Number of Time-Vesting Shares:

Number of Performance-Vesting Shares:

“Active Service” means the Manager’s active service to the Company or any of its subsidiaries in any employment or independent contractor capacity. For avoidance of doubt, any period in which the Manager is on approved paid time off, medical, or parental leave shall constitute Active Service for purposes hereof (save where the laws governing the employment of the Manager determines otherwise), provided that the Manager is expected to return to active Service after the conclusion of such approved leave. The Administrator may determine in its sole discretion whether any other approved leave shall constitute Active Service hereunder.

“Advent” means Advent International Corporation.

“Advent Cash Amounts” means, as of a given Measurement Date, without duplication, the sum of the following: (i) the amount of cash proceeds received by the Advent Group as consideration for a sale or other disposition of, any Advent Investments; and (ii) the amount of cash dividends and other cash distributions received by the Advent Group with respect to any Advent Investments. Notwithstanding anything to the contrary, the following shall be excluded from the calculation of “Advent Cash Amounts”: reimbursements paid to the Advent Group for costs or expenses, management, consulting, advisory, transaction or similar fees paid to the Advent Group or indemnification payments made to the Advent Group.

“Advent Group” means Advent and its Affiliates.

“Advent Investment Amount” means (without duplication) all Capital Contributions made by the Advent Group and all other cash amounts invested by the Advent Group, directly or indirectly, in the Company, whether before, at or after the Date of Grant.

“Advent Investments” means, without duplication, the PubCo Shares held, directly or indirectly, by the Advent Group and any other investment included in the definition of Advent Investment Amount.

“Affiliate” means, as to any individual or entity, any other individual and/or entity at that, directly or indirectly, controls, is controlled by, or is under common control with such individual and/or entity. For this purpose, the term “control” (including its correlative meanings “controlled by” and “under common control with”) shall mean the possession, directly or indirectly, of the power to direct or cause the direction of the management or policies of any individual and/or entity, whether through the ownership of securities or partnership or other ownership interests, by contract or other agreement, or otherwise.

“Capital Contribution” means, with respect to the Advent Group, the amount of money or value of property contributed, directly or indirectly, to the Company (as determined by the Administrator in accordance with the terms hereof) by the Advent Group at such time with respect to the PubCo Shares or any other equity interests of the Company held by the Advent Group.

“Change in Control” means the first to occur of any of the following events: means the first to occur of any of the following events:

an event in which any “person” as such term is used in Sections 13(d) and 14(d) of the Securities Exchange Act of 1934 (the “1934 Act”) (other than (A) the Company, (B) any subsidiary of the Company, (C) any trustee or other fiduciary holding securities under an employee benefit plan of the Company or of any subsidiary of the Company, and (D) any company owned, directly or indirectly, by the shareholders of the Company in substantially the same proportions as their ownership of shares of the Company), is or becomes the “beneficial owner” (as defined in Section

the consummation of the merger or consolidation of the Company with any other company, other than (A) a merger or consolidation which would result in the voting securities of the Company outstanding immediately prior thereto continuing to represent (either by remaining outstanding or by being converted into voting securities of the surviving entity), in combination with the ownership of any trustee or other fiduciary holding securities under an employee benefit plan of the Company or any subsidiary of the Company, at least 50% of the combined voting power of the voting securities of the Company or such surviving entity outstanding immediately after such merger or consolidation and (B) a merger or consolidation effected to implement a recapitalization of the Company (or similar transaction) after which no “person” “beneficially owns” (with the determination of such “beneficial ownership” on the same basis as set forth in clause (i) of this definition) securities of the Company or the surviving entity of such merger or consolidation representing more than [50]% of the combined voting power of the securities of the Company or the surviving entity of such merger or consolidation;

if during any period of twelve months, individuals who, at the beginning of such period, are members of the Board (the “Incumbent Board”) cease for any reason to constitute at least a majority of the members of the Board; provided, however, that if the appointment or election (or nomination for election) of any new Board member subsequent to the Date of Adoption was approved or recommended by a majority vote of the members of the Incumbent Board then still in office, such new member will, for purposes of this Agreement, be considered as a member of the Incumbent Board; or

the complete liquidation of the Company or the sale or disposition by the Company of all or substantially all of the Company’s assets.

“Covenant Breach” means a breach of any non-competition, non-solicitation, nondisparagement or confidentiality obligations in any agreement entered into by and between the Manager and the Company or one of its Subsidiaries, including the Employment Agreement.

“Employment Agreement” means the Employment Agreement by and between Nielsen Consumer LLC and the Manager, dated February 12, 2025.

“Good Leaver Termination” means a Termination of Service: (i) by the Company or applicable Subsidiary without Cause or (ii) by the Manager for Good Reason. For the avoidance of doubt, a Good Leaver Termination shall not include a Termination of Service: (A) by the Company or applicable Subsidiary for Cause or when grounds for Cause exist, (B) as a result of a Covenant Breach or (C) due to death or Disability.

“Good Reason” shall have the meaning given to such term in the Employment Agreement.

“Measurement Date” means any date upon which Advent Cash Amounts are received by the Advent Group.

