TV Media Evaluation

1. TV Media Evaluation Men’s Handball World Championship 2009 in Croatia 16 January – 01 February 2009 • Management Report • TV Media Evaluation from 14 Jan 2009 – 05 Feb 2009 An expertise by SPORT+MARKT AG Your contact persons: Stephan Schröder | Carsten Schröer | Torsten Lüttmann

2. IntroductionBackground information Structure and targets of investigation The International Handball Federation (IHF) commissioned SPORT+MARKT to conduct comprehensive TV Media Evaluation of the XXI Men's World Handball Championship 2009 in Croatia. The study comprised Media Monitoring (compilation of media and spectator interest in the sponsorship object), Tool Exposure Analysis (exposure time of sponsors‘ advertising surfaces) as well as concluding evaluation. The main aim of analysis was to provide a detailed overview of the exposure of the World Championship on TV. Exposure Analysis enables compilation and evaluation of relevant advertising tools. For objective monetary evaluation the CPT (Cost per Thousand) is calculated based on a fixed sum of € 1,-. • Analysis period: 14.01.2009 – 05.02.2009 • Pre-Tournament: 14.01. – 15.01.09 • Preliminary round: 16.01. – 23.01.09 • Main round/President’s Cup: 24.01. – 28.01.09 • Finals: 29.01. – 01.02.09 • Post-Tournament: 02.02. – 05.02.09 • Event period: 16.01.2009 – 01.02.2009 • Country selection: • Full analysis: Croatia, Denmark, Egypt, France, Germany, Poland, Serbia, Spain, Sweden and additional Eurosport + Eurosport 2, Al Jazeera • Desk Research: Algeria, Argentina (incl. Tyc Sports), Australia, Brazil, Hungary, Korea, Norway, Romania, Russia, Saudi Arabia, Slovenia, Tunesia and additional Ten Sports, Universal Sports • Channel Panel: • Comprehensive TV media panel (see below)

3. Presentation of results Summary of results

4. Media EvaluationSummary of results Key results criteria result Comparison to 2007 Broadcast Time [hh:mm:ss] 1420:28:19 +27% Cumulated audience* [in mill.] 1.578,20 -11% Cumulated event contacts* [in mill.] 43.586,49 +21% Cumulated audience of the final* [in mill.] 128,78 +10% Top sponsors visibility of broadcast time[in %] 54,95 Cumulated visibility of the four Top sponsors [hh:mm:ss] 2505:46:50 *Source: EURODATA TV, S+M estimations

5. Presentation of results Media Monitoring

6. Media Monitoring Broadcast Time [hh:mm:ss] by country Top 15 TOTAL:1420hh:28ss:19mm Worldwide channels Al Jazeera Sport 1 / 2 / +3 / +4, Eurosport 2 and Deutsche Welle are not presented (Total: 204hh:51mm:53ss) *SPORT+MARKT Desk research

7. Media Monitoring Cumulated audience in mill.** by country Top 15 TOTAL:1,58 bill. Worldwide channels Al Jazeera Sport 1 / 2 / +3 / +4, Eurosport 2 and Deutsche Welle are not presented (Total: 6,8 mill.) *SPORT+MARKT Desk research**Source: EURODATA TV, SPORT+MARKT estimations

8. Media Monitoring: Final plus two highest audiencesBy country *SPORT+MARKT Full Analysis**SPORT+MARKT Desk Research ***Source: EURODATA TV, SPORT+MARKT estimations

9. Media Monitoring Broadcast Time [hh:mm:ss] in comparison WC 2007 versus WC 2009 Broadcast time for the four semi finalist 2009 in comparison to 2007 XX Men's World Handball Championship 2007 in Germany XXI Men's World Handball Championship 2009 in Croatia Key result: For the four semi finalist the broadcast time rises in comparison to 2007 approx. +30% *Source: EURODATA TV, SPORT+MARKT estimations

10. Key Facts Media Monitoring Over a three week period, the 2009 Men’s Handball World Cup in Croatia received coverage of approximately 1,420 hours in the 25 markets investigated (90 different channels). These are the main results of the SPORT+MARKT media evaluation during the Men’s Handball World Championship and it is a new record in comparison to the 2007 Championship in Germany (+27% broadcast time). The Handball World Championship 2009 was broadcast in almost 3,300 programmes and generated a cumulated audience of 1.58 bill. and enabled 43.59 bill. event contacts on TV. Round about 293 mill. persons (cumulated audience) watched live matches of the Handball World Championship 2009. In Norway, the highest broadcast levels were recorded with a total duration of over 180 hours. Denmark and Hungary followed with 138 and 133 hours to rank second and third. The high levels of exposure in these three markets are mainly a result of coverage of the Handball World Championship on several sports channels. Despite comparatively lower broadcast times (78hh:03mm:09ss; 7th place in the ranking), Germany recorded the highest cumulated audience, with 557.30 mill. viewers. This is due to the coverage the Handball World Championship receives in news broadcasts, which have a wide audience reach and regular reports. The ranking of sponsorship contacts was also topped by Germany with 11.68 bill., followed by Poland (9.69 bill.) and Croatia (6.38 bill.), that also generated high audience penetration levels. Coverage of the final match France vs. Croatia totalled 67hh:50mm:23ss with approx. 129 mill TV viewers all over the world. The main sponsors enjoyed a high profile during the matches. In statistical terms, a main sponsor was visible in approx. half of all TV footage. SPORT+MARKT: “The main sponsors generated outstanding visibility levels. Thanks to the usage of the rotating board, even brands with longer names generated high visibility.”