Sprint Digital Media Effectiveness Study - Sept 2011


Average time spent in the 4 stores - 56 minutes Of the top 10 reasons to visit a store, these 4 stores measured:

Make a Payment - 32% Handset Repair - 22% Upgrade a Phone - 13% All Other – 33%

TEST STORE PROFILES

Store #Avg. Monthly

TrafficComments

9717,994

Pasadena, CA

50% Hispanic customers with the other 50% being African Americans and Caucasians

Split evenly between upper and lower income families

80% of the employees in this store speak Spanish

10827,873

Valley Steam, NY

Inside of a shopping mall in a lower income neighborhood

The highest volume of customers in the trial

31615,745

Coral Springs, FL

Affluent customers, many with multiple homes All demographics visit this store with Caucasians being the largest percentage

66614,084Iselin, NJ

A high concentration of middle to lower income individuals Evenly distributed between African Americans, Hispanics, and Caucasians Multiple Spanish speaking employees to handle the traffic


Than

ksgi

vin

g

Thanksgiving Weekend

WeekendIMPRESSIONS – DAILY AUDIENCE

IMPRESSIONS & EXPOSURE – BY STORE

Average Exposure Time – 2.4 Seconds


StoreAvg Monthly

TrafficAvg Daily

TrafficAvg Daily

Impressions% of AVG

Traffic

97 17,994 600 701 117%

108 27,873 929 439 47%

316 15,745 525 429 82%

666 14,084 469 356 76%

Average 631 481 76%

IMPRESSIONS – TIME OF DAY


GENDER COUNT – BY STORE

Store 108 316 666 97 Total

Male 5,441 52% 6,046 70% 5,006 61% 11,753 73% 28,246 65%

Female 5,087 48% 2,536 30% 3,189 39% 4,367 27% 15,179 35%

Store 108 316 666 97 Total

Child 777 7% 415 5% 700 9% 776 5% 2,668 6%

Young Adult 4,926 47% 3,543 41% 3,707 45% 8,304 52% 20,480 47%

Adult 3,533 34% 3,452 40% 2,812 34% 5,439 34% 15,236 35%

Senior 1,292 12% 1,172 14% 976 12% 1,601 10% 5,041 12%

AGE BRACKETS – BY STORE


Playlist DescriptionPlay

Duration(Sec)2011-06-24_BrandConnection 8

2011-10-30_PromoTakeover_HTC EVO Family_ 46

2011-10-30_BrandConnection Candy 8

2011-10.30_ServiceTips Drive First 25

2011-06-24_NowInsider EvoView 16

2011-06-24_NowInsider GeoQpons 29

2011-06-24_ServiceTIps Workforce_Locator 18

2011-10-30_PromoTakeover_Epic 4G Touch 61

2011-10.30_NowInsider Google Wallet Nexus S 27

2011-09-09_NowInsider Parcels 24

2011-09-09-_ServiceTips Sprint ID 25

2011-06-24_NowInsider Replenish 14

2011-10-30_PromoTakeover_Unlimited Data Run 47

2011-09-09_NowInsider Cut the Rope 24

2011-10.30_NowInsider Evo3D Games 37

2011-06-24_ServiceTips PlanOptimizer 20

2011-10-30_NowInsider Sprint Direct Connect Admiral 10

2011-10-30_PromoTakeover Corp Social Resp 55

Total494 sec

(8.2 min)

Playlist 18 spots - 8.2 minutes 27.4 sec average/spot 3 spots: < 10 sec - 9.0 sec average (6%) 10 spots: 10 - 30 sec – 22.2 sec average (45%) 5 spots: > 30 sec – 49.2 sec average (50%) The customers only view on average 9% of a spot

PLAYLIST ANALYSIS


VIEWER EXPOSURE – BY TIME BRACKET

Time BracketExposure Time %

0 to 1 seconds 36.7%



3 to 4 seconds 8.7%

4 to 5 seconds 4.9%

5 to 6 seconds 3.1%

6 to 7 seconds 2.2%

7 to 8 seconds 1.6%

8 to 9 seconds 1.2%




76%

24%


PLAYLIST ANALYSIS SUMMARY NOVEMBER 18 – DECEMBER 5

Measurement Summary 44,000 impressions in 4 stores over 24 days

Audience Impressions On average, 76% of the shoppers glanced at the screen Peak viewer period is 2.00 pm to 7.00 pm

