2023 December Board Book

Board Book Methodology The purpose of this document is to measure the impact of public relations programs supported by CMAB, with metrics relevant to the current communications landscape. The consumer and foodservice measurement dashboards reflect program outcomes that support CMAB’s core business and communications goals,* as well as key takeaways that align with CMAB’s test & learn approach, ensuring producer dollars are maximized over time. Key Definitions and Terminology: • “Traditional Media”: Includes online news, newspapers, blogs • “Social Media”: Includes social media results from Twitter, Instagram, and Facebook (not including Real California Milk owned channels) • “Volume”: The number of traditional media and social media results • “Reach” / “Impressions”: The number of people content reached, based on readership/circulation figures provided by publication • “Engagement”: The number of likes, comments, shares on social media results • “Earned” and “Paid”: Earned (also referred to as “organic”) represents stories that are pitched directly to media or content creators, without any payment to the outlet; paid is a placement with a cost, such as a press release • “In-Target”: Includes LA, San Diego, San Francisco, Sacramento and San Jose and respective counties in CA, CMAB Non-CA Growth Regions (TX) • “Positive/Neutral Sentiment”: Indicates media coverage that is positive or neutral in tone in relation to California dairy • “Competitors”: Competitors include WI, VT, OR/Tillamook How Results are Obtained: This report compiles metrics from two different trackers, which together provide a better understanding of the entire conversation around California dairy, and is a standard practice among many organizations when gathering results. Some coverage may appear in both trackers. • “Coverage Tracker”: Traditional and social media content that CMAB/Ketchum have directly secured via earned pitching or paid placements; results are manually tracked • “Talkwalker”: An auto-generated tracking tool that CMAB/Ketchum uses to pull relevant traditional and social media coverage that is organic (not a paid placement), though may not necessarily be a story they directly secured.

Timeframe : Each Board Book report represents an analysis of the prior quarter, and the specific timeframe will be noted on the page

Note the metrics from Real California Milk owned social channels are not included in this report and shared separately by Deutsch.