At The DTC National Conference, Fariba Zamaniyan of TRA and Kristy Branco, Ph.D. of Sunovion co-presented a case study about how TRA and its partner IMS Health leveraged single-source, naturally occurring TV exposure and aggregated and anonymized patient level data to validate and provide empirical intelligence to support Sunovion’s media efficiency efforts for this blockbuster brand.

1. TRA Confidential | 1
TRA Confidential Copyright 2012 TiVo Research and Analytics, Inc. 1
TRA Confidential
Measure, Validate andMeasure, Validate and
Optimize Your TV ROIOptimize Your TV ROI

2. TRA Confidential | 2
Just over half of Rx DTC promotionJust over half of Rx DTC promotion
dollars goes to TVdollars goes to TV
56%
Source: Kantar Media

3. TRA Confidential | 3
However, the Rx TV investmentHowever, the Rx TV investment
has been declininghas been declining
Source: Kantar Media
TV Dollars (millions)

4. TRA Confidential | 4
Key Factors Behind Declining Rx TV SpendKey Factors Behind Declining Rx TV Spend
Add visual or
graphic
1. Recession
2. Stricter Copy Guidelines
3. Patent Expirations
4. Fewer Drug Launches
5. Fewer Block Buster brands
6. Lack of Metrics to Justify and
Secure the Investment

5. TRA Confidential | 5
Traditional metrics are not enoughTraditional metrics are not enough
 NRx, TRx sales tracking
 Market Mix Modeling
 Other Survey Research
 Survey Based Consumer Awareness Tracking
 Survey Based Physician ATUs
 Web visits

6. TRA Confidential | 6
 What is the sales lift?
 Where was the ad seen? How many times?
 How many Days elapse from 1st
exposure to 1st
Rx?
 Where do new patients source from?
 What was the impact of the media plan?
GRPs invested
Flighting (Cumulative Reach and Frequency)
Program Placement
Traditional metrics do not report the direct linkTraditional metrics do not report the direct link
we need between TV Ad exposure and Sales Liftwe need between TV Ad exposure and Sales Lift

7. TRA Confidential | 7
The Irony is…The Irony is…
YOU CAN’T
optimize
TV
EFFICIENCY
without
the answers
TO THESE METRICS
YOU CAN’T
optimize
TV
EFFICIENCY
without
the answers
TO THESE METRICS

8. TRA Confidential | 8
Big Data is Changing the Face of
Performance Measurement

9. TRA Confidential | 9
Advances in Digital TV technology have made TV aAdvances in Digital TV technology have made TV a
more accountable medium and a Big Data Sourcemore accountable medium and a Big Data Source
SET TOP BOX
return path
technology
SECOND-BY- SECOND
National Live
TIME SHIFTED

10. TRA Confidential | 10
Combining Big Data to Quantify TV ImpactCombining Big Data to Quantify TV Impact
*HIPAA Certified
 TV data is then
matched to IMS APLD
data
 Quantify the
proportion of DTC
reached individuals
who “converted” or
new to brand post ad
exposure
900k Single-
Source Adults
18+
De-identification software via aDe-identification software via a third party matchthird party match brings empirical data togetherbrings empirical data together
 Naturally occurring
capture of live +
recorded in-home TV
consumption
 Identify persons who
were reached how
often and where
exposed

11. TRA Confidential | 11
Aggregated, AnonymizedAggregated, Anonymized
Single-Source Sample of AdultsSingle-Source Sample of Adults

12. TRA Confidential | 12
TV SPEND is
NOT just about
BLOCKBUSTERS
anymore!!
TV SPEND is
NOT just about
BLOCKBUSTERS
anymore!!

13. TRA Confidential | 13
 Single Source Data
Applications for LUNESTA®

14. TRA Confidential | 14
LUNESTALUNESTA®® Case StudyCase Study
Co-presentation of TRA Application at the April 2013 DTCCo-presentation of TRA Application at the April 2013 DTC
National Conference, Washington DCNational Conference, Washington DC
Sunovion Pharmaceuticals has been an
innovator in both the execution and
advancement of consumer media
strategies for its widely recognized and
iconic DTC TV brand LUNESTA® .
At The DTC National Conference, Fariba
Zamaniyan of TRA and Kristy Branco, Ph.D.
of Sunovion co-presented how TRA and its
partner IMS Health leveraged single-
source, naturally occurring TV exposure
and aggregated and anonymized patient
level data to validate and provide
empirical intelligence to optimize
Sunovion’s media strategy for this
blockbuster brand.

15. TRA Confidential | 15
What did Sunovion learn?What did Sunovion learn?
Through the application of TRA single source
data, we validated:
1. TV is too important to abandon
 Supports a positive ROI
1. With less TV investment, a positive ROI
could still be achieved within a year
2. Continue to support the investment