1. Sales evaluation by dunnhumby
All analysis was carried out using a panel of regular shoppers using Tesco Clubcard
Tesco Clubcard members were split into Control and Exposed groups depending on whether they purchased the newspaper titles carrying the advertising in Tesco
These two groups were then matched by affluence and relevant purchasing behaviour to create balanced groups which were used to measure the effectiveness of the newspaper advertising
Newspaper advertising effects were then calculated by splitting the data into pre, during and post campaign periods
(Uplifts are conservative, as only 9% of newspaper purchases are made in Tesco. Therefore the Control group is also likely to contain people who have seen, and acted upon, the newspaper campaign.)

2. Methodology - defining the Exposed and Control groups
Every Clubcard member was defined by five criteria:
Exposed:
’00,000
Control:
’00,000
Levels of competitor purchasing
Levels of brand
purchasing ££
Lifestyles
The number of Newspaper titles purchased that contained the test advert
Total spend in Tesco in the pre and post periods
Tesco defined lifestyle profiles based on shopping behaviour
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