Unilever

1. Unilever Regional TV Effectiveness Review April 2011

2. RTM is the marketing bureau for Regional free to air TV www.regionaltvmarketing.com.au

3. Regional TV punches above its weight for Unilever brands for both sales and ROI Regional markets contribute up to 40% of national Unilever brand sales Regional consumers have higher consumption in most Unilever brand categories Case studies prove double rate of return from RTV investment FTA TV more dominant media channel in regional – 20%+ share of total FTA TV spend will deliver optimum results

4. RTM EYEBALLS VIDEO 60SEC

5. Regional TV covers all areas outside capital cities and reaches 36% of population QLD DIARY REG. WA NNSW SNSW VIC TAS

6. Regional TV coverage includes large cities and fast growing coastal suburbs Gold Coast Newcastle & Central Coast Canberra Wollongong & Illawarra

7. Diary markets: A diverse mix of urban and rural Darwin Satellite Regional WA Mildura Griffith Port Pirie/ Broken Hill Loxton/Mt Gambier

8. Populations of major regional TV markets are comparable with the metros NNSW 2,079 SNSW 1,410 People Source: ATR & OZTAM 2011, Nielsen Media Research 2010

9. Australian population moving North and to the coast. Over 30% growth in 10 years in some regional areas QLD NSW VIC TAS METRO National average Population Increase: 2001 vs. 2011 Source: ATR & OZTAM 2011

10. Urbanisation and high population growth changing the profile of regional Australia • Lower cost of living and lifestyle are main attractions • Rural populations moving to regional hub towns • Less than 4% of households depend on farming

11. Seachange… … for baby boomers …for families

12. “Typical” SeachangerRyan, 36. Wollongong NSW Made the seachange from the “Shire” to the “Gong”. Owns a small business in building trade Above average income & primary focus is kids and lifestyle. Loves footy , cars and teaching kids surfing.

13. Regional consumers have similar demographic profile to metro Source: Roy Morgan Single Source (12mths to Dec 2010)

14. Doubling in number of wealthy people living in regional Australia in past five years People 18-54 with HHI $130k+ or Investments $500K+ Source: Roy Morgan Single Source (12mths to Sep 2010, 2009, 2008, 2007, 2006, 2005 )

15. Why has regional spending been more stable and the outlook more positive? • Lower cost of living – less debt • Huge investment in infrastructure • Population growth driving development of local economies • Resources growth impacting many parts of regional: NSW, QLD, WA, SA.

16. Culturally Australia is a divided nation: Regional is representative of the majority YouthfulTechnologicalEnergetic Upwardly MobileMaterialistFamily Focused Outer Metro 41% PragmaticFunctionalPatriotic InnerMetro 23% Regional 36% ExperientialInternationalLibertarian PracticalCommunitarianSelf Reliant ConservativeInstitutionalSelf-Controlled

17. According to David Chalke social researcher…. www.regionaltvmarketing.com.au

18. Regional GB’s have higher purchasing in all Unilever food segments… Source: Roy Morgan Single Source (12mths to Dec 2010)

19. …and in most household and personal care segments too Source: Roy Morgan Single Source (12mths to Dec 2010)

20. RTM case studies are opportunity for Mindshare to demonstrate effective media strategy Rexona regional sales grew by 9% from TV and return 6 times investment Lynx grew by 10% from RTV and indentified BDI opportunities in QLD and SNSW Dove grew by 20% in regional and 38%+ of national sales Examples

21. Total Rexona sales for Sept 2007 to July 2008. 34% of sales in regional markets NNSW 10,814 SNSW 9,338 Total Rexona sales: Sept 2007 to July 2008 Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

22. Rexona No.1 brand in all markets – regional share slightly higher in QLD,VIC & SNSW Rexona share of total deodorant category sales: Sept 2007 to July 2008 Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

23. I R O 2 x Regional TV delivered double the rate of return on TV investment vs. metro Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

24. Reg. TV CPM is 45% below metro TV average and delivers double the cost efficiency and ROI Index TV market CPM indices National average CPM P18+ = 100 Source: Regional TV Agency Survey 2010

25. Higher cost efficiency of regional TV means more can be invested to refine and target communications Share of national TV budget Share of national population

26. Regional consumers more likely to watch FTA TV but otherwise have same media habits as metro Source: Roy Morgan Single Source 12 months to Dec 2010, *AGB NMR Panorama 12 mths to Dec 2010

27. Audience share of the new commercial “digital” channels has more than tripled since June 2010 June 2010 Dec 2010 March 2011 Sept 2010 Source: Mediaweek, Metro data from OzTAM and Regional data from Regoional TAM. All People 18:00 - 23:59

28. New commercial channels driving Free to air TV audiences up in 2011 • Subscription TV audiences are down in all key dayparts for the Survey Year to Date • FTA viewing is up & commercial TV even more Audience Year on Year % Change; Combined Agg Markets (QLD, NNSW, SNSW, VIC & TAS) Total People; Sun-Sat; Survey 1-2, 2011 vs. 2010 Source: Regional TAM; Survey 1-2, 2011 vs. 2010; Consolidated Data

29. Regional TV delivers higher engagement through… RTM SIZZLE REEL www.regionaltvmarketing.com.au

30. Regional Australia is a key opportunity for growth and increased ROI for Unilever Growing population and spending power Consumer profile is aligned with Unilever brands CPM half metro = double the ROI 23% of budget to achieve up to 40% of growth and sales