US$(000) for the major advertising categories

In this market while there was a slight decrease in some categories, the overall tendency is leaning towards an increased growth.

Personal Care/Hygiene: Dental, Wireless Equipment and Svcs. and Financial Services: Banks & Svgs & Loans dominate investment, and are the top 3 categories for advertising expenditures in Pay TV. These categories also led in 2007 but have significantly increased their lead in the first half of 2008.

Wireless Equipment and Svcs. is a category that is playing a key role within Pay TV advertising.

Financial Services: Banks & Svgs & Loans holds one of the top spots for investment levels in Venezuela; this in unlike the other markets where this category is not key.

Financial Services: Credit Cards has invested less this year when compared to 2007.

Health/Beauty: Fragrances and Automotive reduced their investment levels as well.

Automotive is not a key category in this market.

Major Advertising Categories

Personal Care/Hygiene: Dental, is the leading category in volume of spots, just as it is the leader in investment.

Health/Beauty: Fragrances holds the # 2 spot in the volume of spots purchased and ranks # 4 for investment levels; although compared to 2007, it showed a loss in both areas.

Financial Services: Banks & Svcs. & Loans, ranks 3rd both in volume of spots and levels of investment.

Wireless Equipment and Svcs. has also increased the volume of spots in 2008. This category has also been very efficient in its cost per spot since it holds a more favorable ranking in the investment arena.

Pharmaceutical and Theatrical have shown increases in both areas

Toys/Games: toys, Financial Services: Credit Cards, Automotive and food-Packaged Goods: Others, are at the low end of the number of spots aired. This goes hand in hand with their investment level tendencies year to year.

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

This market shows the most consistency between investment and the number of spots.

Entertainment/Events has by far the greatest difference between investment and spots. In this case their target audience must have been very costly to reach since their investment was much greater than the number of spots.

Health/Beauty: Fragrances showed by far the greatest efficiencies when looking at investment to the total number of spots.

All the other categories show a very small variance either up or down between investment and number of spots. While Mexico was much more consistent than Argentina or Brazil, Venezuela shows the least variance between investment and spots across all categories.

Shows the behavior of major categories by month

Personal Care/Hygiene: Dental is one of the categories with the most stable tendencies throughout the first half of 2008 as the previous graph indicates.

Fragrances again peaks during May and June for Mother’s Day and Father’s Day and will most probably show increased activity in October through December for the Christmas Holidays.

Pharmaceutical also stands out for its sudden increase in participation which can be seen clearly in the months of April through June.

Theatrical Film had a greater participation in the first quarter of the year and has slowly faded during the second.

Beverage/Soda Drinks/Juice shows the same tendency, with a good early part of the year and then it falls off.

Wireless Equipment and Svcs. has increased in both investment and spots while showing stability month to month.

Financial Services: Credit Cards while on a year to year basis has shown some losses it has remained constant month to month also proving to be a stable category.