MEN’S PERSONAL CARE BRAND CASE STUDY

Nielsen Catalina Solutions measured the incremental sales impact and return on advertising spend of an AM/FM radio campaign on a men’s personal care brand. The study spanned a period from March 2017 through September 2017, with a one month post-campaign period. The results illustrated the impact among all 5,974 households exposed to the AM/FM radio campaign compared to 5,974 homes that were not exposed to the campaign. Methodology

Nielsen Catalina Solutions matches what consumers hear and buy Methodology Analysis Step 1 Step 2 Step 3 Nielsen Catalina Solutions does a household match on the address level using Portable People Meter panel data and shopper card data from Nielsen Catalina and Nielsen Homescan Audience is broken into two groups based on Media Monitors ad occurrence Nielsen measures the sales impact of the two groups Sales/spend lift Buyer penetration Transaction/trips per buyer $ per transaction $ per buyer Share of category Incremental sales return per advertising dollar MATCHED AUDIENCE UNEXPOSED to the radio campaign Unexposed Exposed EXPOSED to the radio campaign

AM/FM radio boosted sales 8% among the target male demo $ increase in parent brand sales per male AM/FM radio listening household Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

AM/FM radio exposure drove a higher spend per trip Campaign sales drivers Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

For every $1 spent on AM/FM radio, the men’s personal care brand saw 1.23 in return on advertising spend among male AM/FM radio listening homes, while the parent brand saw 11.96 in return on advertising spend among all households $ The AM/FM radio campaign resulted in a positive return on advertising spend Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

of all homes were reached by the AM/FM radio campaign and generated 36% 45% Homes exposed to the AM/FM radio campaign generated 25% more sales than unexposed homes of total parent brand sales Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

% of sales contribution of heavy category buyers by brand loyalty Those who buy often in the category were the most responsive to the campaign % of sales contribution of heavy category buyers by brand loyalty 83% of sales lift came from heavy category buyers with low/medium brand loyalty Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

% share change during analysis period Increased parent brand purchasing came at the expense of key category competitors % share change during analysis period Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

AM/FM radio delivers strong ROI for a men’s personal care brand Positive return on advertising spend For every $1 spent on AM/FM radio, the men’s personal care brand saw 1.23 in return on advertising spend among male AM/FM radio listeners, while the parent brand saw 11.96 in return on advertising spend among all households $ Sales driver Market share growth sales lift among male AM/FM radio listening households +8% The parent brand saw a increase in category share +.8% The parent brand saw a Source: Nielsen Catalina Solutions, analysis of a men’s personal care brand’s AM/FM radio campaign 3/27/17-10/27/17, exposed households – 5,974; analysis panelists – 4,549; total parent brand buyers – 1,059

Key findings Sales driver: The campaign drove a positive sales lift of 8% for the total parent brand among male AM/FM radio listeners. Positive brand return: Among male listeners, AM/FM radio delivered a $1.23 positive return on advertising spend for the personal care brand. Parent brand return: For every dollar spent on AM/FM radio, the campaign generated $11.96 return on advertising spend for the parent brand among all households. Market share growth: Increased purchasing came at the expense key competitors in the category.

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Appendix

Nielsen Catalina Solutions measurement methodology To measure the effectiveness of the campaign, the household purchases of those exposed to the campaign were compared to the purchases of those who were not. The ‘exposed’ group was matched to an ‘unexposed’ group that was similar in demographics and had made similar category and brand mix purchases in the 12 months prior to the campaign. The matched group not only needed to have similar purchases in the preceding 12 months overall, it also needed to match on a monthly basis to ensure that households were at a similar stage in the category buying cycle. Having selected like households, the remaining differences between the exposed and unexposed groups should be the result of whether or not the group was exposed to the campaign. Nielsen then compares the two groups through an Analysis of Covariance (ANCOVA controls for any other extraneous factors) to isolate differences in product purchasing during and after the execution of the advertising campaign on 5 key metrics (sales, penetration, buying rate, occasions and purchase amount). If shopper card data is used, they adjust for all outlet sales using Homescan data. Then they apply the incremental sales per household to the overall campaign reach to determine the short term sales impact.

Nielsen Audio Portable People Meter (PPM) Capable of measuring radio, television and Internet broadcasts, retail video and audio broadcasts. Meter automatically detects inaudible codes embedded in audio portion of broadcast program or commercial. Proprietary codes identify media to which participant is exposed. PPM encoding solution identifies broadcast and online audio content The meter, worn all day, stores all encoded audio content captured by the meter Data collected by the meter are sent to Nielsen Audio 15

Matching exposed and unexposed households on hundreds of variables creates identical groups Demographics Stores visited Geography Product preference ✔ ✔ ✔ ✔ Exposed (test) Unexposed (control) Matched on 500+ variables

All outlet retail sales representation Nielsen leverages the overlap between Catalina and Homescan for precise total U.S. sales projections and activation of Homescan-based segments 100K HH 76K HH 90MM HH Grocery, drug, club, mass channels Grocery & drug channels

Total sales calculation $$$ Total sales Buying rate Penetration How much are households buying? How many brand-buying households? Purchase frequency Purchase amount How often did households buy brand products during the test period? How much of the product did households buy per occasion during the test period? Total sales: determined by a combination of lift in penetration and dollar buying rate between exposed and unexposed households Buying rate: determined by purchase frequency X purchase amount