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2013 Edelman Global Entertainment Study - Brazil

Oct 17, 2014

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Edelman’s Global Entertainment Study highlights the importance and prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis. Now in its seventh year, the study, co-commissioned by Edelman and MATTER and fielded by Edelman Berland, has expanded beyond the U.S. and U.K. to include Brazil, China, Germany, India, Korea and Turkey. Here you will find the results focused on the Brazilian market.

General Guidelines

Designing the Future of Entertainment

2013 Global Entertainment Study

Follow @EdelmanPR, @EdelmanSig & @Matter_IncJoin the conversation: #EdelEnt

1Margin of error = 1.22% at 95% confidence intervalMethodologySeventh annual study, which has expanded this year to include eight global markets: U.S., U.K., India, Brazil, China, Germany, Turkey and Korea. The study was conducted by research firm Edelman Berland.

ACCURACYHOWWHENAUDIENCEHOW MANYAdults 18-54n = 6,500 (1K/market in U.S., U.K., India, Brazil and China; 500/market in Germany, Turkey and Korea)Data weighted to equally represent all countriesData collection occurredApril 1 12, 2013Online surveyKEY

Stats noted as global-or-region-specific @gailfbecker

2Seven years of research Global expansion2005200720072009

20092011

20112013

2013Present

GlobalDigital Entertainment, Rights and TechnologyDigital Entertainment and TechnologyCome PlayMultimedia MeSocialEntertainmentAll About MeShare ThisGateway to IndividualsGlobalization of [email protected]

3

Entertainment Goes [email protected]

Istock id # 193911584Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?Q10 Please indicate how likely you would be to engage in the following activities.5People want immersive and interactive experiencesWatch more than one episode of my favorite TV show in one sittingTry new ways to interact with entertainmentAccess additional online content relatedto my entertainmentInteract in real time with what I am watchingUse social networks to interact with talentfrom the entertainment I likeVote for my favorite contestants on realityTV or music talent showsWatch content while simultaneously usingmy personal device to buy merchandise88%73%70%65%63%61%60%

@gailfbecker

The notion of a captive audience is redefined (slide 5 from DRAFT 5 1 13 545)

5Q8 Thinking of your favorite television shows, how likely are you to watch more than one episode in one sitting?Q10 Please indicate how likely you would be to engage in the following activities.6Emerging markets are especially engaged% LikelyTOTALUNITED STATESUNITED KINGDOMBRAZILINDIACHINA

TURKEY

GERMANY

KOREA

Watch more than one episode of my favorite TV show in one sitting88%86%86%91%91%98%85%82%89%Try new ways to interact with entertainment73%62%59%86%88%81%81%71%56%Access additional online content related to my entertainment70%62%58%81%87%79%66%57%66%Interact in real time with what I am watching65%47%47%77%86%81%73%46%60%Use social networks tointeract with talent from the entertainment I like63%51%48%75%85%74%74%45%55%Votefor my favorite contestants on reality TV or music talent shows61%49%40%69%82%83%63%34%65%Watch content whilesimultaneously using my personal device to buy merchandise60%49%45%73%80%75%60%43%51%

@gailfbecker

Emerging markets are especially engaged (slide 6)In the old days of three TV channels, people were captive audiences because they had no alternative. Today, when people really love entertainment content, that content holds them for much more time and across multiple devices and platforms. So that captivity is less limited and less physical .and its more emotionally salient as well. As such, it means much more a value that can and should be monetized for those who create entertainment content and those who advertise against entertainment content.

-Globally, 88% are likely and 49% are very likely to watch more than one television episode in one sitting with this behavior especially noticeable in some developing countries. -73% want new ways to interact with entertainment; 70% to access additional online content related to entertainment; 65% to interact in real time with what is being watched; 63% to use social networks to interact with talent from the entertainment.

6

TEND TO BE:Male8095erCollege educatedConstant user of social mediaSignificantly more likely than average to socialize content about entertainmentBehavior highest among those residing in India, Brazil and China

Q6 When watching entertainment content, how often are you simultaneously using another device [e.g. television, computer, smartphone, tablet, etc.]?Q7 How likely are you to use multiple devices while watching entertainment content to enhance your entertainment experience?7We are multi-taskers. and enhancers 96%HAVE SIMULTANEOUSLY USED ANOTHER DEVICE WHEN WATCHING ENTERTAINMENT, AND 51% DO SO ALWAYS OR MOST OF THE TIME.

