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Newspapers prompt actionSummary of effectiveness test findings
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Newsbrands drive sales
Every day newspapers feature 100s of pages of fresh editorial reflecting the day’s news as well as constant coverage online.
Millions of readers turn to newsbrands to get a take on events
22m readership per day (44% of adults)
36m readership per week (71% of adults)
Mass reach builds faster and more cost-efficiently than other media
Source: NRS Accumulation Study
Newspapers offer unique and powerful form of consumer engagement
Newsbrands command active attention and involvement – they prompt both rational & emotional engagement
Readers enjoy a strong personal connection with their paper
‘Newsworthiness’ of editorial and immediacy of medium = obvious home for topical ads and prompting actions or a response
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Newsbrands prompt action
Advertisers recognise the potency of newspapers to drive sales Retailers use the medium as a shop window on a daily basis
Proven sales effect every time 23 sales uplifts across 23 Newsworks effectiveness case studiesIndependent sales analysis from dunnhumby & TNS Worldpanel
Immediate 7% sales upliftNewspapers deliver sustained sales uplift post campaign Higher frequency delivers higher sales uplift Newspapers drive penetration
Source: dunnhumbyNewspapers stronger than TV at stimulating full price sales (rather
than promoted)Source: TNS Worldpanel
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Newspapers drive sales - major brands tested
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Adding newspapers produces 7.0% immediate sales increase
Source: dunnhumby based on 18 brands
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7.0
1.73.9 3.9 4.2 4.7 5.1
6.98.3
10.5
20.5
2.3 2.6
11.5
3.7
8.8
12.8
3
11.0
6
6.9% Brand penetration increase
Source: dunnhumby, based on 14 brands
* Hovis only measured 6 weeks post campaign
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se
6.9
1.3
4.76.1 6.1 6.7 6.8
10
16.217
2.3 2.7
12
5.1
7
Newspapers sustain sales increases
Source: dunnhumby based on 13 brands
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5.2
1.93 3.5 3.9
5.17.6 8.4
19.4
1.2
4.15.8
2.9 3.71.9
% sales increase driven by newspapers - 12 weeks post campaign
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11.7% higher sales at 3OTS during campaign
Source: dunnhumby based on 11 brands
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11.7
5.7 6.98.6
11
2.5
16.1
6.38.3
27
1719.2
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Sales are important but so is margin
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Kraft Philadelphia case study
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NPs helped protect margins by delivering full price sales
Source: TNS
Philadelphia’s incremental sales by medium during the Newsworks effectiveness study% sales, normal price vs. on promotion
Mar/Apr 2006 Aug/Sep 2007 Mar/Apr 2006 Aug/Sep 2007
68 66
38
32 34
62
100
Normal price On promotionNewspaper solus TV solus
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National newspapers prompt action – they drive web traffic & trial
Newspapers prompt web traffic 9 Newsworks effectiveness case studies = 9 significant web traffic uplifts Between 31% and 5292% uplift! Across Motors, Finance and FMCG categories Drive high-worth traffic; web analytics demonstrates that visits generated by
newspapers ads spend more time on client websites than average user and more likely to request test drives/download brochure requests- Source: Sophus3
Newspapers prompt trial Newspapers generated 20,000 sample requests for Listerine Citrus in just 2 weeks Samples requests were generated via website URL
- Source: TNS Worldpanel
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Newspapers drive web traffic - Major brands tested
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Toyota Auris: Newspapers deliver high worth traffic
Source: Sophus3
Newspaper Advertising effect on Website Visitors % taking further action
4.78
1.09 0.85
Newspapers – print versions Online newspapers
7.02
Test drive requestBrochure request
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Abbey: Longer dwell time for newspaper readers
Source: Sophus3
Newspaper advertising effect on dwell time and page views% increase vs. all visitors
3
4
2
3
+19% +44%
All visitors
Visitors fromNP pages
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Corsodyl: newsbrands drive more traffic than TV
Source: Sophus3
Comparison of web trafficNewsbrands (print & online) v. TV% difference
Unique visitors Page views
+31%
+27%