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Page 1: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)
Page 2: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

How it works – Step 1: The data

Pre16 weeks

Campaign2 weeks

Post12 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)

Page 3: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

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)

Page 4: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

How it works – Step 2: Store matching

Strong Match Weak Match

Source: Cliological

Sales across the pre period must be as equal as possible across the 2 sets of stores

Sales can be matched on either advertised product, total brand or particular range

Page 5: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

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)

80

100

120

140

160

180

200

15 16 17 18 19Week

Sa

les

Up

lift

Ind

ex

Sales Uplift Index (Test) Sales Uplift Index (Control)

Control Index* = 140

Test Index* = 160

+14%

*Index = average weekly unit sales during vs. average weekly unit sales pre

How it works – Step 3: Calculating the Results

Page 6: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

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.

Page 7: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Alcohol NORM

22%

13%

Pre During Post

Source: Tesco

Based on 12 Tesco Alcohol Case Studies

Page 8: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Baby Products NORM

24%

7%

Pre During Post

Source: Tesco

Based on 3 Tesco Baby Products Case Studies

Page 9: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Cereal & Cereal Bars NORM

14%

9%

Pre During Post

Source: Tesco

Based on 7 Tesco Cereal & Cereal Bars Case Studies

Page 10: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Cleaning Products NORM

16%

6%

Pre During Post

Source: Tesco

Based on 8 Tesco Cleaning Products Case Studies

Page 11: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Cold Beverages NORM

24%

16%

Pre During Post

Source: Tesco

Based on 6 Tesco Cold Beverage Case Studies

Page 12: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Confectionary Products NORM

21%

12%

Pre During Post

Source: Tesco

Based on 16 Tesco confectionary Case Studies

Page 13: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Convenience Products NORM

10%7%

Pre During Post

Source: Tesco

Based on 29 Tesco convenience Products Case Studies

Page 14: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

DVD or CD Products NORM

16%

7%

Pre During Post

Source: Tesco

Based on 7 Tesco DVDs or CD Case Studies

Page 15: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Hot Beverage products NORM

14% 13%

Pre During Post

Source: Tesco

Based on 3 Tesco Hot beverage Products Case Studies

Page 16: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Meat Products NORM

13%

6%

Pre During Post

Source: Tesco

Based on 4 Tesco Meat Products Case Studies

Page 17: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Paraphernalia & Financial Products NORM

29%14%

Pre During Post

Source: Tesco

Based on 4 Tesco Paraphernalia & Financial Products Case Studies

Page 18: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Snack Products NORM

28%

18%

Pre During Post

Source: Tesco

Based on 7 Tesco Snack Products Case Studies

Page 19: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Toiletries Products NORM

18%

8%

Pre During Post

Source: Tesco

Based on 21 Tesco Toiletry Case Studies

Page 20: How it works – Step 1: The data Pre 16 weeks Campaign 2 weeks Post 12 weeks Nielsen DME have access to volume weekly sales data (from actual transactions)

Dairy Products NORM

14%

8%

Pre During Post

Source: Tesco

Based on 30 Tesco Dairy Products Case Studies


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