Regional TV Effectiveness Study 2008 - 2010

1. Automotive: Hyundai i30 Main findings Regional TV Effectiveness Study 2008 - 2010 • Regional TV was a major contributor to most successful new small car launch of past 3 years • Regional buyers accounted for 37% of i30 sales in first full year • ROI from regional TV was double national average

2. Typical regional i30 Hyundai buyer is financially secure female baby boomer Source: Roy Morgan Research (12 months to June 2010 - new Hyundai small vehicle bought in the last 5 years)

3. In first full year of i30 launch regional uptake was almost 50% higher – regional buyers cashed up and like value TV spend Share Hyundai i30 share of Small < $40k category sales Source: VFACTS and AdQuest

4. In 2009 bigger FTA TV budget doubled sales in all active markets and 37% of all sales came from regional TV spend Share Hyundai i30 share of Small < $40k category sales Source: VFACTS and AdQuest

5. Higher regional share of national TV spend from 2008 onwards had clear positive impact on sales uptake 16% Share of total TV $ to regional 20% 21% 21% TV spend Share Hyundai i30 share of Small < $40k category sales Source: VFACTS and AdQuest

6. Consistent use of regional TV has helped Hyundai i30 achieve higher share of regional small car sales Hyundai i30share of Small <$40k segment sales January to September 2010 vs. 2009 Source: VFACTS Jan-Sep 2010 vs. 2009

7. 3 3 % of national Hyundai i30 sales since launchcame from regional markets Source: VFACTS Jan – Dec 2008-2009, Jan-Sep 2010

8. R O I X2 Regional TV returned overdouble the rate of return of metro TV since launch Source: VFACTS Jan – Dec 2008-2009, Jan-Sep 2010 * AdQuest:: Missing data in 2008 only from Jan to Mar NB: Average unit value est. $25,000

9. This case study is available for download at:www.regionaltvmarketing.com.au For a more detailed presentation of this case study or to arrange a case study for your brand contact: Regional TV Marketing @ 02 9929 2112