Base sales are considered key measures of the health of the business.
Drivers of base sales are distribution, regular price, advertising, consumer promotions, competition, and consumer trends.
As the inverse of Incremental Volume, it captures everything other than shelf price reductions, secondary displays, and retailer feature ads.
It is calculated as a rolling average of past non-promoted weeks.
Nielsen/IRI takes past data points for an individual UPC in an individual store, pulls out all the weeks with trade merchandising, and smooths the remaining weeks to come up with an estimate of current expected sales without trade promotion.
