Summer: females and elders are the heaviest viewers
6 8 10 12 14 16 18 20 22 24 26
SIESTA
6 8 10 12 14 16 18 20 22 24 26
8 HOURS
Key TV viewing peculiarities
5 7 9 11 13 15 17 19 21 23 25 27
Weekdays
Weekends
114%
107% 108%
101%
94%
88%
84%
88%
91%
100%
112% 111%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TV viewing seasonality (100%=av.viewing)

Shares of National Local Non Terrestrial TV
The most part – 88% of TV viewing belongs to national channels.
During past 4 years share of Cable and Satellite TV was growing and now it
is 6.7% while share of local channels was reducing.
Source: TNS Russia
Research:
TV Index (2005-2009)
Time: 05:00 – 29:00
TA: 18+
89.7% 89.2% 89.2% 88.6% 88.3%
7.3% 6.9% 5.9% 5.5% 4.9%
2.9% 3.9% 4.9% 5.9% 6.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2006 2007 2008 2009
%ofTVviewing
National Local Cable+Satellite

National channels available: Despite of its size Russia has more big channels
than European countries on average
12 of these channels
cover > 70% of adults
Number of channels with penetration > 70%
0 5 10 15 20 25 30 35
Germany
Italy
Poland
UK
Norway
Europe Average
Russia
Russians do have a broad choice
There are now 20 national channels and hundreds of locals in Russia
Number of large channels is above Europe average
Source: TNS Russia,
RTL Group
Research:
TV Est. survey (2009)
TV International Key Facts
(2004)

Source: TNS Russia
Research:
TV Index (2008,2009)
Time: 05:00 – 29:00
TA: 18+
0% 5% 10% 15% 20%
PERVY KANAL
ROSSIYA 1
NTV
STS
TNT
REN-TV
TV TSENTR
TV-3
DOMASHNY
ROSSIYA K
DTV
SPB 5
ROSSIYA 2
ZVEZDA
ROSSIYA 24
MTV
MUZ TV
2X2
7TV
EURONEWS
Non-Terrestrials
Locals
PERVY
KANAL
ROSSIYA 1
NTV
STS
TNT
REN-TV
TV TSENTR
TV-3
DOMASHNY
ROSSIYA K
DTV
SPB 5
ROSSIYA 2
ROSSIYA 24
MTV
MUZ TV
2X2
7TV
EURONEWS
Non-
Terrestrials
Locals
ZVEZDA
-40% -20% 0% 20% 40% 60% 80% 100%
50% of audience
Channelsshare2009
+/-2009vs.2008,%
TV Channels Ranking
Half of audience 18+ is occupied by TOP3 channels.
The leader’s “Pervy Kanal” (“First Channel” – rus.) share is 19%

PERVY KANAL
ROSSIYA 1
NTV
STS
TV TSENTR
ROSSIYA K
REN-TV
TNT
MTV
MUZ TV
TV-3
7TV
EURONEWS
DTV
ROSSIYA 2
DOMASHNY
ZVEZDA
SPB 5
ROSSIYA 24
2X2
20
25
30
35
40
45
50
55
60
30 35 40 45 50 55 60 65 70 75 80
Audience av. age
% of women in audience
TV Channels Gender Segmentation
The biggest channels are Elder-Female oriented.
There are possibilities to reach Youth and Men, but they are limited
Elder-WomenElder-Men
Young-WomenYoung-Men
Source: TNS Russia,
Research:
TV Index (2009)
TA: P04+
Size of bubbles ~ channel daily reach size,
Axes-cross correspond to total population’s % of females and ave. age

Allow to place ads: Ad is Forbidden:
…and hundreds of locals..
Commercial channels
19 of 20 national channels and all locals with sum 98% sell their air-time
It means that almost all TV viewing could be used for commercial campaigns
Source: TNS Russia
Research:
TV Index (2009)
Time: 05:00 – 29:00
TA: 18+
98% of viewing 2% of viewing