“MOIC” means as of any Measurement Date, the quotient obtained by dividing (i) the Advent Cash Amounts by (ii) the Advent Investment Amount.

“Non-Cash Proceeds” means all non-cash property and securities, as of any Measurement Date, received by the Advent Group, and shall include the right to receive contingent or deferred consideration (e.g. pursuant to an escrow arrangement, an “earn-out”, holdback or purchase price adjustment), in each case, with respect to the Advent Investments or of the Company.

“PubCo Shares” means ordinary shares of the Company.

“Termination of Service” means the Manager’s cessation of Active Service for any reason.

“Tranche 2 Vesting Percentage” means: [Omitted.]

“Tranche 3 Vesting Percentage” means: [Omitted.]

“Tranche 4 Vesting Percentage” means: [Omitted.]

Vesting. [Omitted.]

[Reserved.]

Risk of Forfeiture; Recovery of Compensation.

Subject to Sections 3(d) and 3(e) above, if the Manager’s Active Service ceases for any reason, any then outstanding Restricted Shares acquired by the Participant hereunder will be automatically and immediately forfeited. The Participant hereby (a) appoints the Company as the Participant’s attorney-in-fact to take such actions as may be necessary or appropriate to effectuate a transfer of the legal title of any such shares that are unvested and forfeited hereunder, (b) agrees to deliver to the Company, as a precondition to the issuance of any certificate or certificates with respect to Restricted Shares hereunder or the entry of the Participant or the Manager’s name (or the name of their nominee) in the Company’s Register of Members in respect of Shares, one or more share powers, endorsed in blank, with respect to such shares, and (c) agrees to sign such other powers and take such other actions as the Company may reasonably request to accomplish the transfer or forfeiture of any Restricted Shares that is forfeited hereunder. Any transfer or forfeiture of Shares under this section shall constitute an acquisition by the Company for no consideration and cancellation in accordance with, respectively, Section 102(1)(a) and Section 106 of the Companies Act 2014 of Ireland.

The Administrator may cancel, rescind, withhold or otherwise limit or restrict this Award at any time if the Participant or the Manager is not in compliance with all applicable provisions of this Agreement and the Plan. By accepting, or being deemed to have accepted, the Award, the Participant and the Manager expressly acknowledge and agree that the Participant’s rights, and those of any permitted transferee of the Shares, under this Agreement, including the right to any Shares acquired under this Award or proceeds from the disposition thereof, are subject to Section 6(a)(5) of the Plan (including any successor provision). The Participant and the Manager further agree to be bound by the terms of any clawback or recoupment policy of the Company that applies to incentive compensation that includes awards such as this Award.

The Participant and the Manager expressly acknowledges that the award or vesting of the Restricted Shares acquired hereunder, and the payment of dividends with respect to such shares, may give rise to emoluments, “wages” or a benefit in kind which would be subject to withholding taxes in respect of income taxes, social security contributions and / or other payroll taxes. The Participant and the Manager expressly acknowledges and agrees that the Participant’s rights hereunder are subject to the Participant or the Manager promptly remitting to the Company in cash or by check (or by such other means as may be acceptable to the Administrator) an amount sufficient to satisfy all taxes required to be withheld in connection with such award, vesting or payment. The Participant and the Manager authorize the Company and its subsidiaries to withhold any amounts due in respect of any required tax withholdings or payments from any amounts otherwise owed to the Participant or the Manager, but nothing in this sentence may be construed as relieving the Participant or the Manager of any liability for satisfying the Participant’s or the Manager’s obligation under the preceding provisions of this Section.

Within thirty (30) days from the Date of Grant, the each of the Participant and the Manager shall execute and file with the Internal Revenue Service an election under Section 83(b) of the Code with respect to the grant of Shares under this Agreement substantially in the form attached hereto as Exhibit A, and the Participant and the Manager shall each provide the Company with a copy of such executed and filed election promptly thereafter.

The grant of Restricted Shares is considered a one-time benefit and does not create a contractual or other right to receive any other award under the Plan, benefits in lieu of such awards or any other benefits in the future.

The Plan is a voluntary program of the Company and future awards, if any, will be at the sole discretion of the Company, including, but not limited to, the timing of any award, the amount of any award, vesting provisions and purchase price, if any.

The value of the Restricted Shares is an extraordinary item of compensation outside of the scope of the Participant’s employment. As such, the Restricted Shares are not part of normal or expected compensation for purposes of calculating any severance, resignation, redundancy, end of service payments, bonuses, long-term service awards, pension or retirement benefits or similar payments.

The Participant authorizes the Company to use and disclose to any agent administering the Plan or providing recordkeeping services with respect to the Plan such information and data as the Company shall request in order to facilitate the grant of the Restricted Shares, the administration of the Restricted Shares and the administration of the Plan, and the Participant waives any data privacy rights the Participant may have with respect to such information or the sharing of such information.

This Agreement may be executed in two or more counterparts, each of which will be an original and all of which together will constitute one and the same instrument, (ii) this Agreement may be executed and exchanged using facsimile, portable document format (PDF) or electronic signature, which, in each case, will constitute an original signature for all purposes hereunder, and (iii) such signature by the Company will be binding against the Company and will create a legally binding agreement when this Agreement is countersigned by the Participant.