US AUTO INDUSTRY REVIEW Ian Beavis, EVP Global Auto

FROM CARPOCALYPSE TO THE NEW NORMAL

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 3 PLENTY OF GOOD NEWS FOR THE AUTO INDUSTRY 2013 has experienced record breaking growth for the US Auto Industry 2013 SAAR is 16.1 million, up 6 million sales since 2009 Incentives average $2,500 per car down from over $4,000 since New vehicle price average $31,252, up over $3,000 since ,700 new car dealerships down from 20,000 in 2008 Leasing is 27.6%, the highest percentage since 2006 Prepared for: TVB Source: Automotive News

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 UPWARD TRENDS FOR THE INDUSTRY Credit is easier to get, the average loan amount is $26,526 Captive Finance companies’ portfolios are over 70% Prime The average age of the US fleet is 11.4 years, the highest since WW2 Franchised dealers are increasing their share of the vehicle maintenance pie Certified Pre-Owned sales are close to 2 million units and continue to grow rapidly Prepared for: TVB Source: Automotive News

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 A RECORD-BREAKING MONTH Chrysler and Fiat sales experienced the 41st consecutive months of sales gain Cadillac had the best sales month since 1989 Ford F-Series sales YTD was the most since 2006 GM’s had their best month since 2008 VW topped 40,000 sales, only the 3 rd time in 40 years AUGUST 2013… WAS THE HIGHEST SALES VOLUME FOR THE AUTO INDUSTRY IN 75 MONTHS Prepared for: TVB Source: Automotive News

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 THERE IS A LOT OF MONEY IN THE INDUSTRY Auto plants are running at maximum capacity OEMs are making record, or near record profit in the US All OEMs have robust product cycle plans, with improved technology and quality Sales per dealership are higher than ever Most dealers are enjoying the highest profit in 10 years Prepared for: TVB Source: Automotive News

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 ASSESSING THE FUTURE Though the hope is for continued growth, there is much to be done for this upward trend to continue Make an impact Uncommon emotion CAR MARKET NOT EXPECTED TO GROW SIGNIFICANTLY IN THE NEXT 5 YEARS Factors Affecting Growth New and expensive manufacturing, materials and technology will increase vehicle cost and put further pressure on affordability Pricing transparency will put pressure on profitability What The Industry Needs To Do Invest heavily to achieve new CAFE regulations Seek additional sources of revenue, particularly OEMs and dealers Prepared for: TVB Source: Automotive News

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 A NEW FOCUS ON EFFICIENCY AND EFFECTIVENESS Marketing tactics are in the crosshairs OEMs need to SQUEEZE out any WASTE in procurement, product development, manufacturing and distribution Dealers and OEMs must CONNECT with a smaller pool of REAL CUSTOMERS Areas that PROVE they REACH auto prospects will grow dramatically TELEVISION ( video in all its forms ) is ESSENTIAL PRECISION MARKETING = LONG TERM SUCCESS of a new model Prepared for: TVB Source: Automotive News

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 REACHING YOUR KEY AUDIENCE, CAR BUYERS Cut through the clutter and breakthrough the long purchase cycle Improve creative across platforms Place advertising where buyers are watching Prepared for: TVB Source: Automotive News The importance of precision marketing

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 WHEN DO CAR BUYERS WATCH TV? Source: AdViews, August July 2013, Persons 18+. Average Rating by Daypart and Viewer Type August 2012-July 2013 With similar viewing habits to average consumers, primetime is the top daypart to catch car buyers’ attention

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Source: AdViews, August July 2013, Spot TV. Persons 18+. Average taken from Chevy, Chrysler, Ford, Honda, Hyundai, Nissan and Toyota. % of Gross Ratings Points by Car Manufacturer August July 2013 WHEN ARE AUTO BRANDS ADVERTISING? On average, most auto brands focus their advertising on early fringe, primetime, and late fringe/overnight

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 12 Source: Brand Effect TV National Results for All Auto Ads Sep 2012 – Aug 2013 A18+. Ad Breakthrough = recalled the ad and the brand. % of Audience that recalled the creative and brand for all Auto ads during September August 2013 WHEN DO CONSUMERS RECALL AUTO ADS? Primetime and late fringe dayparts provide the best opportunities to catch consumers’ attention

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 13 THE NEW NORMAL OPPORTUNITIES ABOUND 1 Television, in all its forms, will remain a significant part of the auto mix 2 We all must help OEMs improve their connection to a relatively small group of consumers 3 OEMs need actionable information 4 If we use all the best tools at our disposal, this will be a win, win for TV and the auto industry