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Nielsen 3rd Quarter Media Briefing

October 12, 2011

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Copyright 2011 The Nielsen Company. Confidential and proprietary.

The Nielsen Health Index 2011

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Copyright 2011 The Nielsen Company. Confidential and proprietary.

Title of Presentation

Outline
Background Key Findings Alcoholic Beverages Consumption Cigarettes Consumption Current Health Ailments/Problems Pharmaceutical & Chemist Products Herbal Supplements vs Prescription Drugs Health Attitudinal Statements Sports Activities Interested/Participated In

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Copyright 2011 The Nielsen Company. Confidential and proprietary.

A study stemming from the Media Index that particularly focuses on health related preferences and behaviors of individuals 10 years old and up.

Health Index

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Copyright 2011 The Nielsen Company. Confidential and proprietary.

Health Conscious Filipinos

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Copyright 2011 The Nielsen Company. Confidential and proprietary.

Key Findings
33% of Past Year Alcohol Drinkers consume alcohol at least once a week at home and less than once a month elsewhere
Only 18% of the urban population smoke cigarettes, 5 years ago it was 23% Among the 40+
Heart ailment ie. High blood pressure claimed as most common health problems Over-the-counter or prescribed medicines are consumed more than branded herbal medicine

Branded Herbal Medicine


Tend to be more females, 50+, slightly have more upper class users than the average More health conscious than users of OTC or prescribed medicine 6

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Alcoholic Beverages

Cigarettes
Prescribed Drugs Branded Herbal Medicines

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Alcoholic Beverages
33% of Past Year Alcohol Drinkers consume alcohol at least once a week at home and less than once a month elsewhere

USAGE OF ALCOHOLIC DRINKS


Past 12 Months Past 4 Weeks Not Use Alcoholic Drinks

%
33
31 59
Own Home Elsewhere

29 18 9 1 1 3 3 6 14 15 17

26 10

31 14 3

Once A Day

4 - 6 Times A Week

2 - 3 Times A Week

Once A Week

2 - 3 Times A Month

Once A Month

Less Than Once A Month

None

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Base: National Urban Philippines 10y/o and up who drank alcohol in Past 12 Months
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Alcoholic Beverages
DE, Males, 20-39 y/o
SEC
E
50

GENDER
18 Female

AGE
18 15 16

50 up

26

25

20

D
19 58 61

40-49

C2
82 22 Male 26

26

30-39

C1
11 4 1 All People 10 3 1 Consume Alcohol

50

29

20-29

AB
All People Consume Alcohol All People

9 Consume Alcohol

13-19

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Base: National Urban Philippines 10y/o and up who drank alcohol in Past 12 Months
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Alcoholic Beverages
Beer is the most consumed alcoholic beverage in the past month

Alcoholic Drink Beer Brandy Rhum Gin Red Wine Usage Of Vodka Liqueur Champagne White Wine Usage Of Whisky

Usage (%) 87 36 30 27 17 13 10 8 7 6

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Base: National Urban Philippines 10y/o and up who drank alcohol in Past 12 Months
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Cigarettes
Only 18% of the urban population smoke cigarettes

USAGE OF CIGARETTES
Past 12 Months Past 4 Weeks Not Use Cigarettes

12

8 9

%
18

18 74
5 years ago (Y 2006)

62

Cigarette Usage 23%

At Least 1 Pack/Week Never Smoked

1-2 Sticks/Day Given Up Smoking

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Base: National Urban Philippines 10y/o and up
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Cigarettes
E, Males, 20-39 y/o
SEC
E
30 50 Female 15

GENDER
11

AGE
18 18

50 up

26

D
19 58

20

40-49

C2
56

25 89 22

30-39

C1
11 4 1 All People

50

Male 26

28

20-29

10 3 1 Consume Cigarettes

AB
All People Consume Cigarettes All People

9 Consume Cigarettes

13-19

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Base: National Urban Philippines 10y/o and up who consumed cigarettes in Past 12 Months
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Current Health Problems/Ailments


