1. DEMOGRAPHICS 38% Young Families 21% Couples 30% Sydney/34% Melbourne 49% White Collar 28% Blue Collar/17% Students 57% are Main Grocery Buyers Average HH income $97.8K p/a 50% have kids in home Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people ATTITUDES & ACTIVITIES Image aware – they like to possess and do things that show that they have money, believe that designer labels improve image, like to own an aggressive looking vehicle. They like to stand out from crowd and big nights out. 54% like new technology and are quick to try it. Mobile phone focused to run business from mobile phone, to purchase things. On the weekend they can be found in shopping malls, restaurants, café’s, pub/bars. They are likely to be engaged with computer games, in the gym, or sports arena. Activities throughout the year focus on night clubs, gym, study/course work, theme parks and camping. MEN 16-39 1,230,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING) 68 % 68% are heavy outdoor consumers MEN 16-39

2. MEDIA AND OUTDOOR BEHAVIOUR Outdoor attitudes/opinions 59% notice brand advertising on large billboards 55% say billboard advertising is easy to understand whilst driving 57% say large billboards capture my attention when driving 56% can’t miss big billboard signs 50% can’t help notice advertising around the airport 50% can’t help notice advertising on busses 48% notice advertising on big billboards on my way to the shopping centre Commuting to work/study 67% travel to work by car (alone or car pool) 26% take the bus 30% use the train 8% use a tram/light rail 30% travel an hour or more Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people MEN 16-39 1,230,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING) 67% TRAVEL BY CAR MEN 16-39

3. PURCHASE & INTENTION BEHAVIOUR Shopping 29% will visit a hardware store at least monthly. 67% have visited Bunnings in the past 6 months followed by Big W (hardware department). Car & Finance 30% intend to purchase a car in the next 12 months 51% own a credit card 20% are likely or quite likely to change their MFI in the next 6 months Technology 74% own a smart phone 37% own a laptop and 22% own a tablet PC Source: Nielsen Consumer & Media View Metro Survey 10 2012 (Jan-Dec12) Base: people 18+ and (outdoor advertising really stands out or usually notice) 4,635,000 people MEN 16-39 1,230,000 PEOPLE (25% OF PEOPLE 14+ WHO NOTICE OUTDOOR ADVERTISING) 33% ACCESS THE INTERNET VIA MOBILE PHONE MEN 16-39