+1,4%
National TV Sales Houses
Video International and Gazprom-Media together have 95.1% of TV viewing. It’s a duopoly.
Since 2008 MTV and TV-3 joined VI. Since April 2008 7TV joined VI.
VI
Other
64.8%
31.6%
3.6%
2008 Share,%
Source: TNS Russia
Research:
TV Index (2008,2009)
Time: 05:00 – 29:00
TA: 18+
VI
Gazprom-Media
Other
62.2%
33.0
4.9%
2009 Share,%
2009
VS
2008
-2.6%
+1,2%
Gazprom-Media

Program Ad Channels promo
Programs occupy only 85% of commercial channels broadcast
The rest time is for ad and channel promo in 4:1 proportion
Source: TNS Russia
Research:
TV Index (2009)
Geography: Moscow
Time: 05:00 – 29:00
Channels promo – 3%
Programs
85% of broadcast
Commercials – 12%

% of category w ithin view ed ad (2009, national)
18%
11%
11%
10%
7%
7%
6%
5%
4%
3%
18%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Beauty & Healthcare Goods
Non-Alcoholic Drinks & Beer
Food
Medicines & Bio Active Supplements
Household Chemicals
Telecommunications
Confectionery
Cars & Accessories
Retail
Perfumery
Others
Ave. viewed ad time:
17.7 min a day
Ad viewed volume and structure
Average viewer is exposed to 17.7 minutes of national ad a day
Different FMCG are the most advertised categories
Source: TNS Russia,
PGM Experts
Research:
TV Index (2009)
Time: 05:00 – 29:00
TA: 18+

TV 2009:
RUR 113.7 bn.
€2.6 bn. $3.6 bn.
15 29 38 49
66
86
113
139
114
123
112
34%
41% 42% 43%
46% 48%
49%
52%
58% 58%
57%
0
50
100
150
200
250
300
350
400
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f
TVmarketvolume-RUR,billions
0%
10%
20%
30%
40%
50%
60%
70%
ShareofTVinmediamarket
Actual Optim istic forecast* Pessim istic forecast* Share Actual Share Optim istic* Share Pessim istic*
TV ad market growth is ahead of total media market
TV share constantly grew, it means that TV spends grew faster than others.
In 2009 TV market volume was $3.6 bn. = 58% of media market. Ruble inflation forecast on national
channels for 2010 is 0%...+10%.
93% 32%
29% 34%
30%
32%
23% -18%
10%
0%

Decreasing of national ad viewed stopped
Because of new Ad Law limits: TV viewing was falling till Mar 2008; currently
it’s growing:
National Ad viewed (ave. min / day)
17.8
19.7 20.5
21.9
23.8 23.0
21.3
17.4 17.7
0
5
10
15
20
25
2001 2002 2003 2004 2005 2006 2007 2008 2009
Average TV watching time per day
(average by last 12 months)
205
210
215
220
225
230
235
240
245
250
2003 2004 2005 2006 2007 2008 2009
Since July’06:
20% an hour,
15% of broadcast
Since Jan’08: 15% an hour
Source: TNS Russia
Research:
TV Index (2001-2009)
Time: 05:00 – 29:00
TA: 18+
Negative tendency in 2006-2008 took place…

How much money to support a brand?
Different brands need different support level
Just to imagine avg. spends level: 1900 GRPs 30” costs ~ $ 4M (2009)
Source: TNS Russia, AKAR
Research:
TV Index (2009)
Time: 05:00 – 29:00
TA: 18+
Ave annual spends per brand:
~ 9.5 min. ad
to everybody or
1900 GRPs 30”
~ RUR 127M,
$ 4M,
€ 2.9M
Spends vary greatly from brand to brand:
Danone, Schwarzkopf,
MTS, L'Oreal Paris,
Megafon, etc.
40 000 GRPs 30”
<100 GRPs 30” (small and one-day
brands)
ave. 1900 GRPs 30” per brand

Top 20 Categories (GRPs 30” 18+)
Medicines & Food Supplements, Mass Actions, Financial Services and Retail showed
significant growth. HH Appliances, Cars & Accessories, IT hardware on the contrary fell
noticeably.
Source: TNS Russia
Research:
AdFact (2008,2009)
TV Index (2008,2009)
TA: P18+

Top 20 Advertisers (GRPs 30” 18+)
P&G, Coca-Cola, Bee Line and Colgate-Palmolive reduced 30’’GRPs18+ volumes.
L’Oreal, Nestle, Kraft Foods, Pepsi Co, M.Video showed more than 40% growth.
Source: TNS Russia
Research:
AdFact (2008,2009)
TV Index (2008,2009)
TA: P18+

