lumen black friday report 2015
TRANSCRIPT
Black Friday 2015
© Lumen Research Ltd 2015
Executive Summary
Now that Black Friday is officially ‘a thing’, Black Friday ads get more attention than ever in the paper
Ads featuring Black Friday got 41% more attention than the average in 2015
This is an even bigger uplift than we saw last year (+30%) suggesting that people are using the newspaper as a catalogue for Black Friday deals
Big, bold DPS’s work well, especially if you go early
Debenhams’ DPS got a stonking 9.9 seconds attention – three times more than the average – as people pored over the various offers
We saw similar behaviour last year, when Tesco ‘won’ Black Friday
This level of engagement is highly unusual. Most of the time, effective press advertising has more in common with posters than it does with the Argos catalogue. But when Black Friday comes around, that logic is turned on its head..
© Lumen Research Ltd 2015
Methodology
80* Nat. Rep. respondents read the first 34 pages of 27/11/2015 edition of The Metro
31 ads featured in the extract
Engagement with the ads and brand recall have been analysed
*3 Participants invalidated due to poor ET results
© Lumen Research Ltd 2015
Engagement was 41% higher for Black Friday ads
In 2014, engagement was 30% above norm with Black Friday ads in The Sun
Increased engagement with the 2015 Black Friday ads was found
Engagement with Black Friday ads in 2015 were 41% above norm
Even non-Black Friday ads saw a small uplift in engagement
Black Friday Other Ads0%
10%20%30%40%50%
30%
1%
41%
14%
% increase from engagement norm
2014 2015
Black Friday Other Ads0
0.20.40.60.8
11.21.4
0.7
0.0
1.2
0.3
Engagement difference from norm (seconds)
2014 2015
© Lumen Research Ltd 2015
Many brands that advertised Black Friday had higher engagement
Debenhams’ performance was the most impressive, engaging readers for 6.8 seconds longer than we would expect for an ad of that format in that location in the paper
BT, John Lewis and EE also achieved higher engagement figures than expected
M&SH&M EE
John L
ewis
Currys
PC Worl
d BT
Deben
hams
0.0
2.0
4.0
6.0
8.0
0.6 0.6 0.8 0.9 1.0 1.0
6.8
Difference from norm for engagement (seconds)
Uplif
t in
enga
gem
ent f
rom
no
rm (s
econ
ds)
M&SH&M EE
John L
ewis
Currys
PC W
orld BT
Deben
hams
0%10%20%30%40%50%60%70%80%
26% 21%31% 26% 30%
39%
68%
% increase from norm for engagementUp
lift i
n en
gage
men
t fro
m
norm
(sec
onds
)
© Lumen Research Ltd 2015
DPS catalogue style ads have performed well 2 years in a row
4.0” 9.9”
2014 2015
© Lumen Research Ltd 2015
Telecoms are also among the top engaged with and recalled
Black Friday is not just about the retailers
Telecoms are also getting their share of attention
Aggregate Engagement
2.6”
Engagement
2.5”
Aggregate Engagement
3.7”
Currys PC World - Full Page & Half Page, p18 & 28
BT - 10x7, p7
Carphone Warehouse - Cover wrap
© Lumen Research Ltd 2015
Higher engagement leads to better recall
Black Friday ads dominated the paper, and were better recalled than the other, non-Black Friday ads
DFSSuperdrug
TalkTalkVirgin MediaLaura Ashley
BTGame
H. SamuelHMVSKY
WaitroseBoots
EEAsda
John LewisH&M
House of FraserThe Hunger Games - Mocking Jay Pt 2
M&SHugo Boss
Currys PC WorldDebenhams
Carphone Warehouse
0% 10%20%30%40%50%60%10%11%11%13%15%16%16%18%18%18%18%19%
24%28%29%30%32%34%35%37%38%
46%51%
3%3%1%
6%4%4%
1%3%
11%6%
11%14%14%13%
20%19%
5%0%
30%6%
18%23%
34%
Black Friday ads were more likely to be recalled
Spontaneous Prompted Black Friday ads
Black Friday Other ads0%5%
10%15%20%25%30% 28%
20%14%
5%
Black Friday ads had higher recall
Prompted Spontaneous
Contact details
Mike Follett Mike.Follett@lumen-
research.com 07920 197 252
© Lumen Research Ltd 2013
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