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) Analysis is based on sales data of SKU and key competitors (relevant pricing info also provided)

3. 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)

4. 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

5. 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) 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

6. The following summary slides are of t he 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.

7. Alcohol NORM 22% 13% PreDuring Post Source: Tesco Based on 12 Tesco Alcohol Case Studies

8. Baby Products NORM 24% 7% Pre During Post Source: Tesco Based on 3 Tesco Baby Products Case Studies

9. Cereal & Cereal Bars NORM 14% 9% PreDuring Post Source: Tesco Based on 7 Tesco Cereal & Cereal Bars Case Studies

10. Cleaning Products NORM 16% 6% PreDuring Post Source: Tesco Based on 8 Tesco Cleaning Products Case Studies

11. Cold Beverages NORM 24% 16% PreDuring Post Source: Tesco Based on 6 Tesco Cold Beverage Case Studies

12. Confectionary Products NORM 21% 12% PreDuring Post Source: Tesco Based on 16 Tesco confectionary Case Studies

13. Convenience Products NORM 10% 7% PreDuring Post Source: Tesco Based on 29 Tesco convenience Products Case Studies

14. DVD or CD Products NORM 16% 7% PreDuring Post Source: Tesco Based on 7 Tesco DVDs or CD Case Studies

15. Hot Beverage products NORM 14% 13% PreDuring Post Source: Tesco Based on 3 Tesco Hot beverage Products Case Studies

16. Meat Products NORM 13% 6% PreDuring Post Source: Tesco Based on 4 Tesco Meat Products Case Studies

17. Paraphernalia & Financial Products NORM 29% 14% PreDuring Post Source: Tesco Based on 4 Tesco Paraphernalia & Financial Products Case Studies

18. Snack Products NORM 28% 18% PreDuring Post Source: Tesco Based on 7 Tesco Snack Products Case Studies

19. Toiletries Products NORM 18% 8% PreDuring Post Source: Tesco Based on 21 Tesco Toiletry Case Studies

20. Dairy Products NORM 14% 8% PreDuring Post Source: Tesco Based on 30 Tesco Dairy Products Case Studies