Nutrition

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					Top 10 Manufacturer Summary
YoY, 1st Quarter 2010 - Nutrition

                                                                                   Nutrition
                                                             Q1 2009                                                                    Q1 2010
                                Ad Block      Weighted        Quality      Weighted           Quality     Ad Block      Weighted          Quality      Weighted           Quality
Manufacturer                      Count       Ad Count           Ads        Quality            Share        Count       Ad Count             Ads        Quality            Share
Abbott Laboratories                  235.59        287.98         70.60         111.51         24.05%          207.28         279.96         40.33          132.26          23.67%
Atkins Nutritionals                   50.79          88.97        18.62          33.13          7.14%           45.58          59.94         14.97           36.54           6.54%
Clif Bar Inc.                         92.28          41.21        27.58            8.15         1.76%          100.01          51.96         40.83           26.61           4.76%
Kellogg NA Co.                        75.38          83.41        38.76          39.64          8.55%           42.43          52.20         13.23           21.04           3.77%
Kraft Foods                           77.26          33.41        29.33            8.01         1.73%           67.10          23.48         13.42             4.38          0.78%
Nestle HealthCare Nutrition, Inc.     77.33        135.86         14.33          64.14         13.83%           79.90         139.89         20.73          101.62          18.19%
Nestle S.A.                           99.44          31.50        33.08          10.34          2.23%          118.87          65.32         35.56           30.83           5.52%
Pharmavite Corporation                46.76          49.85        27.83          30.66          6.61%           29.35          34.08         11.33           25.14           4.50%
Private Brand Manufacturer            70.74        182.39         39.61         111.38         24.02%           83.01         191.87         28.05          117.29          20.99%
Unilever                             122.67          78.80        56.84          46.69         10.07%          132.68         119.89         23.84           63.00          11.28%
Grand Total                         948.24      1013.37       356.58          463.65       100.00%          906.22        1018.59         242.31          558.71       100.00%

 Definitions:
      1. Ad Block Count
        The Base Rating Ad Block Count calculates the total number of ads for each brand/sub-category by not only counting single brand/sub-category ads, but also including
        the proportion of each multiple brand/sub-category ad block allotted to each brand/sub-category.

      2. Weighted Ad Count
        The Weighted Ad Count metric normalizes ad block counts over multiple retailers to more accurately assess the potential impact of each ad. The system does this on a
        sliding scale by assigning higher values to ad blocks with major retailers with a high sales volume in the relevent product category and lower values to retailers with
        lower sales volume.

      3. Quality Ads
        For the Quality Ads metric, The Base Rating sums the quality scores for all ads for a specific brand/sub-category. Ads are scored using our proprietary, weighted 10-key
        attribute formula and are assigned a ranking of Excellent (Best), Competitive or Satisfactory.

      4. Weighted Quality
        The Weighted Quality shows the size of quality ad placements for the selected period by combining the weighted ad and quality scores.

      5. Quality Share
        The Quality Share shows the percentage of quality ads for each manufacturer as compared to its competitors.
Brand Heat
1st Quarter 2010 -Nutrtion

                                                        Nutrition
                               Ad Block     Average                                                    Ad Block      Average
Brand Family                     Count       Rating                      Brand Family                    Count        Rating
PowerBar Harvest                    4.60       2.583                     Boost                            76.57        2.166
Private Brand                     83.01        2.548                     Kellogg's                          4.32       2.157
Mix 1                               9.50       2.533                     Ensure                          101.17        2.150
Attune                              3.00       2.500                     Glucose Control                   3.33        2.143
Luna                              23.52        2.485                     Atkins                           17.55        2.140
Mojo                              12.04        2.476                     Genisoy                            6.21       2.125
PowerBar Triple Threat              4.52       2.417                     Slim Fast                       123.15        2.114
Met-Rx                             5.13        2.417                     Designer Whey                    5.00         2.083
Kind                              10.50        2.405                     Balance Bars                    56.90         2.011
Weider                             3.00        2.333                     Optima                           7.53         2.000
Endulge                            6.58        2.333                     Tapout                           5.00         2.000
Carb Control                      12.28        2.310                     Supreme Protein                  3.00         2.000
Clif Bar                          61.45        2.298                     APC                              3.00         2.000
PowerBar                         105.54        2.289                     H.A.R.D. Nutrition               4.00         2.000
Nutribar                           7.50        2.267                     Bora Bora                        4.00         2.000
SoyJoy                            29.35        2.261                     BeneVia                          4.50         2.000
Pure Protein                      29.13        2.235                     Elations                        17.50         1.950
Special K                         37.78        2.222                     ZonePerfect                     41.58         1.931
Larabar                           13.50        2.219                     Fullbar                         11.58         1.878
Myoplex                           18.63        2.214                     Joint Juice                      7.50         1.857
South Beach Living                10.20        2.200                     Glucerna                        30.33         1.841
Advantage                         21.45        2.198                     Odwalla                          9.29         1.813
                                                                         Grand Total                  1071.04          2.18


