US$(000) for the major advertising categories

Automotive-Auto and Personal Care/Hygiene: Dental remain the categories with the largest investment level for the first half of 2008 as it was throughout 2007 while also enjoying growth in 2008.

Wireless Equipment and Svcs. remains constant in 2008 in comparison to 2007.

Theatrical Film and Health/Beauty: Fragrances lost investment levels during the first half of 2008 compared to 2007.

Toys/Games: Toys and Household Prod/Cleaners/Detergent have much smaller levels of investment yet show growth in 2008 vs. 2007.

Financial Services: Credit Cards, Internet Company/Service Provider, and Financial Services: Banks & Svgs & Loans, all experienced losses throughout the first half of 2008 compared to 2007.

Looking at the chart for Brazil and Argentina it is interesting to note the difference in investment behaviors by category.

Major Advertising Categories

Automotive-Auto and Care/Hygiene: Dental have played a major role in 2008 thus far, with not only a higher investment level, but also a much higher volume of spots dedicated to Pay TV vs. 2007 making these two categories stand out in this market.

Health/Beauty: Fragrances not only had less spots for the first half of 2008 but also had lower investment even though they are still among the top five in total investment.

Theatrical Films showed a drop in both spots and investments.

Toys/Games: Toys has enjoyed an increase in both investment level and spots.

Categories which do not appear among the top investors yet are among the top 10 in volume of spots for 2008 are Household Products: Insecticide, Household Products: Deodorizers, Restaurant: Fast Food and Food-Packaged Goods: Dairy, indicating that the rates per spot are lower than the average spot.

Financial Services: Credit Cards, Internet Company/Service Provider and Financial Services: Banks & Svgs & Loans appear as the top investing categories yet do not fall within the top 10 in categories with the highest volume of spots, indicating that they have a higher than average cost per spot.

comparing the number of spots for the 10 major categories in 2008 this chart shows relationship between each category when comparing total investment to total number of spots

Internet Company/Service Provider rank among the top 10 in total investments in 2008 yet not for volume of spots. This may indicate that this category was concentrating on targeted programming that had higher advertising cost. Automotive, while it shows a great balance between investment and spots it may have been focusing on very specific programming with higher cost when you compare Personal Care/Hygiene: Dental, which had almost the same number of spots for a much smaller investment. Wireless Equipment and Svcs., Financial Services: Credit Cards, and Financial Services: Banks & Svcs. & Loans show the ideal mix between investment and number of spots for the first half of 2008. Theatrical Films, Health/Beauty: Fragrances, and Toys/Games: Toys have a much higher volume of spots than investment which indicates they are achieving a lower cost for the reach they are trying to achieve.

Shows the behavior of major categories by month

The Automotive category not only enjoyed the largest growth in investment and spots in Pay TV, but was dominant among the rest of the key categories month to month in 2008. This was despite the rising global cost of gas affecting car sales. This could be attributed to the fact that Brazil is one of the countries taking the lead in its energy initiative to manufacture hybrid automobiles.

Personal Care/Hygiene: Dental also shows a strong presence in this market.

Health/Beauty: Fragrances show a peak in investment in the months of May and June which can be associated Mother’s Day and Father’s Day, respectively. We are likely to see this category grow much more during the last quarter of the year for the Christmas Holidays just like in Argentina.

Household Products: Insecticide suffered major losses during the second quarter of 2008 compared to the beginning of the year, despite the fact that the volume of spots did increase overall from 2007.