ZOOM ZOOM INDICATORS Nov 2003 U.S. Zoom Media Research

Zoom Indicators Summary Research is one of the cornerstones to the success of Zoom Media. The ZOOM INDICATORs are a measure of the effectiveness of our medium across a wide range of products, services and networks. This document includes a summary of Zoom Indicators for the Zoom Social and Fitness Networks. The four attributes shown are unaided recall, aided recall, appreciation, and sponsor identification.

Zoom Indicators Current Indicators This table shows average rates for the various networks in the US and Canada Averages should be used with caution because of the variation in restroom visits between the different networks. We recommend that individual network figures be used as much as possible.

Zoom Indicators Definitions Unaided and Aided Recall  Unaided recall measures brand or product awareness without any information or prompting from the interviewer  Aided recall is a measure of the percentage of respondents who said they saw an advertisement when shown a visual of the actual ad with sponsor identifiers (logos/taglines) hidden.  The base is all respondents interviewed, regardless of whether they visited the restroom that evening or not.  Recall is a function of advertising weight and creative impact. This is the reason there is a wide range of scores for this metric.  These studies are based on the Classic poster unit.

Zoom Indicators Definitions Appreciation  Appreciation is a measure of how respondents liked the overall creative concept.  Those who had recalled the ad were asked on a five-point scale how much they liked the ad. The score represents the total of those who said “very much” or “somewhat”.  This is a measurement that is of primary importance to the agency and advertiser because it serves as a good indicator of the impact of the ad in question.

Zoom Indicators Definitions Advertiser ID  This number indicates the percentage of respondents who were able to correctly identify the advertiser and/or the brand.  Advertiser identification is heavily dependent on how good the creative is. If the creative (poster) does not communicate effectively, the medium for message delivery is not important.  Despite Zoom Media’s ability to deliver “in your face”, extended exposure opportunities, the creative concept still plays an essential part in making the ad memorable This is apparent by the wide range of scores achieved in each study.

Zoom Indicators Highlights Zoom Social Network  The highest aided recall score for a regular advertising program was 63% for a Head & Shoulders campaign.  A Heineken beer campaign produced an 82% appreciation score even though the overall aided recall of the campaign was low at 27%. Obviously, those that saw the ad really liked it.  A 91% Advertiser ID score for a Volkswagen campaign has been the best result to date. At the other end of the spectrum, a Rogaine campaign generated a 29% advertiser identification score.  The highest ever aided recall score was 92%. This program was specially designed for Charmin and demonstrates how our unique billboards can be customized for greater impact.

Zoom Indicators Highlights Zoom Fitness Network  Based on seven surveys to date, a Chevy Blazer campaign produced the best aided recall score at 61%.  The highest appreciation result came from a L’Oréal Voluminous campaign which generated a score of 86%.  And its Advertiser ID score of 68% was just slightly off the best score from a Jimmy GMC campaign (69%).