Copyright © 2011 Interactive Advertising Bureau of Canada 1

Online & other ad spend in Canada Online & other ad spend in Canada and French Canadaand French Canada

Ernst & Young 2010 + eMarketer & other sources

Updated April 9th, 2011

Copyright © 2011 Interactive Advertising Bureau of Canada 2

IAB Canada: Online Ad Spend in CanadaIAB Canada: Online Ad Spend in Canada1998-20111998-2011

IAB Canada : Canadian Internet publisher’s revenues 1998-2011 (in millions of dollars)

Sources : 1998-2001 : IABC & PwC, 2002-2009 : IABC & Ernst & Young, 2010-2010 : eMarketer, 2011 : PwC eMarketer

455$M 2,4$B

400$M 2,1$B

+16% estimated 2009 to 2010+15% projected 2010 to 2011

Copyright © 2011 Interactive Advertising Bureau of Canada 3

Ad Spend In Canada 2004-14Ad Spend In Canada 2004-14

Internet accounted for 3% of total in 2004

Internet was already ahead of Out Of Home

* Sources : TV/RD : 2004-09 CRTC, 2010-11 Warc, 2012+projection, Quot.: 2004-09 CNA, 2010-11 Warc, 2012+projection, DM : 2004 MediaDigest, 2005-09 CanPost, 2010+projection, Hebdos : 2004-09 MediaDigest, 2010+projection, Internet : 2004-10 IABC, 2011-14 eMarketer, Yellow Pages : 2004 MediaDigest, 2005-09 Teledirect, 2010+projection., Magazines : 2004 Media Digest, 2005-10 MagCanada, 2010-11 Warc, 2012+projection, Affichage : 2004 MediaDigest, 2005/09 NMR, 2010-11 Warc, 2012+projection, Mobile : 2007-09 eMarketer, 2010-12 SMV, 2013+projection

Internet will account for 16% of total in 2011 – that’s 2nd to television.

Internet inches ahead of newspapers and direct marketing

10-9%Share ‘04-’11 11-8% 3-3%3-16% 22-15%25-21% 12-13% 10-10% 5-4%

-15%

+9% +481%

+46%

% growth ‘05-’10

+23%

+30%

0-0.1%

(000)

+631%

+26% -2%

-8%

DailyNewspapers

Yellow Pages

Community Papers

Magazines OOH

Copyright © 2011 Interactive Advertising Bureau of Canada 4

Ad Spend in French Canada 2004-14Ad Spend in French Canada 2004-14Internet accounted for 4% of total in 2004

We estimate 89% growth between 2004-05, and 68% between 2005-06.

* Sources : TV/RD : 2004-10 CRTC, Quot.: 2004-10 GuideMédiasIP, Internet : 2004-10 IABC, Magazines : 2004-10 GuideMédiasIP, Affichage : 2004-10 GuideMédiasIP, Hebdos : 2006-10 Hebdos du Québec; toutes projections 2011+ sont en part historique Qc du Canada total.

Internet will account for 18% of total in 2011 – that’s 3rd to television and dailies.

Daily newspapers see the most important share loss (-15% over 5 years)

-15%

+0%

+223%

-7% +20%

% growth ‘05-’10

Share ’04-’11: 37-28% 31-22% 4-18% 11-10% 13-11% 8-5% 6-5%

(000)

+0% +13%

Community Papers Magazines OOH Newspaper