Ratio of National and Local TV markets
Share of local inventory is growing due to growth of local inventory at national
channels
82.1% 81.9% 81.3% 80.1% 77.9% 76.7%
10.5% 11.9% 12.3% 13.8% 16.2% 17.0%
7.4% 6.3% 6.4% 6.2% 6.0% 6.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2004 2005 2006 2007 2008 2009
30''GRPs18+volumeratio National Local at national channels Local at local channels
Source:TNS Russia
Research:
AdFact (2004- 2009)
TV Index (2004- 2009)
Geography: TOP cities
TA: P18+

Top 20 regional Advertisers (GRPs30” 18+)
There were many new participants in Top 20 in 2009. MTS, Ferrero and Hartog Holdings SA
increased their regional volumes significantly. Wimm-Bill-Dann could go up from the 4th to the
3rd position. L'Oreal on the contrary change the 3rd to the 8th position.
Source: TNS Russia
Research:
AdFact (2008,2009)
TV Index (2008,2009)
Geography: TOP Cities
TA: P18+

Non-TV media
OOH

Outdoor 2009:
RUR 27.3 bn.
€0.6 bn. $0.86 bn.
8 13 16
21
26
33
40
46
27
31
29
18% 18% 18% 18% 18% 18%
18%
17%
14%
15%
15%
0
20
40
60
80
100
120
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f
OOHmarketvolume-RUR,billions
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
ShareofOOHinmediamarket
Actual Forecast Optimistic* Forecast Pessimistic*
Share Actual Share Optimistic* Share Pessimistic*
Outdoor growth rate
Outdoor decreased by 40% in 2009, which is greater than the total market (-28%). Its share in the total
market volume decreased. Ruble inflation forecast for 2010 is +5%...+10%.
56% 30%
26%
25%
29%
22%
13%
-40%
15%
5%

Dec 2004; 76 381
Dec 2009; 120 573
Dec 2004; 41 695
Dec 2009; 42 476
Dec 2007; 45 450
Nov 2007; 50 051
0
20 000
40 000
60 000
80 000
100 000
120 000
140 000
Jan2004
Feb2004
Mar2004
Apr2004
May2004
Jun2004
Jul2004
Aug2004
Sep2004
Oct2004
Nov2004
Dec2004
Jan2005
Feb2005
Mar2005
Apr2005
May2005
Jun2005
Aug2005
Jul2005
Sep2005
Oct2005
Nov2005
Dec2005
Jan2006
Feb2006
Mar2006
Apr2006
May2006
Jun2006
Jul2006
Aug2006
Sep2006
Oct2006
Nov2006
Dec2006
Jan2007
Feb2007
Mar2007
Apr2007
May2007
Jun2007
Jul2007
Aug2007
Sep2007
Oct2007
Nov2007
Dec2007
Jan2008
Feb2008
Mar2008
Apr2008
May2008
Jun2008
Jul2008
Aug2008
Sep2008
Oct2008
Nov2008
Dec2008
Jan2009
Feb2009
Mar2009
Apr2009
May2009
Jun2009
Jul2009
Aug2009
Sep2009
Oct2009
Nov2009
Dec2009
total#ofsurfaces
Other cities (31 biggest)
Moscow
Source: TNS Russia
Research: AdFact (Jan’04-Dec’09)
Geography: TOP CitiesOOH market development
For the past 5 years # of sites grew by 2% in Moscow and by 58% in regions. In regions growth
has stopped and # of surfaces even fell a bit. Since Dec’2007 about 10% of Moscow sites were
taken down, mainly in the centre. In December 2009 # of Moscow sites was 6.5% less than in
December 2007. Under the circumstances of low demand suppliers stopped placing new surfaces
and in some cased even remove existing ones in order to reduce expenses and put demand and
supply to the same level.

