1. Spencer Berwin Group Sales Director JCDecaux UK Ltd

3. 2004’s most important media launch Source: Campaign Book of Lists Dec 2004

4. 2004’s most important media launch “The shopper numbers and the time spent in supermarkets: the media maths behind TescoTV starts to look compelling. Tesco is effectively a mass medium.” Dominic Mills Daily Telegraph June 2004

5. Source : BBC Daily Life Study Apr-Sep 2003 Time spent out of home 1994

6. Source : BBC Daily Life Study Apr-Sep 2003 Increase in time spent out of home 2003

7. Less time in-home 3hrs 46mins spent watching TV 46% viewing is a secondary activity 70% of shopping takes place 13+ hours after TV viewing Source : BBC Daily Life Study Apr-Sep 2003

8. h “Supermarket media can effectively bridge the gap between traditional advertising Tim Mason, The Grocer, 18 September 2004

9. 7 hrs 6 mins out of home daily More time out-of-home Source: Daily Life 2004 32 minutes shopping daily

10. “The convenience of one-stop-shopping and the hypermarket format are attracting more shoppers, with the largest stores increasingly becoming destination stores. Supermarkets are the department stores of the new millennium.” Mintel Why is Tesco important?

11. What is TescoTV? Top 100 stores

12. What is TescoTV?

15. Direct access to

16. What is TescoTV?

17. “TescoTV trials took place in eight Tesco stores nationwide over a ten-month period. Results of these led to the zoning of screens. To ensure relevance the unique in-store network will be zoned into seven areas." Retail Bulletin 10/03/04

18. What is TescoTV? 7 zones: most relevant message in most relevant part of store

19. What the customer thinks

28. The most noticeable in-store medium 1.TV screens 2.Hanging boards 3.Signs on shelves 4.= Checkouts = Products in store = Signs in store entrance 7.Floor graphics 8.Posters in window 9.= Café signs = Other “Where did you see advertising in store today?” Source: Oxford Checkout Research June 2004

29. The most accountable in-store medium

30. Delivers results Average Sales uplift 10%

31. 10 second advert Getting creative right multiplies sales effect +5%

33. 10 second advert Product benefit Getting creative right multiplies sales effect +5% +4%

35. 10 second advert Product benefit Commercial made for TTV Getting creative right multiplies sales effect +5% +4% +3%

37. 10 second advert Product benefit Commercial made for TTV Sound in commercial Getting creative right multiplies sales effect +5% +4% +3% +4%

39. 10 second advert Product benefit Commercial made for TTV Sound in commercial Price led Getting creative right multiplies sales effect +5% +4% +3% +5% +4%

41. 10 second advert Product benefit Commercial made for TTV Sound in commercial Price led Branding/Packshot Getting creative right multiplies sales effect +5% +4% +3% +4% +5%

42. Start End Start + end Start + middle + end Packshot placement +4% +3% +6% +5%

44. 10 second advert Product benefit Commercial made for TTV Sound in commercial Price led Branding/Packshot Getting creative right multiplies sales effect +5% +4% +3% +4% +5%

46. Unit Rate of Sale – Index (Test vs.Control) Brand X Toothpaste Index 1 st Campaign 2nd Campaign

47. Unit Rate of Sale – Index (Test vs.Control) Brand X Toothpaste Index 1 st Campaign 2nd Campaign

48. Cost vs. other media AudienceTescoTV CPTIn-home TV CPT All adults £2.54£2.50 Housewives £4.84£5.00

49. Comparative costs vs. press Print TitleHW coverage AIRFCP rate The Sun16.7%£48,090 Daily Mail12.2%£43,000 Daily Mirror9.4%£36,800 TescoTV – Grocery7.8%£30,000 Woman’s Own5.3%£23,650 Daily Express4.4%£31,500 = Bella4.2%£18,150 = Good Housekeeping4.2%£15,530 = Best3.1%£16,880 = Woman’s Weekly3.1%£12,400 Woman and Home2.3%£8,585 BBC Good Food1.7%£11,000 Cost vs. other media

50. Supermarkets are the new destinations TescoTV influences 5% of the UK shopping basket TescoTV is the most noticeable and accountable in- store medium Direct communication channel sold via a media agency Proven to work in both the short and long term Creative is the key to success Conclusions

51. Spencer Berwin Group Sales Director JCDecaux UK Ltd