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22nd of June, 2018Expertise by Nielsen Sports & EntertainmentContacts: Julien Istace

Presentation ofthe EVENT IMPACT SCORE ®

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te. • The Event Impact Score ® is a ready-to-use and standardized tool that measures and

quantifies the impact of an event for the event itself or for a partner brand

• It has been developed in collaboration between Nielsen and the French association « LÉVÉNEMENT »

• Our first objective is to spread the tool so that the event industry grows more and more professional and in order for them to measure R.O.I. and R.O.O.

THE EVENT IMPACT SCORE ®, THE FIRST GLOBAL VALUATION TOOL TO MEASURE EVENT EFFECTIVENESS

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THIS TOOL HAS BEEN BUILT AROUND 3 MEASUREMENT BLOCKS IN ORDER TO SEIZE SPECIFICITIES OF COMMUNICATION THROUGH EVENTS

AUDIENCE PERCEPTION1 DIGITAL RESONANCE2 EXPOSURE VALUATION3

Performance items on participantsor gap vs non-participants

Event awareness %, Pointsor mark/10

Event perception / satisfaction %, Pointsor mark/10

Event memorizing %, Pointsor mark/10

Event-brand association %, Pointsor mark/10

Image items for the brand %, Pointsor mark/10

Purchase consideration %, Pointsor mark/10

« Word of mouth » %, Pointsor mark/10

Item For the eventitself

For the brand

Number of mentions # #

Share of voice for the brand n/a %

Number ofinteractions # #

Tone of discussions % %

Estimated reach # #

Item For the eventitself

For the brand

Multimedia valuation #, € #, €

Digital valuation #, € #, €

On site valuation #, € #, €

Others (collateral, ticketing, hospit. etc) #, € #, €

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THE EVENT IMPACT SCORE © CAN ADAPT TO ANY KIND OF EVENT(SIZE X TYPE OF AUDIENCE)

3 measurement blocks Activated or not depending on kind of event

B2C B2B Internal corporate event

From 0 to 2k participants

From 2k to 20k participants

From 20k to 100k participants

From 100k to 500k participants X X

More than 500k participants X X

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Note: table above shows our recommendations in terms of measurement block to be activated depending on kind of event. Upon discussion, we can adapt according to your event and needs.

1 AUDIENCE PERCEPTION

And/or

And/or

2 DIGITAL RESONANCE

3 EXPOSURE VALUATION

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N.B. : all examples detailed here are provided for information only.Budget can widely vary from one event to another because of various kind of events and data availability (methodology, existing data, perimeter, periodicity…)

PRICE CAN VARY DEPENDING ON THE KIND OF YOUR EVENT AND ON DATA AVAILABILITY

BRIEF EXEMPLE A

B2C event, 50k participants=> Blocks 1-2-3 activated

• Block 1 : existing customer database for participants (with email addresses) + survey on non-participants representative for French populationBudget : starting from 9 500 € excl VAT

• Block 2 : monitoring of all French discussions (list of 20 key words) on social media for a 1-week periodBudget : starting from 3 000 € excl VAT

• Block 3 : no existing media monitoring. Multimedia valuation in France for a 1-week period only. Agency and/or brand will provide on site data (number of participants, detailed activations…)Budget : starting from 12 000 € excl VAT

BRIEF EXEMPLE B

B2B event, 2k participants=> Blocks 1-2 activated

• Block 1 : existing customer database, CAWI survey with a minimum amount of respondents to ensure representativelyBudget : starting from 6 000 € excl VAT

• Block 2 : monitoring of all French discussions (list of 20 key words) on social media for a 1-week periodBudget : starting from 3 000 € excl VAT

BRIEF EXEMPLE C

Corporate event, 200 participants=> Block 1 activated

• Block 1 : employee database and possible reminder, CAWI surveyBudget : starting from 5 000 € excl VAT

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Copyright ©2018 The Nielsen Company. Confidential and proprietary.

Nielsen Sports 20 rue Jacques Dulud92200 Neuilly-sur-Seinenielsensports.com

YOUR CONTACT FOR QUOTATION

JULIEN ISTACEHEAD OF CONSULTINGNIELSEN SPORTS & ENTERTAINMENTP: +33(0)1 73 09 03 63M: +33 (0)6 42 60 59 79julien.istace@nielsen.com

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LÉVÉNEMENT is the event communication association. It brings together 65 event communication agencies. Among its main tasks: – Providing answers to the issues of the industry – Speaking in a single voice – Affirming the added value of our profession – Defending our shared interests – Promoting French know-how – Pooling resources based on the most important shared interests – Bringing together all industry stakeholders (agencies, clients, partners, institutional players...) – Achieving a stronger link between clients and agencies - Developing good practices shared by all, to permanently improve the efficiency of our collaborations.

LÉVÉNEMENT also oversees Le Club des Partenaires de LÉVÉNEMENT, a network of event service providers, is partner of LéCOLE – The Event Thinking School.

LÉVÉNEMENT, together with Viparis, Novelty/Magnum and Weyou, has become the founding partner of FRENCH EVENT BOOSTER, the first French innovation platform of the event industry, launched on the 20th of March, 2018.

www.levenement.org

APPENDIX

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