60%
65%
70%
75%
80%
85%
90%
95%
100%
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
%ofsurfacessold
Moscow
Saint-Petersburg
Other Cities
Source: TNS Russia
Research: AdFact (Jan’06-Dec’09)
Geography: TOP Cities
Sold-out dynamics
In 2Q 2009 sold-out difference between Moscow and other cities started reducing.
2006 2007 2008 2009

57%
11%
10%
5%
4%
4%
3%
2%
1%
3%
0% 10% 20% 30% 40% 50% 60%
Billboard
Trivision
Light Box
Pillar
Bus Shelter
Lamppost Sign
Kinetic Board
Unipole
Painted Wall
Others
Format share of total # of surfaces, Dec'09
Top OOH Formats
3x6 Billboards and their subtype 3x6 Trivisions are the most common format – 68% of total surfaces.
Small formats Light Boxes, Lamppost Signs, Pillars, Bus Shelters account for 23%.
Light Boxes, Pillars, Lamppost Signs and Painted Walls fell greater than market.
Source: TNS Russia
Research: AdFact (Dec 2008, 2009)
Geography: 50 TOP Cities
5%
11%
-6%
-1%
0%
5%
-2%
2%
-12%
-10%
-5%
-15% -10% -5% 0% 5% 10% 15%
Billboard
Trivision
Light Box
Pillar
Bus Shelter
Lamppost Sign
Kinetic Board
Unipole
Painted Wall
Others
TOTAL
+/- % # of surfaces, Dec'09 vs Dec'08

TOP 20 OOH Categories
Two of three leaders of 2008 (Cars and Telecommunications) reduced their shares. Mass actions
on the contrary increased its share and occupied the 3rd position. Well growth of Tourism, Sport &
Leisure was observed.
Source: TNS Russia
Research: AdFact (2008,2009)

TOP 20 OOH Advertisers
3 top positions are occupied by cellular operators. Two of them (Bee Line and Megafon) reduced
their shares in 2009. Samsung reduced its share significantly and went down from the 3rd to 8th
position. LG on the contrary moved from the 30th to 6th place.
Source: TNS Russia

Non-TV media
Print

Print 2009:
RUR 32.6 bn.
€0.7 bn. $1.03 bn.
18
24
29
35
39
45
52
58
33
36
34
22%
17%
41%
34%
32%
31%
28%
25%
23%
17%
17%
0
20
40
60
80
100
120
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f
Printmarketvolume-RUR,billions
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
ShareofPrintinmediamarket
Print growth rate
Print dropped by 43% in 2009, which is greater than the total market (-28%). It’s share in the total
market volume decreased. Ruble inflation forecast for 2010 is 0%...+10%.
33%
21%
20% 14%
13%
16%
11% -43%
10%
5%

Source: TNS Russia
Research: NRS (May-Oct’09)
Geography: Russia 100+
TA: P16+
Print genres coverage
Newspapers is TOP genre in terms of coverage with 73%.
Next is TV-Guides and Entertainment with 54.2%
and 53.2% respectively.
72.9
54.2
53.2
48.4
41.9
40.0
33.8
23.6
22.3
21.8
20.1
17.1
14.9
14.7
12.0
9.1
9.1
4.6
4.2
0 10 20 30 40 50 60 70 80
Newspapers
TV -Guides
Entertaining
Women's
General interest
Ad editions
Auto/Moto
Business & analitical
Interior & Design
Tourism
Sport
Cooking
Health
Men's
Computer
Family & children
Youth's
Gardening
Tech/Mobile
Half-Year audience, % P16+

18.0
12.4
8.1
7.9
5.5
3.2
3.1
2.8
2.4
2.2
0 2 4 6 8 10 12 14 16 18 20
Antenna/Telesem
Argumenty i Fakty
777
KP(W)
Iz Ruk v Ruki
Moya semya
Orakul
KP
Rossiyskaya Gazeta
MK-Region
TOP10 Newspapers by One Issue Cover, %
Source: TNS Russia
TA: 16+
TOP Russian Newspapers
The most popular Russian title is TV-guide Antenna/Telesem

10.8
10.1
7.4
6.4
6.4
6.1
5.4
5.3
5.2
4.3
0 2 4 6 8 10 12
Cosmopolitan
Za Rulem
Telenedelya
Vokrug Sveta
Karavan Istoriy
7 Dney
Liubliu gotovit
Teschin Yazyk
Liza
Liza Krosswordy
TOP10 Magazines by One Issue Cover, %
TOP Russian Magazines
Two first positions are occupied by the most popular female magazine
“Cosmopolitan” and by auto edition “Za Rulem”.
Source: TNS Russia
TA: 16+

