1

Sales evaluation by TNS Worldpanel

• TNS Worldpanel analysed patterns of soft cheese buying in order to measure the incremental 28-day sales effect for Kraft Philadelphia generated by the TV and newspaper advertising, individually and in combination

• The purchasing behaviour of Kraft Philadelphia and other soft cheese brand buyers was analysed according to whether they had been exposed, or not exposed to the advertising, and the differences were attributed to the advertising effect. All analyses were controlled for presence/absence of promotional activity at the time of advertising and by weight of viewing

• Likelihood of exposure to ads in newspapers or on TV, or both, was determined as follows:

2

MediaSPAN Questionnaire

Exposed to Newspaper ads

Regular readers of newspaper titles from MediaSPANquestionnaire

+

Actual purchase ofnewspaper titles on the days carryingadvertising

Exposed to TV ads

+

Actual televisionviewing habits fromBARB/SkyViewhouseholds

Commercial BreakViewing Probabilities

Claimed televisionviewing habits from MediaSPAN questionnaire

Worldpanel Housewiveslikely exposed to TV

TV Spots