TRA Confidential | 1

TRA Confidential Copyright 2012 TiVo Research and Analytics, Inc. 1

TRA Confidential

Measure, Validate andMeasure, Validate andOptimize Your TV ROIOptimize Your TV ROI

TRA Confidential | 2

Just over half of Rx DTC promotion Just over half of Rx DTC promotion dollars goes to TVdollars goes to TV

56%

Source: Kantar Media

TRA Confidential | 3

However, the Rx TV investment However, the Rx TV investment has been declininghas been declining

Source: Kantar Media

TV Dollars (millions)

TRA Confidential | 4

Key Factors Behind Declining Rx TV SpendKey Factors Behind Declining Rx TV Spend

Add visual or graphic

1. Recession2. Stricter Copy Guidelines3. Patent Expirations 4. Fewer Drug Launches 5. Fewer Block Buster brands6. Lack of Metrics to Justify and

Secure the Investment

TRA Confidential | 5

Traditional metrics are not enoughTraditional metrics are not enough

NRx, TRx sales tracking

Market Mix Modeling

Other Survey Research

Survey Based Consumer Awareness Tracking

Survey Based Physician ATUs

Web visits

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What is the sales lift?

Where was the ad seen? How many times?

How many Days elapse from 1st exposure to 1st Rx?

Where do new patients source from?

What was the impact of the media plan?

GRPs invested

Flighting (Cumulative Reach and Frequency)

Program Placement

Traditional metrics do not report the direct link Traditional metrics do not report the direct link we need between TV Ad exposure and Sales Liftwe need between TV Ad exposure and Sales Lift

TRA Confidential | 7

The Irony is…The Irony is…

YOU CAN’T

optimize

TV EFFICIENCY

without

the answers

TO THESE METRICS

YOU CAN’T

optimize

TV EFFICIENCY

without

the answers

TO THESE METRICS

TRA Confidential | 8

Big Data is Changing the Face of Performance Measurement

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Advances in Digital TV technology have made TV a Advances in Digital TV technology have made TV a more accountable medium and a Big Data Sourcemore accountable medium and a Big Data Source

SET TOP BOXreturn path technologySECOND-BY- SECOND

National LiveTIME SHIFTED

TRA Confidential | 10

Combining Big Data to Quantify TV ImpactCombining Big Data to Quantify TV Impact

*HIPAA Certified

TV data is then matched to IMS APLD data

Quantify the proportion of DTC reached individuals who “converted” or new to brand post ad exposure

900k Single-Source Adults

18+

De-identification software via a De-identification software via a third party match third party match brings empirical data togetherbrings empirical data together

Naturally occurring capture of live + recorded in-home TV consumption

Identify persons who were reached how often and where exposed

TRA Confidential | 11

Aggregated, Anonymized Aggregated, Anonymized Single-Source Sample of AdultsSingle-Source Sample of Adults

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TV SPEND is

NOT just about

BLOCKBUSTERS

anymore!!

TV SPEND is

NOT just about

BLOCKBUSTERS

anymore!!

TRA Confidential | 13

Single Source Data Applications for LUNESTA®

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LUNESTALUNESTA®® Case Study Case Study Co-presentation of TRA Application at the April 2013 DTC Co-presentation of TRA Application at the April 2013 DTC National Conference, Washington DC National Conference, Washington DC

Sunovion Pharmaceuticals has been an innovator in both the execution and advancement of consumer media strategies for its widely recognized and iconic DTC TV brand LUNESTA® .  

At The DTC National Conference, Fariba Zamaniyan of TRA and Kristy Branco, Ph.D. of Sunovion co-presented how TRA and its partner IMS Health leveraged single-source, naturally occurring TV exposure and aggregated and anonymized patient level data to validate and provide empirical intelligence to optimize Sunovion’s media strategy for this blockbuster brand.

TRA Confidential | 15

What did Sunovion learn?What did Sunovion learn?

Through the application of TRA single source data, we validated:

1. TV is too important to abandon Supports a positive ROI

1. With less TV investment, a positive ROI could still be achieved within a year

2. Continue to support the investment