Audience Gender Distribution 65% of the shoppers are male

Audience Age Bracket Distribution 47% are young adults (18 – 35)

35% are adults (36 – 65) Audience Exposure Times

The average exposure time was 2.4 seconds Min – 1.5 sec / Max 3.7 sec 27.4 sec average length/spot 76% of the impressions were less than 3.0 seconds 23% of the impressions were more than 3.0 seconds but less than 12 seconds Less than 0.2% of the 44,000 impressions viewed a spot more than 12 seconds



Duration (Sec)

2011-06-24_BrandConnection 82011-10-30_PromoTakeover_HTC EVO Family 462011-06-24_BrandConnection 82011-10.30_ServiceTips Drive First 252012-01-08_NowInsider Sprint Music 402012-01-08_NowInsider Fooducate 372011-06-24_BrandConnection 82011-10-30_PromoTakeover_Unlimited Data Run 472011-06-24_BrandConnection 82011-10.30_NowInsider Google Wallet Nexus S 272012-01-08_NowInsider Endomondo 532011-10-30_NowInsider Sprint Direct Connect Admiral 102011-06-24_BrandConnection 82011-10-30_PromoTakeover_Epic 4G Touch 612011-06-24_BrandConnection 82011-06-24_ServiceTips PlanOptimizer 202012-01-08_NowInsider iTriage 342011-06-24_BrandConnection 82011-10-30_PromoTakeover Corp Social Resp 552011-06-24_BrandConnection 8

Total 519 sec(8.7 min)


Duration (Sec)

2011-06-24_BrandConnection 8

2011-10-30_PromoTakeover_HTC EVO Family 46

2011-10-30_BrandConnection Candy 8

2011-10.30_ServiceTips Drive First 25

2011-06-24_NowInsider EvoView 16

2011-06-24_NowInsider GeoQpons 29

2011-06-24_ServiceTIps Workforce_Locator 18

2011-10-30_PromoTakeover_Epic 4G Touch 61

2011-10.30_NowInsider Google Wallet Nexus S 27

2011-09-09_NowInsider Parcels 24

2011-09-09-_ServiceTips Sprint ID 25

2011-06-24_NowInsider Replenish 14

2011-10-30_PromoTakeover_Unlimited Data Run 47

2011-09-09_NowInsider Cut the Rope 24

2011-10.30_NowInsider Evo3D Games 37

2011-06-24_ServiceTips PlanOptimizer 20

2011-10-30_NowInsider Sprint Direct Connect Admiral 10

2011-10-30_PromoTakeover Corp Social Resp 55

Total 494 sec (8.2min)

Playlist - January 8th to 23rdPlaylist – November 8th to January 7th

November 18th – January 7th Playlist 18 spots - 8.2 minutes 27.4 sec average/spot 3 spots: < 10 sec - 9.0 sec average (6%) 10 spots: 10 - 30 sec – 22.2 sec average (45%) 5 spots: > 30 sec – 49.2 sec average (50%) The customers only view on average 9% of a spot

January 8th – 23rd Playlist 20 spots - 8.7 minutes 26.0 sec average/spot 9 spots: < 10 sec - 8.2 sec average (14%) 3 spots: 10 - 30 sec – 24.0 sec average (14%) 8 spots: > 30 sec – 46.6 sec average (72%) The customers only view on average 15% of a spot

NEW PLAYLIST ANALYSIS


FACIAL RECOGNITION ANOMOLY

2.4 sec

Without 666 – Iselin, NJ

Iselin, NJ Only

8.15 sec

AVA Facial Detection


IMPROVING CUSTOMER EXPOSURE

The AVA data shows that the customer is glancing at the content for an average of 2.4 seconds

The content is high quality but it is only about product With a 45 to 60 minute wait time there needs to be some entertainment

value interlaced with product information For the other content, a bold change in content is needed and we have the

opportunity to test this in a limited number of stores We also believe that a magazine type format and interaction with one’s

phone will also help drive a better experience and reduce perceived wait time


NEW MEDIA/PLAYLIST TEST PLAN

New media messages for the test Playlist Shorter/Bolder messages – Yes Entertain - Yes Break up the playlist look - Yes Reduce perceived wait time - Yes


Playlist – April 16 - May 15, 2012

35,000 Impressions 30 spots – 49.8 minutes 27.4 sec average/spot 22 spots: < 30 sec 3 spots: 31 – 60 sec 5 spots: > 60 sec 59% Male/41% Female (Previously 65% Male/35%

