BBVA in 2012

3 Spain. Efficiency ratio versus peer group (1)BBVA Spain NPA ratio versus peer group (1)4(Percentage)(Percentage)41.553.66050406.941,507.353,6087653042010321BBVA SpainPeer average0BBVA SpainPeer average0(1) Peer group: Santander Spain, Caixabank, Popular, Sabadell and Bankinter.(1) Peer group: Santander Spain, Caixabank, Popular, Sabadell and Bankinter.Four management keys are at the root of the area’s performance during 2012:• First, against a fiercely competitive background, BBVA has maintained its strategy ofincreasing its customer base, using the key levers of funds and transactional banking. Over€45,000m have been gathered in customer funds, consisting of deposits and promissorynotes; the bank has continued to gain market share in payrolls and pensions and, accordingto FRS, it has grown 20 basis points in the first supplier share, to 10.6% (not including Unnim).BBVA has launched the “2012 Customer Strategy Plan” with a twofold objective: 1) to attractnew customers and 2) to increase the loyalty of existing customers. The following are some ofthe actions undertaken to achieve these objectives: The start of the “Plan Sinergias” to attractnew customers. The aim is to attract individual customers from among the employees ofinstitutional and corporate clients.5Spain. Market share gain(Basis points from December 2011 to December 2012)120120120100901009010080604020Customer funds (1)PayrollsPensions0(1) Including public sector, commercial activity deposits and promissory notes.• Second, there has been good pricing management, with strict control of liability costs andmajor repricing efforts in asset products.Spain139