Source: TNS Russia
TA: P16+
TOP20 titles audience geography
Titles audience geographical distribution varies greatly
E.g., share of Moscow and St. Petersburg is in the range from 17% to 66%
23%
66%
50%
50%
48%
46%
45%
42%
41%
33%
32%
30%
30%
29%
27%
27%
26%
26%
21%
20%
17%
77%
34%
50%
50%
52%
54%
55%
58%
59%
67%
68%
70%
71%
73%
73%
74%
74%
79%
80%
83%
70%
Total Population
7 Dney
Liza Krosswordy
Otdohni!
Karavan Istoriy
Liza Dobrye sovety
Vokrug Sveta
Zyatek
Teschin Yazyk
Liza
Argumenty i Fakty
Za Rulem
Liubliu gotovit
777
Igromania
Burda
Cosmopolitan
KP(W)
Telenedelya
Antenna/Telesem
Iz Ruk v Ruki
Mos + Spb Other cities 100K+

14%
10%
7%
7%
6%
5%
5%
4%
4%
3%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Independent Media
Hachette Filipacchi Shkulev (AFS)
Burda
Conde Nast
Komsomolskaya pravda
Kommersant
7 Dney
Argumenty i Fakty
Delovoy Mir
Forward Media Group
Others
Supplier share (RC Costs) 2009
0%
2%
53%
5%
-12%
-52%
21%
0%
-2%
82%
12%
-60% -40% -20% 0% 20% 40% 60% 80% 100%
Independent Media
Hachette Filipacchi Shkulev (AFS)
Burda
Conde Nast
Komsomolskaya pravda
Kommersant
7 Dney
Argumenty i Fakty
Delovoy Mir
Forward Media Group
Others
+/- share change 2009vs2008
TOP Publishing Houses (central editions)
Market is not very fragmented: 64% to TOP 10 suppliers.
First is Independent Media with 14%.
Source: TNS Russia
Geography: Moscow, Saint-Petersburg

TOP 20 Print Categories
Tobacco showed the largest growth in 1-3Q 2009. Real Estate on the contrary saw their
shares reduced significantly.
Source: TNS Russia

TOP 20 Print Advertisers
Only 4 from top 20 advertisers reduced their shares. 3 of them are car producers.
Source: TNS Russia

Non-TV media
Radio

3 4 6
7 9
13
15 14
9
9
9
5.2%
4.7%
6.6%
6.3% 6.3% 6.4%
6.0%
6.9%
6.5%
4.4%
4.6%
0
5
10
15
20
25
30
35
40
45
50
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f
Radiomarketvolume-RUR,billions
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
ShareofRadioinmediamarket
Radio 2009:
RUR 9 bn.
€0.2 bn. $0.28 bn.
Radio growth rate
Radio decreased by 36% in 2008. It’s share in the total market volume was stable till 2007, but both in 2008
and 2009 it dropped. Ruble inflation forecast for 2010 is 0%...+5%.
52%
30% 26% 18%
47%**
19%
** Changed method - a lot of regional markets added in 2006
-36%
-6%
0%
+5%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Russkoe Radio
Europe+
Autoradio
Shanson
Retro FM
Doroznoe Radio
Radio Rossii
Mayak
Humor FM
Love Radio
Daily Reach%
Top 10 stations
Leaders are Russkoe Radio and Europe +
Source: TNS Russia
Research:
Radio Index (3Q 2009)
Geography: Russia 100K+
TA: 12+
Time: 05:00 – 29:00

TOP 20 Radio Categories
Medicines & Food Supplements and Cars are leaders with noticeable advantage.
Source: TNS Russia

TOP 20 Radio Advertisers
Two Materia Medica reduced its share noticeably but could keep the 1st position.
Incredible growth of Toyota allowed it to occupy the 2nd position. All cars producers
increased their shares.
Source: TNS Russia

