This document summarizes the key findings of an impression-to-impact case study on linear TV advertising for a national retail campaign in Q4 2014. The main points are: 1) The TV ad campaign generated a return on ad spend (ROAS) of $45.17, bringing $285.5 million in attributable revenue. 2) Certain demographics performed better - those aged 65+ delivered a ROAS of $9.05, and households with incomes of $75-99K brought the greatest return per dollar. 3) Exposure to the TV ads correlated with increased basket sizes, with those exposed 3+ times having the largest average basket size of $134.

1. FOR
LINEAR TV ADVERTISING IS NOW AS
ACCOUNTABLE AS DIGITAL!
!
IMPRESSION TO IMPACT REPORTING ON NATIONAL TV
ADVERTISING: RETAIL CASE STUDY, Q4 2014!
ARF WEBINAR!
March 3, 2015!

2. 2
Source: Nielsen, Kantar Media Intelligence, GfK MRI, and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
► TV Advertising Works!
!
► Targeting Matters!
!
► Don’t Need Addressable to Exploit It!
LESSONS!

3. 3
Source: Nielsen, Kantar Media Intelligence, GfK MRI, and Simulmedia a7. All metrics reported in unequivalized Nielsen Live +3 commercial measures.
TV ADVERTISING GENERATED A
$45.17 RETURN ON AD SPEND
Impression-to-Impact Analysis
► Retail advertiser; national campaign; Q4 2014.
► Two months of linear TV ad impression viewing for 1.4 million US households
(set-top box data enhanced with ad occurrences) privacy-safe matched to 22
million retailer’s customer transaction records. Analysis included Simulmedia
delivered ads, advertisers’ base plan, unexposed viewing households and
non-viewing households.
Campaign Performance
► The Base and Simulmedia plans combined yielded a Return on Ad Spend
(ROAS) of $45.17, bringing a total of $285,551,193 in revenue attributable to
TV advertising
Target Response
► Demo: Older audiences key converters, with M65+ yielding a $9.05 ROAS
► HHI: $60-75K HHI audiences brought the greatest return per dollar

4. 44
KEY TARGET PERFORMANCE
OVERALL
Budget
Target
(Live)
Target Size Reach CPM ROAS CPA
$6,321,662*
Live P2+ 296,080,000 155,983,721 $4.53 $45.17 $4.49
* Based on Kantar Ad Occurrence Data!
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live commercial measures. !
BASE
Budget
Target
(Live)
Target Size Reach CPM ROAS CPA
$4,871,662*
Live P2+ 296,080,000 137,408,033 $5.28 $6.98 $2.01
SIMULMEDIA
Budget
Target
(Live)
Target Size Reach CPM ROAS CPA
$1,450,000
Live P2+ 296,080,000 91,585,358 $3.07 $22.26 $0.90

5. 55
AGE & DEMO PERFORMANCE
* Based on Kantar Ad Occurrence Data; 17 and under excluded!
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live commercial measures. !
OVERALL: Demo/Age Breaks (LIVE)
Target
Measurement
Total Reach Conversion Rate
Est. Revenue
Attributable to
Advertising
ROAS CPA
M65+ 21,836,086 3.05% $57,131,455 $9.04 $22.44
F45-54 14,079,079 2.47% $20,274,183 $3.21 $63.24
M25-34 6,972,890 2.64% $12,445,326 $1.97 $103.02

6. 66
HH INCOME PERFORMANCE
Source: Nielsen, Kantar Media Intelligence and Simulmedia a7. All metrics reported in unequivalized Nielsen Live commercial measures. !
OVERALL: Household Income (LIVE)
Target
Measurement
Total Reach Conversion Rate
Est. Revenue
Attributable
to Advertising
ROAS CPA
$75-99K 21,444,276 2.83% $46,537,810 $7.36 $27.55
$40-49K 17,767,070 2.62% $30,990,247 $4.90 $41.37
$15-19K 6,941,390 2.22% $6,476,123 $1.02 $197.98

7. 77
BASKET SIZE BY EXPOSED & UNEXPOSED!

8. 88
AVERAGE BASKET SIZE BY RECENCY!
Average Basket Size!

9. 99
AVERAGE BASKET SIZE BY RECENCY!
$134%
$131%
$124%
$118%
$120%
$122%
$124%
$126%
$128%
$130%
$132%
$134%
$136%
1% 2% 3+%
Average%
Basket%Size%
Frequency%of%Ad%Exposure%
Average%Basket%Size%

10. 1010
PRIME-TIME REALLY WORKS !