70%EXPERIENCEENHANCERS

@gailfbecker

Seven in ten enhance their entertainment by simultaneously using another device (slide 7)

-While consuming entertainment content, 70% of all surveyed are likely to enhance their experience by using at least one other device simultaneously.

7Q24-25 Please indicate your level of agreement, when it comes to entertainment content8Visual-tainment creates global connectionsMajorities in all countries agree:I feel more connected to the world at large now because of social media (62% agree, global)Im more open to watching online videos from far-flung places than I was a year ago. (63% agree, global)

Because of some of the entertainment content Ive seen from all over the world, I feel humans are more connected than ever before.(67% agree, global)

AGREEDISAGREE(65%)(58%)(54%)(66%)(67%)(60%)(53%)(52%)

In the past year, I have watched/listened to entertainment content in a language that I do not [email protected]

Online entertainment creates global connection (slide 8)

About 2/3 of all people surveyed feel that watching and sharing entertainment online has increased their sense of global connection. This stayed consistent throughout the myriad ways we asked that question.In the past year, more than half (53%) of those surveyed have seen/heard entertainment in a language they do not speak. There were some pretty strong regional differences here which will make for interesting headlines in mass/mainstream globally read pubs as well as local/regional ones in each country.

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Sharing is Fundamental to the entertainment experience Istock id # 216499109Q16 Generally speaking, how likely are you to use social media to share content about each of the following?10People are as likely to share about entertainment as about themselves or their friendsYour FamilyLocal/Regional newsNational/World newsYour friendsYourselfEntertainment76%76%75%67%64%65%Emerging markets (India, Brazil, China and Turkey); 8095ers; and college graduates lead the [email protected]

83%85%91%75%75%78%BrazilGlobal People are so passionate about entertainment content that they socialize about it as much as they do about their own lives.

In Brazil, the movement of social ascension has been stimulating a kind of self-discovery. People are more likely to share content about themselves, exposing their lives more than ever, as they get access to things that were not available to prior generations, such as technology etc. Entertainment comes in second place and this category of content is pretty much connected to the self in terms of expression, catharsis, pleasure/leisure the emotional salience is the main point here.

Globally, this is on the top, but this movement is less intense. 8095ers and emerging markets are leading this trend.

TOTALYour Friends 76%Entertainment 76%Yourself 75%Your Family 67%National/World News 65%Local/Regional News 64%

US/UKYour Friends 61%Entertainment 58%Yourself 66%Your Family 58%National/World News 47%Local/Regional News 47%

GERMANYYour Friends 68%Entertainment 71%Yourself 57%Your Family 50%National/World News 59%Local/Regional News 57%

EMERGINGYour Friends 84%Entertainment 83%Yourself 82%Your Family 74%National/World News 73%Local/Regional News 73%

10Q21 How likely are you to use social media to share your opinion of entertainment content when you11Useful, popular and funny entertainment is shared around the world - India ranks highestGlobal Ave.75% 77%Useful LoveInterestingFunny

66%66%65%64%

89%89%88%88%

@gailfbecker

84%85%84%82%

People are more likely to share entertainment content they love than content they hate (slide 11)

Consumers are most motivated to share entertainment content if they really love something, feel it would be useful to friends, family or people they know in real life, or have something interesting or funny to say.

In Brazil, people are very open to share what matters for them so, brands face a real challenge to be relevant.

Useful contents shared in Brazil: tutorials, infographics, relevant news.Lovely contents: emotional appeal pictures, videosInteresting: curious news, statisticsFunny: videos in first place - Porta dos Fundos: humoristic group that is a great phenomenon with short videos launched regularly with a big sense of humor, even talking about brands. They were born on the web and dont express interest to go to traditional media. Its difficult for them to have a video with less than 1 million views. Some productions have reached more than 10 million.

Feel it would be something useful to friends, family or people you know in real lifeTOTAL 77%US/UK 66%GERMANY 70%EMERGING 83%

Really love somethingTotal 77%US/UK 67%GERMANY67%EMERGING 83%

Have something interesting to sayTotal 77%US/UK 65%Germany 66%Emerging 83%

Have something funny to sayTotal 75%US/UK: 64%Germany: 63%Emerging: 82%

11Q23 Which of the following best represents your view? Please rank your top three responses. When I use social media to share content about entertainment, I do it mostly... (Shown: % First choice)12In Brazil,people aremore likely to