2. How it works – Step 1: The data
Pre Campaign Post
16 weeks 2 weeks 12 weeks
Nielsen DME have access to volume weekly sales data (from
actual transactions)
Analysis is based on sales data of SKU and key competitors
(relevant pricing info also provided)

3. How it works – Step 2: Store matching
• Stores need to be matched on certain criteria (test vs. control) –
to allow accurate, unbiased results
• Stores are match across the pre period based on TV region,
store format and transactions
• Store matching tool developed (based on macros which factor
in all variants to best matching test and control stores)

4. How it works – Step possible across the 2 sets
Sales across the pre period must be as equal as
2: Store matching
of stores
Strong Match Weak Match
Sales can be matched on either advertised product, total brand or particular
range
Source: Cliological

5. How it works – Step 3: Calculating the Results
Across the accurately matched stores sales are then analysed during and after the
campaign
Any difference in sales (index) between the test and control stores can be
confidently attributed to the presence of OOH proximity
(So long as the matching in the pre period is accurate)
200
180
Test Index* = 160
Sales Uplift Index
160
140 Control Index* = 140
+14%
120
100
80
15 16 17 18 19
Week
Sales Uplift Index (Test) Sales Uplift Index (Control)
*Index = average weekly unit sales during vs. average weekly unit sales pre

6. The following summary slides are of the Tesco POS Category
Norms. These illustrate the average sales uplift of stores with POS
advertising (test) compared to stores without (control).
The slides demonstrate the average sales uplift for during & post
campaign, along with the average sales uplift by week. These uplifts
are based on an average of all the case studies within the specific
Category.

7. Alcohol NORM
Based on 12 Tesco Alcohol Case Studies
Pre During Post
32
30
28
26
24
% Sales Uplift
22
20
18
16
14
12
10 22%
8
6 13%
4
2
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Alcohol
Source: Tesco

8. Baby Products NORM
Based on 3 Tesco Baby Products Case Studies
Pre During Post
25
20
% Sales Uplift
15
24%
10
5
7%
0
1 to 4 1 2 3 4 5 6 7 8 9 10
-5
Week
Baby Products
Source: Tesco

9. Cereal & Cereal Bars NORM
Based on 7 Tesco Cereal & Cereal Bars Case Studies
Pre During Post
20
18
16
14
% Sales Uplift
12
10
8
6
14%
4 9%
2
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Cereal & Cereal Bars
Source: Tesco

10. Cleaning Products NORM
Based on 8 Tesco Cleaning Products Case Studies
Pre During Post
20
15
% Sales Uplift
10
16%
5
6%
0
1 to 4 1 2 3 4 5 6 7 8 9 10
-5
-10
Week
Cleaning Products
Source: Tesco

11. Cold Beverages NORM
Based on 6 Tesco Cold Beverage Case Studies
Pre During Post
27
25
23
21
19
% Sales Uplift
17
15
13 24%
11
9
7
16%
5
3
1
-1 1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Cold Beverages
Source: Tesco

12. Confectionary Products NORM
Based on 16 Tesco confectionary Case Studies
Pre During Post
30
28
26
24
22
% Sales Uplift
20
18
16
14
21%
12
10
8
6 12%
4
2
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Confectionary Products
Source: Tesco

13. Convenience Products NORM
Based on 29 Tesco convenience Products Case Studies
Pre During Post
12
10
% Sales Uplift
8
6
10%
4
7%
2
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Convenience Products
Source: Tesco

14. DVD or CD Products NORM
Based on 7 Tesco DVDs or CD Case Studies
Pre During Post
17
15
13
% Sales Uplift
11
9
7 16%
5
3
7%
1
-1
1 to 4 1 2 3 4 5 6
Week
DVDs or CDs
Source: Tesco

15. Hot Beverage products NORM
Based on 3 Tesco Hot beverage Products Case Studies
Pre During Post
20
15
% Sales Uplift
10
14% 13%
5
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Hot Beverage Products
Source: Tesco

16. Meat Products NORM
Based on 4 Tesco Meat Products Case Studies
Pre During Post
16
14
12
% Sales Uplift
10
8
6
13%
4
2 6%
0
-2
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Meat Products
Source: Tesco

17. Paraphernalia & Financial Products NORM
Based on 4 Tesco Paraphernalia & Financial Products Case Studies
Pre During Post
30
% Sales Uplift
20
29%
10
14%
0
-10
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Paraphanelia & Financial Products
Source: Tesco

18. Snack Products NORM
Based on 7 Tesco Snack Products Case Studies
Pre During Post
35
30
% Sales Uplift
25
20
15
28%
18%
10
5
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Snack Products
Source: Tesco

19. Toiletries Products NORM
Based on 21 Tesco Toiletry Case Studies
Pre During Post
22
20
18
16
% Sales Uplift
14
12
10
8
18%
6
4 8%
2
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Toiletry Products
Source: Tesco

20. Dairy Products NORM
Based on 30 Tesco Dairy Products Case Studies
Pre During Post
14
12
% Sales Uplift
10
8
14%
6
4 8%
2
0
1 to 4 1 2 3 4 5 6 7 8 9 10
Week
Dairy Products
Source: Tesco