february 2012 newspaper creative benchmark report channel ten

February 2012

Newspaper Creative Benchmark Report Channel Ten

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works.

A monthly study designed;

•To measure and identify the effectiveness of newspaper creative

•To help improve understanding of how to use newspapers effectively

•To improve the understanding of the roles newspaper advertising can play

•To improve the standard of newspaper creative

•To provide a consistent metric that is accepted as the industry standard

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

The Newspaper Works’ effectiveness partner:

Recognised industry measures +

Newspaper measures

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Ad Recognition

Brand Linkage

Message Comprehension

Brand Equity Impact

Role Map

Action Map

Newspaper Creative Diagnostics

• This ad was one of three shown to respondents

• Sample: Australians 16+

• Sample size: 99

• Test market: Sydney

• Fieldwork: 5th-12th February 2012

• Conducted online by Ipsos MediaCT

• Benchmarks used: Newspaper Norms (see appendix for details)

Branded Newspaper Benchmarks

Newspaper Norm

This ad has achieved mostly positive results from Creative Diagnostics, with the highest results going to ‘Makes it easy to see what is on offer’ showing the information is

presented in an easily digestible and appreciated format.

Brand linkage was very strong and the ad generated Interest at levels significantly above Newspaper Norms.

Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research

Brand linkage n= 17

Branding removed

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

+13

Respondents found the ad helped their understanding of Ten, and was significantly appropriate/relevant to them.

Significantly different to Newspaper Norm at 90% c.l.

+25

Newspaper Norm

+15

50% of respondents were generally correct in their message associations with a further 45% able to mention

some elements of the key messages.

What did the respondents say about the ad?

It was good to get a visual impression of what is on TV rather

than just a listing

The colouring and photos of shows I know make me know its TEN, but I

really only look at the details for the shows I've already watched. It's a

reminder that the show I want is on tonight.

Made the shows look new and interesting

It is better than other ads and successfully displays what

channel 10 has to offer on a Sunday night.

Shows a strong line up / return to strenthGood visuals

Great information

It gives the distinct impression that Channel 10 is moving back to the

way it used to be, a leading channel.

I caught an episode of one of the shows last year -

Modern Family - which I really liked and I wondered

when it was coming back on.

It makes me excited about all the shows

rather than just one in general so I'm more likely

to stay watching that channel all night

The word cloud shows a strong connection to Sunday night TV programmes

This ad does a great job in Extension to the on air promotions (as you would expect), delivers significant levels of Information, and increases the Affinity respondents feel for Ten (which

helps with consideration and attachment).

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

ActionMap results show significantly high intentions for tuning into Ten and trialling the programmes being promoted. There is also a strong intention to ‘Remember for Later’ which helps in overall brand

equity scores. Considering these programmes were up against a major Tennis event on Channel 7 (Tomic v Federer, Aus Open), the 6.30-9.30 timezone performed well for Ten, with 4 of the Top Ten highest

rating shows for the evening and with over 1M viewers each (excluding The Project)

Significantly different to Newspaper Norm at 90% c.l.

Newspaper Norm

• This ad from Ten is a good example of how other media channels can harness the power of Newspapers to drive Interest and intention, ultimately leading to increased audiences.

• The ad successfully drove good feelings about the brand and the promoted programmes with significant scores for Affinity and delivery of relevant Information.

• ActionMap intentions to trial new programmes or switch to Ten were significantly high.

• Respondent verbatims were highly positive towards this strategy from Ten with many respondents using the words ‘excited’ or ‘interested’.

• Comparing with other ads we’ve tested since 2008, this ad is #2 at achieving high Affinity scores, and #1 for successful delivery of Information within the Entertainment and Leisure category.

Comparison with other ads

Comparing with other ‘Entertainment’ ads

February 2012

November 2009August 2009 April 2010

December 2010 February 2011

Platform or programme?

The RoleMap results for the Foxtel subscription ads demonstrate they are well targeted, delivering well on Extension and achieving some Affinity and Reappraisal above Norms. The Ten, programme

promotion ad drives much stronger levels of Affinity and delivers more relevant Information.

Pay or FTA?

Comparing the ActionMap results of Foxtel’s Foxmas campaign (Dec 2010) and the current programme led ad from Ten, shows a significant difference in likely actions off the back of the

advertising. The Ten ad is significantly more effective at generating interest and audience intentions.

“This ad give me a good feeling about the brand/product”

Entertainment and Leisure: Affinity

Compared to other ads in the Entertainment and Leisure category, The ‘Sunday’ ad from Ten is #2 at generating respondent Affinity

“This ad gives me good information about the brand/product”

Entertainment and Leisure: Information

Compared to other ads in the Entertainment and Leisure category, The ‘Sunday’ ad from Ten is #1 at successfully communicating Information

Top Performers on Rolemap

6.2x Higher than

norm

5x Higher than

norm

2.4x Higher than

norm

2.9x Higher than

norm

8.0x Higher than

norm

3.8x Higher than

norm

All newspaper norm. December 2011 (Updated monthly)

• Established in 2006 by the major Australian newspaper publishers:– News Limited

– Fairfax Media (including Rural Press)

– APN News and Media

– West Australian Newspapers

• Represents paid national, metropolitan, regional and community titles.

• Primary aims:– To promote newspapers as a powerful medium for advertisers

– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

Creation of All Newspaper norms

• Testing of randomly selected newspaper display ads• 5,100 ad observations in total• 40 test ads, 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737

Newspapers are a powerful medium to utilise across a broad range of strategic roles.

Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.

Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.

Retail average

Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action.

Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires.

Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad.

New measure introduced in March 2010, norm not yet available.

Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.

Retail averageStatements are tailored to be appropriate to the advertising category.