Non-TV media
Internet

2.9
5.7 7.4 7.7
1.7
9.5
8.7
0.2%
0.4%
0.7%
0.9%
1.2%
1.6%
2.5%
2.8%
4.0%
4.4%
4.4%
0
5
10
15
20
25
30
35
40
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010f
Internetmarketvolume-RUR,billions
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
ShareofInternetintotalmediamarket
Internet 2009:
RUR 7.7 bill.
€0.17 bill. $0.24 bill.
Internet Market** Growth Rate
Internet spends grew much faster than total media.
In 2009 it increased by 4%(while market dropped by 28%). Ruble inflation forecast for 2010 is +5%...+15%.
67% 70%
71%
97%
4%
32%
23%
13%
**Only display advertising is included (not context advertising)

Far-Eastern FD
1.9 mln
37% of population
Siberian FD
5.1 mln
32% of populationUral FD
3.5 mln
36% of population
Volga FD
7.7 mln
31% of population
North-West FD
5.4 mln
48% of population
Central FD
(w/o Moscow)
7.5 mln
34% of population
Southern FD
5.3 mln
30% of population
Moscow
5.5 mln
61% of population
www.fom.ru Autumn 2009
Number of internet users by regions

Internet Monthly Reach
Internet reach growth is very stable. For Russian cities 100+ monthly reach for last 2
years grew by 33%. Since December 2005 this indicator has grown by 85% in Moscow.
Currently Internet monthly reach is 51% for Russia 100+, 64% for Moscow, 61% for
Saint-Petersburg, 60% for Ekaterinburg.
39 39 38
39 39
41
41
41
38 38
39
42 43
45
44
46 45 45
48 47 47
48 49
50
52 51
35 35
37 36
37 38 37 37
36
38
41
43 43
45
46
51
52
54 53
52
50
53
54
55
56
57
58
60 60 60
59
57 58
60
61
62 62
60
61 61 62
61
60 60 60 61
63
64 64
50
52
53 53
55
56 56
54
60
58
61
59 58
60
56
54
56
56
54
20
25
30
35
40
45
50
55
60
65
70
Dec
05
Feb
06
Apr
06
Jun
06
Aug
06
Oct
06
Dec
06
Feb
07
Apr
07
Jun
07
Aug
07
Oct
07
Dec
07
Feb
08
Apr
08
Jun
08
Aug
08
Oct
08
Dec
08
Feb
09
Apr
09
Jun
09
Aug
09
Oct
09
Dec
09
Russia, Cities 100+
Moscow
St.-Petersburg
Ekaterinburg
Source: TNS Russia
Research: Est. Survey for WebIndex (Dec’05-Dec’09)
TA: 12+
Monthly Reach, % of All 12+

Source: TNS Russia
Research: Est. survey for Web Index (2008,2009)
TA: 12+
Internet connection type
Broadband connection is replacing dial-up. Currently more than three-quarters of Russian
Internet visitors use broadband channel. Most of its growth comes from increasing of
home broadband connection.
Connection type, % of monthly reach
22%
15%
70%
77%
3%
2%
6%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2008
2009
Dial-up Broadband GPRS Don't know

Source: TNS Russia
Research: Est. survey for Web Index (2008,2009)
TA: 12+Mobile Internet
Currently 13% of people 12+ use Mobile Internet (on-line surfing through their mobile
phones). And its penetration is growing.
Mobile Internet monthly reach, % of 12+
13%
11%
0%
2%
4%
6%
8%
10%
12%
14%
16%
2008 2009

Source: TNS Russia
Research: M’Index (2009)
TA: 18+
Internet usage vs. other media
Internet time spending took the 3rd place after TV and Radio.
Right chart shows the situation of close to 100% internet penetration.
239
197
11
11
8
6
26
10
TV
Radio
Online
Music
Newspapers
Books
Video
Magazines
Ave. daily spends in minutes, Adults
19
8
12
6
67
11
228
207
TV
Radio
Online
Music
Newspapers
Books
Video
Magazines
Ave. daily spends in minutes, Internet users

Source: TNS Russia
Research: M’Index (2009)
Internet users profile
Typical heavy internet user is a man, 16-34 years old,
rich and higher-educated
Internet heavy-user Affinity
0
50
100
150
200
250
male
female
16-24
25-34
35-44
45-54
55-64
65+
primary ed.
secondary ed.
higher ed.
low inc.
middle inc.
high inc.