 Definitions:
       1. Ad Block Count
         The Base Rating Ad Block Count calculates the total number of ads for each brand/sub-category by not only
        counting single brand/sub-category ads, but also including the proportion of each multiple brand/sub-category ad
        block allotted to each brand/sub-category. For example, if there are 4 brands/sub-category in a single ad block,
        each brand/sub-category will be counted as 0.25 and added to the total of each brand/sub-category. Our process
        includes first capturing full page images of the included retail circulars and cropping out each ad block the same
        way it seen by consumers. We are then able to divide each ad block and calculate the proportion of each
        brand/sub-category in the ad block.

       2. Average Rating
        The Average Rating for each brand/sub-category displays each item's quality rating on a three point scale, with 3 =
        Excellent, 2 = Competitive, and 1 = Satisfactory. Higher ratings generally mean more impactful ads, capable of
        greater sales lift, were run for the brand/sub-category during the selected period.
Brand Summary
1st Quarter 2010 -Nutrition

                                                               Nutrition
                                                                  Ad Block    Weighted    Quality   Weighted      Quality
Manufacturer                              Brand Family              Count     Ad Count       Ads     Quality       Share
Abbott Laboratories                   Carb Control                    12.28        8.75      3.33        3.93      0.74%
                                      Ensure                         101.17      134.08     19.00       60.48      11.34%
                                      Glucerna                        30.33       75.09      5.33       29.67      5.56%
                                      Myoplex                         18.63       23.30      4.00       17.53      3.29%
                                      ZonePerfect                     41.58       31.70      8.17       14.45      2.71%
Abbott Laboratories Total                                           204.00      272.91      39.83     126.06      23.63%
Atkins Nutritionals                   Advantage                       21.45       10.43      6.58        4.21      0.79%
                                      Atkins                          17.55       41.32      4.80       27.01      5.06%
                                      Endulge                          6.58        8.20      3.58        5.32      1.00%
Atkins Nutritionals Total                                            45.58       59.94      14.97      36.54       6.85%
Clif Bar Inc.                         Clif Bar                        61.45       26.65     23.50       10.74      2.01%
                                      Luna                            23.52       21.20     11.67       14.13      2.65%
                                      Mojo                            12.04        3.54      5.67        1.73      0.32%
Clif Bar Inc. Total                                                  97.01       51.39      40.83      26.61       4.99%
Kellogg NA Co.                        Kellogg's                        4.32        0.82      0.09        0.01      0.00%
                                      Special K                       37.78       51.28     12.80       20.93      3.92%
Kellogg NA Co. Total                                                 42.10       52.10      12.89      20.94       3.92%
Kraft Foods                           Balance Bars                    56.90       21.63     11.42        4.06      0.76%
                                      South Beach Living              10.20        1.84      2.00        0.32      0.06%
Kraft Foods Total                                                    67.10       23.47      13.42       4.38       0.82%
Nestle HealthCare Nutrition, Inc.     Boost                           76.57      117.70     19.40       82.74      15.51%
Nestle HealthCare Nutrition, Inc. Total                              76.57      117.70      19.40      82.74      15.51%
Nestle S.A.                           PowerBar                       105.54       48.14     31.05       27.55      5.16%
                                      PowerBar Harvest                 4.60        2.09      2.73        1.64      0.31%
                                      PowerBar Triple Threat           4.52        1.98      1.57        1.52      0.28%
Nestle S.A. Total                                                   114.65       52.21      35.35      30.70       5.76%
Pharmavite Corporation                SoyJoy                          29.35       34.08     11.33       25.14      4.71%
Pharmavite Corporation Total                                         29.35       34.08      11.33      25.14       4.71%
Private Brand Manufacturer            Private Brand                   83.01      191.87     28.05      117.29      21.99%
Private Brand Manufacturer Total                                     83.01      191.87      28.05     117.29      21.99%
Unilever                              Optima                           7.53        5.07      0.53        0.94      0.18%
                                      Slim Fast                      123.15      114.68     23.31       62.07      11.64%
Unilever Total                                                      130.68      119.75      23.84      63.00      11.81%
Grand Total                                                        890.05      975.43     239.92     533.40     100.00%
Definitions:
   1. Brand Family
     Brand Family identifies the key brands advertised for each manufacturer for the selected period.

