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Regional TV Effectiveness Study 2008

Personal Care: Impulse. Main findings. Regional TV Effectiveness Study 2008. Higher regional popularity and response to TV means regional represents 40% of national sales Regional share grew by c. 20% in response to TV Impulse sales in regional NSW equal Sydney

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Regional TV Effectiveness Study 2008

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  1. Personal Care: Impulse Main findings Regional TV Effectiveness Study 2008 • Higher regional popularity and response to TV means regional represents 40% of national sales • Regional share grew by c. 20% in response to TV • Impulse sales in regional NSW equal Sydney • Further growth opportunities in regional and ROI 3 times rate from metro TV

  2. Regional TV produced higher brand share growth during 2008 000s 2007 TV spend: $35k RTV share: 0% 2008TV spend: $1.2m RTV share: 14% 4 W/C Period Lynx share of total sales vs. TV Spend * Weeks ending 24/2/08-18/5/08 Source: Scan Data (4 W/E 16/9/07 to 20/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

  3. Total Impulse sales for Sept 2007 to July 2008. 40% of national sales from regional markets Total Impulse sales: Sept 2007 to July 2008 Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

  4. R O I 3 x Regional TV delivered three times the rate of return on TV investment vs. metro Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

  5. This case study is available for download at:www.regionaltvmarketing.com.au For a more detailed presentation of this case study or to arrange a case study for your brand contact: Regional TV Marketing @ 02 9929 2112

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