77.3
69.8
39.7
38.0
33.6
20.5
12.7
12.5
9.8
0 10 20 30 40 50 60 70 80 90
Search
E-mail
Communication (forums, blogs etc)
Listening to music and downloading
music
Watching and downloading video
On-line games
Listening to radio by Internet
Purchasing through Internet
Creating personal Internet pages
Services used last month (% from Internet users)
58.9
27.6
0.0
-6.4
-4.7
-4.8
14.2
10.3
-10 0 10 20 30 40 50 60 70
Search
E-mail
Communication (forums, blogs etc)
Listening to music and downloading
music
Watching and downloading video
On-line games
Listening to radio by Internet
Purchasing through Internet
Creating personal Internet pages
+- % change 2009 vs 2008
Source: TNS Russia
Research: M’Index (2008, 2009)
TA: 16+, Internet users
Most used Internet services
The most popular web-services are search of information and E-mail.
growth leader is communication. Listening to radio by Internet grew noticeably.

27%
30%
49%
16%
15%
47%
60%
59%
144%
23%
0% 20% 40% 60% 80% 100% 120% 140% 160%
+/- monthly reach, % 4Q'09vs4Q'08
52.7%
50.0%
39.2%
32.0%
31.2%
24.8%
18.7%
16.0%
15.7%
14.7%
56.3%
0% 10% 20% 30% 40% 50% 60%
Yandex.ru
Mail.ru
Vkontakte.ru
Odnoklassniki.ru
Rambler.ru
LiveJournal.com
Rutube.ru
LiveInternet.ru
Rian.ru
Tvigle.ru
Total Internet
TOP10 web-sites average monthly reach 4Q 2009, %
Source: TNS Russia
Research: Web Index (4Q’08,4Q’09)
TA: 12-54
TOP Russian web-sites
Yandex.ru and mail.ru are outstanding leaders. Then two social networks and rambler.ru.
Vkontakte.ru increased its monthly reach more significantly than odnoklassniki.ru. 4Q
2009 growth leader from top 10 is rian.ru.
NA

Non-TV media
Cinema

Cinema 2009:
RUR 0.5 bill.
€11.3 mill. $15.7 mill.
0.50.7
0.5
0.4
0.22% 0.22%
0.25%
0.24%
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
2006 2007 2008 2009
Cinemamarketvolume-RUR,billions
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0.30%
ShareofCinemaintotalmediamarket
Volume Share
Cinema Market Volume Change
Cinema spends fell by 29% in 2009 to 0.5 bill. rubles.
25%
Source: AKAR
40% -29%

Cinema goers (Russia)
More and more people visit cinemas. Cinema visiting frequency was stable during last 3
years. An average cinemagoer visits cinema 0.8 times a month
0.75
0.82
0.79
0.82
0.77 0.79 0.78
0.3
0.4
0.5
0.6
0.7
0.8
0.9
2003/1 2003/2 2004/1 2004/2 2005/1 2005/2 2006/1 2006/2 2007/1 2007/2 2008/1 2008/2 2009/1 2009/2
Average number of visits per month for a cinema goer
Source: TNS Russia
Research:
M’Index (2003/1-2009/2)
Geography: Russia, cities 100+
TA: 16+
17
15
19 19 19
22
23
0
5
10
15
20
25
2003/1 2003/2 2004/1 2004/2 2005/1 2005/2 2006/1 2006/2 2007/1 2007/2 2008/1 2008/2 2009/1 2009/2
%of16+
Cinema goers*
*People visiting cinemas more than once in 6 months

Top 20 movies in Nov-Dec’09
0 1000 2000 3000 4000 5000 6000 7000
2012
Avatar
The Twilight Saga: New Moon
Kniga Masterov
Christmas Carol, A
Cloudy with a Chance of Meatballs
Old Dogs
Tsar
Na Igre
Planet 51
Arthur et la vengeance de Maltazard
Men Who Stare at Goats, The
Pick Up. Syem Bez Pravil
Saw VI
Hachiko: A Dog's Story
Ukroshenie Stroptivyh
Law Abiding Citizen
This Is It
Paranormal Activity
Antikiller D.K.
Visitors, 000's
Source: www.film.ru

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