   2. Ad Block Count
     The Base Rating Ad Block Count calculates the total number of ads for each brand/sub-category by not only counting single brand/sub-
     category ads, but also including the proportion of each multiple brand/sub-category ad block allotted to each brand/sub-category. For
     example, if there are 4 brands/sub-category in a single ad block, each brand/sub-category will be counted as 0.25 and added to the total of
     each brand/sub-category. Our process includes first capturing full page images of the included retail circulars and cropping out each ad
     block the same way it seen by consumers. We are then able to divide each ad block and calculate the proportion of each brand/sub-
     category in the ad block.

   3. Weighted Ad Count
     The Weighted Ad Count metric normalizes ad block counts over multiple retailers to more accurately assess the potential impact of each ad.
     The system does this on a sliding scale by assigning higher values to ad blocks with major retailers with a high sales volume in the relevent
     product category and lower values to retailers with lower sales volume.

   4. Quality Ads
     For the Quality Ads metric, The Base Rating sums the quality scores for all ads for a specific brand/sub-category. Ads are scored using our
     proprietary, weighted 10-key attribute formula and are assigned a ranking of Excellent (Best), Competitive or Satisfactory.

   5. Weighted Quality
     The Weighted Quality shows the size of quality ad placements for the selected period by combining the weighted ad and quality scores.

   6. Quality Share
     The Quality Share shows the percentage of quality ads for each manufacturer as compared to its competitors.
Executive Summary by Week
1st Quarter 2010 - Nutrition

                                                                    Nutrition
                                                                       2010
Brand Family                     1/2       1/9    1/16     1/23     1/30       2/6    2/13    2/20    2/27      3/6    3/13     3/20   3/27
Atkins                          0.08      12.88    0.00     1.16     0.00      0.00            0.00    0.22   12.40     0.26
Boost                          12.43      21.70    0.34    12.40     0.59      2.00    9.59   12.40    0.70    0.00     9.41    1.17    0.00
Clif Bar                        0.30       1.57    0.23     1.18     0.00      0.29    0.00    3.57    2.88    0.00     0.56    0.13    0.03
EAS                                                                                                            6.20
Endulge                                    5.32             0.00               0.00
Ensure                          0.00      28.94    0.40     0.79     0.68      0.00    0.79            0.00   28.58     0.11    0.18    0.00
Glucerna                        0.00      14.16    0.00     0.59               0.00    0.00                   13.16     0.00    1.76    0.00
Glucose Control                 0.00       7.08    0.00     0.00                       4.72                             7.08            0.00
Joint Juice                                0.00                               14.16            0.00    0.00    0.00     0.00    0.17
Luna                            0.30       1.57    7.06     0.92               0.10    0.00    3.42    0.03             0.56    0.13    0.03
Met-Rx                          0.00       0.00    0.07              6.20                                      0.45                     0.00
Myoplex                         0.00      15.33              0.00              0.00                    0.00    2.20             0.00
Nutribar                                                     7.04                              0.00                             0.00
PowerBar                         0.65     19.52     0.40     4.74    0.08      0.08    0.00    0.14    0.14     0.06    1.38    0.00     0.35
Private Brand                   14.53      5.82     1.39    16.31    2.85      0.38    9.69    0.18   27.92    14.24    7.86    0.19    15.92
Pure Protein                     0.04      0.00     0.07     0.00    6.20      0.83    0.00    0.00             0.33            0.04     0.00
Slim Fast                        0.65     12.60    16.17     0.00    0.21     13.31    0.00    3.99    0.16     1.52    12.57   0.00     0.88
SoyJoy                           5.82      0.83     0.05    12.40    0.00      5.90    0.00    0.00             0.00     0.05   0.08     0.00
Special K                        0.00     12.29     0.71     1.55    0.00              1.16    0.00    0.05     0.00     0.44   4.74     0.00
ZonePerfect                      0.00      0.84     0.00     0.00    0.00      0.34    0.00    0.00    0.00    13.00     0.26   0.00     0.00
Grand Total                    34.79    160.46    26.91    59.08    16.82     37.39   25.96   23.71   32.10   92.15    40.55    8.59   17.20
Score Definitions:
0.00 indicates the brand was advertised during the week but did not achieve any excellent ads. Null indicates the brand was not advertised during the week at
any of the 110 retailers tracked. 2 digit number-combines the weighted ad score with the quality ad score to show size of quality placements for the Quarter
period. Green Highlighting-The top 10% of scores for the period. Red Highlighting-The bottom 10% of scores for the period excluding nulls.

				
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posted:9/19/2012
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