Among the 40+ years old

Sleeping Disorder

0.65

Hearing Problems Indigestion/Hyperacidity Colds


Cough Others Kidney

0.70 0.77 0.95


1.21 1.36 2.35

Poor Eyesight Asthma Diabetes


Joints (Arthritis) Heart (I.E. High Blood Pressure)

2.57 2.61 4.90 8.76


17.35

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Base: National Urban Philippines 40 and up Population:11,936,000
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Pharmaceutical & Chemist Products


Headache Remedies/Analgesics, Cold/Flu Remedies and Cough Mixtures are the top most pharmaceutical & chemist products consumed in the past year

Pharma Products Headache Remedies & Analgesics Cold & Flu Remedies Cough Mixtures Anti-diarrheal Remedies Vitamins Indigestion/Hyperacidity & Stomach Remedies Anti-fungal Cream Branded Herbal Supplements/Medicines

GenPop 66 63 57 38 30 15 7 5

40+ 70 64 59 44 32 16 8 9

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Base: National Urban Philippines 40 and up Population:11,936,000
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Herbal Supplements vs Prescription Drugs


Prescription Drugs are used more than Branded Herbal Supplements

85%
Prescription Drugs Usage in Past 12 Months

9%
Branded Herbal Supplements Usage in Past 12 Months
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Base: National Urban Philippines 40 and up Population:11,936,000


Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Profile Prescribed Drugs Users vs Branded Herbal Users


SEC
19 E 50 51 64
Female

GENDER

26

26

D 57 58 57

C2
Male

C1 14 11 4 1 All People 11 4 2 Use Prescription Drugs 7 4 Use Herbal AB

50

49 37

All People

Use Use B Herbal Prescrition Drugs

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Base: National Urban Philippines 10y/o and up who used prescription drugs in Past 12 Months, Use Branded Herbal P12 mos
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Profile Prescribed Drugs Users vs Branded Herbal Users


AGE
18 15 19 19 15 18 14 22 23 20 20-29 26 25 12 8 All People Use Prescription Drugs Use B Herbal '1019 30-39 46 40-49

50 up

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Base: National Urban Philippines 10y/o and up who used prescription drugs in Past 12 Months, Use Branded Herbal P12 mos
Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Attitudes on Health
Use Prescribed Drugs I always check the nutritional content of food Use B. Herbal

(Ind T2B)

103

114

I Really Look After My Health


I usually buy generic medicines I prefer to treat illness with herbs I do some form of exercise or sport at least once a week I also ask medical advice to other non-medical professionals

101
99 97 97 96

108
96 122 103 94

I Have Health Problems And Have To Watch What I Eat


I have periodical check-up even when I'm not sick I usually buy drugs w/o any professional medical advice I follow a strict diet

95
94 91 86

124
131 97 125

Herbal Supplement Users tend to be more concerned about their health than Prescription Drug Users

I wait for my ailment to go on its own w/out taking anything


Most of the time, I am trying lose weight I have to be really ill to go to the doctor

85
83 78

87
115 77

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Base: National Urban Philippines 40 and up who used prescription drugs in Past 12 Months, Use Branded Herbal P12 mos Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Sports Activities Interested/Participated In


More than half are interested/participate in Sports Prescribed Drug Users 56% B. Herbal Users 51%

Swimming

Billiards/Pool
Aerobics/Slim Exercises/Gymnastics Tennis

1 2 2 2 4 3 3 3 4 5 5 5 4

Jogging/Running
Volleyball Badminton Boxing

7 8

10
29 30

Basketball
B Herbal Users Prescribed Drug Users

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Base: National Urban Philippines 40 and up who used prescription drugs in Past 12 Months, Use Branded Herbal P12 mos Source: Nielsen Media Index 2011 Q2 Copyright 2010 The Nielsen Company. Confidential and proprietary.

Thank You!

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