Methodology and Sample: CrossMedia Research™

1. Methodology and Sample: CrossMedia Research™ Based on potential exposure to campaign • Using responses from consumers as to their media consumption across multiple channels it is possible to build up individual media consumption profiles. This profile is then matched with the booked media plan (provided by the media agency), OTS (opportunity to see) scores are generated for each respondent in the respondent base. Continuous recruitment throughout campaign • We look at weekly data throughout the period of the campaign in order to pick up campaign build over the course of activity. We also continue the study for short period of time after the campaign has ended to asses any decay in impact which may occur after the campaign has ended. Respondent level statistical modelling • From collecting digital and traditional media exposure we create a “single source” respondent base from which it is possible to derive incremental reach and other cross media analysis. 1

2. CrossMedia Research™ • By understanding how consumers feel toward a brand before any activity goes live we are able to isolate how these factors influence brand measures • CrossMedia Research also accounts for other on-going factors that influence brand opinion and can be influenced by a campaign • Accounting for all factors influencing perceptions is key when attempting to isolate a campaign effect whilst avoiding over claim and misattribution 2

3. CrossMedia Research™ • The analysis then uses respondents’ varying exposure levels to different campaign media to model the contributions of these elements to brand metrics – factoring in latent predisposition and non media inputs like category and brand usage. • Using a combination of survey questions and online behaviour data to accurately predict probability of exposure by media ... • Using respondents’ frequency of potential exposure is the most reliable means available for uncovering the impact of advertising on a brand. 3