Female)

Average Exposure: 3.9 sec (Previously 2.4 sec) Exposure: 1.9 sec Male/6.8 sec Female

PLAYLIST ANALYSIS

Media Name

No. of Times Played

per Loop

Ad Duration

(sec)

Total Ad Duration per Loop

(sec)

Greener_Lifestyle 7 45 315NBA_GMOneScreen 4 78 312Emoticon_Family 7 41 287NASCAR_GMOneScreen 3 82 246Unlimited_VQ 7 31 217LCD-S1 1 166 166LCD_S2 1 165 165

Consumer Transition 7 22 154LCD_S3 1 135 135Otterbox_VQ 7 18 126

NASCAR_Trivia_QA_1 4 28 112Flying_Devices_Transition 7 13 91

NASCAR_DYK_1 3 25 75NASCAR_DYK_3 3 20 60NASCAR_DYK_4 3 20 60NASCAR_DYK_2 3 20 60NASCAR_Trivia_QA_4 2 27 54NASCAR_Trivia_QA_3 2 26 52NBA_QA_6 1 26 26NBA_QA_9 1 26 26

NBA_QA_1 1 26 26

NBA_QA_5 1 26 26

NBA_QA_4 1 26 26

NBA_QA_3 1 26 26

TEP_VQ 1 26 26

NBA_QA_8 1 26 26

NBA_QA_7 1 25 25

NBA_QA_2 1 25 25

Buyback_VQ 1 20 20

JD_Power_VQ 1 20 20

Store% Male

Nov/Dec% Male

April/May

108 52% 38%

316 70% 62%

666 61% 25%

97 73% 69%


Exposure Time Impressions Customers/Nov/Dec April/May Nov/Dec April/May Month

Store 108 2.5 sec 6.4 sec + 256% 9,500 10,700 27,900 NY - Lower Income Store 316 2.2 sec 3.0 sec + 136% 8,040 8,600 15,700 FL - Affluent Store 666 2.5 sec 3.1 sec + 124% 8,080 3,900 14,100 NJ - Middle Income Store 97 2.5 sec 2.6 sec + 4% 14,500 11,700 18,000 CA - Hispanic

2.4 sec 3.9 sec + 63% 40,120 34,900 75,700

IMPRESSION/EXPOSURE: NOV/DEC 2011 VS MAY 2012


0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

% OF TOTAL LOOP DURATION VS % OF TOTAL IMPRESSIONS(March 2012)

% of Total Loop Duration

% of Total of Total Impressions


0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

% OF TOTAL LOOP DURATION VS % OF TOTAL EXPOSURE(March 2012)


% of Total Exposure


0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

10.0%


% of Total of Total Impressions

% OF TOTAL LOOP DURATION VS % OF TOTAL IMPRESSIONS(April/May 2012)


0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%


% of Total Exposure

% OF TOTAL LOOP DURATION VS % OF TOTAL EXPOSURE(April/May 2012)


0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Exposure Time (sec) - Male

Exposure Time (sec) - Female

EXPOSURE TIME (SEC) BY FILE – MALE VS FEMALE (April/May 2012)


The following actions improved the number of Impressions and Exposure Times in April/May Shorter/Bolder messages Break up the playlist look Entertaining

Shorter messages and more entertaining content helped improve the overall Exposure Time by 63% Impressions were 35,000 in April/May versus the average of 32,000 for Jan – March 2012 and similar to

Nov/Dec store impression except for Store 666

Exposure Time Impressions Customers/Nov/Dec April/May Nov/Dec April/May Month

Store 108 2.5 sec 6.4 sec + 256% 9,500 10,700 27,900 NY - Lower Income Store 316 2.2 sec 3.0 sec + 136% 8,040 8,600 15,700 FL - Affluent Store 666 2.5 sec 3.1 sec + 124% 8,080 3,900 14,100 NJ - Middle Income Store 97 2.5 sec 2.6 sec + 4% 14,500 11,700 18,000 CA - Hispanic

2.4 sec 3.9 sec + 63% 40,120 34,900 75,700

The Ad Level metrics can measure the effectiveness of each element in the playlist to optimize media Note that in some stores, the screen location may be as major an issue as the makeup of the playlist

New media messages in future playlists should also - Weight media demographically Help reduce perceived wait time Deliver individual messages for customers Offer Mobile and Social engagement

SUMMARY

Sprint Digital Media Effectiveness Study - Sept 2011

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