US$(000) for the major advertising categories

Wireless Equipment and Svcs. took over the #1 spot with the highest Pay TV investment level for the first half of 2008, with almost a 100% increase. Although this category enjoyed growth in Argentina and remained stable in Brazil, the importance of this category in Mexico supersedes both Argentina and Brazil.

Automotive-Auto suffered a loss in investment level probably due to the increasing cost of fuel.

Automotive-Auto, Theatrical Films and Healthy/Beauty: Fragrances were the only three categories to suffer slight losses in investment levels in this strong and stable market.

Beer/Liquor/Wine enjoyed a considerably higher investment level in Pay TV in 2008. This category also enjoyed a much higher volume of spots as seen in the next graph.

Food-Packaged Goods: Dairy, Beverage/Soft Drinks/Juice, Household Prod/Cleaners/Detergent and Pharmaceutical showed just slight increases in 2008.

Major Advertising Categories

Wireless Equipment and Svcs. is one of the fastest growing categories playing a key role in Pay TV during 2008, in investment levels as well as number of spots. This is consistent with the tendencies in other markets.

Automotive-Auto category shows a lower volume of spots in 2008 which continues the tendency shown in the other markets.

Health/Beauty: Fragrances also had less spots during the first half of 2008 vs.2007.

Personal Care/Hygiene: Dental experienced an increase in spots as well as investment levels thus far in 2008 in comparison to the previous year.

Beer/Liquor/Wine showed a solid increase over 2007 which placed this category at number 7 in the spots aired. What is significant is that this category moved to 3rd in investment during 2008 as the previous chart shows.

Beverage/Soft Drinks/Juice showed a significantly higher level of spots in 2008 vs. 2007. One possibility is the association of these types of products to the 2008 Olympics.

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

Unlike the other markets where we see significant variances in investment and spots for some categories, this market shows on the whole, a balance between investment and the number of spots.

Pharmaceutical and Household Prod/Cleaners/Detergent almost showed an exact match between investment levels and volume of spots.

Automotive-Auto, Wireless Equipment and Svcs Beer/Liquor/Wine, Food-Packaged Goods: Dairy and Beverages Soft Drinks/Juice all generated less spots for their investment dollar.

Health/Beauty: Fragrances showed the greatest difference between investment and number of spots which indicates their target audience was far less costly to reach.

Theatrical Film, Personal Care/Hygiene: Dental also showed a greater investment for the number of spots but on a much smaller scale.

Shows the behavior of major categories by month

Wireless Equipment and Svcs. and Automotive-Auto have a strong presence throughout the first 6 months of the year which makes it clear that these are two key categories in Mexico.

Health/Beauty Fragrances proves to have the most active presence in the months of May and June for Mother’s Day and Father’s Day, respectively, as the previous charts have confirmed.

Beer/liquor/Wine and Beverage/Soda Drinks/Juice show a consistent level of activity month to month. We also can conclude that very few other categories have the same level of consistency.

Toys/Games: Toys and Household Prod/Cleaners/Detergent show a significant variance on a month to month basis which has been noted previously when we were discussing the month by month analysis for Argentina.