newsbrands and finance

1

Newsbrands and finance

Newsbrands have a wealthy audience…

They reach

85%of ABC1s every month…

And 90% of people earning over

£70K

It’s no wonder that their readers are so financially

active…

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Newsbrand readers are into financial news…Newsbrands reach 9m people interested in finance news every day

Newsbrand is print and online. Source: NRS PADD Apr 2013 - Mar 2014 + comScore Mar 2014

Daily newsbrand readers are 29% more likely than average to be interested in personal finance or business news

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…and they’re into financial advertising

Daily print readers are 26% more likely to be interested in financial advertising

Index vs all adults. Source: GB TGI Clickstream 2014 Q1

Newsbrand readers know more about finance…

82% Of people who say they have a large amount of knowledge about financial

services are newsbrand readers

Source: GB TGI Clickstream 2014 Q1

…And influence other people’s financial decisions

78% Of people who are very likely to convince others about financial services are newsbrand readers


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Newsbrand readers lookto ads for information…

Weekly readers of newsbrands in print or on a desktop/laptop.Source: IPA TouchPoints 5

18% more likely to agree that advertisements are a helpful source of information for a small purchase of £20 or less

£20

…young newsbrand readers tooMore likely to say that advertising was the most or second most important factor in choosing their credit card


Of daily newspaper readers aged 18-34

6.0% 3.6% Of all 18-34

year olds

They are 24% more likely to visit financial websites…

86% of newsbrand readers visit business and finance websites each month

Source: comScore April 2014

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…and are more likely to keep track of their finances online

Based on all internet users in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5

+83%

use the internet to pay bills online

use the internet for checking their stocks

or shares

visit personal finance websites

Online newsbrand readers are more likely to…

+33% +33%

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Younger readers are also more likely to be financially active…

Based on all internet users, via laptop/desktop aged 18-34, in the last week. Frequency of financial transaction is at least weekly.Source: IPA TouchPoints 5

+80%

Young online newsbrand readers are more likely to…

+25% +20%

use the internet to pay bills online

use the internet for checking their stocks

or shares

visit personal finance websites

Young online newsbrand readers are planning some major financial investments

Index versus weekly internet users aged 18-34Source: IPA TouchPoints 5

Buy a house/flat 123

Take out a new mortgage 121

Take out Investments/Increase savings 116

Spend over £2000 on home improvements 114

Plans in the next 12 months…

Newsbrand readers are big spenders

of people who spend over £1250 on their credit card each month read a newsbrand

82%


They are 14% more likely to do so

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And newspaper readers are bigger investors

Newspapers Internet TV Women's Magazines

Commercial Radio

£30,368

£27,386 £27,108

£23,384£21,389

Average value of savings and investmentsHeavy users


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Newspaper readers also use a wide range of financial products

Newspapers Internet Radio TV Women's Magazines

119

103 103

95

90

113

98

94

87

83

110

101 102

97

106

Stocks and Shares

Premium Bonds

ISAs

Heavy users index vs UK average


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Online newsbrand readers use the biggest banking brandsIndex vs average internet user

122136

136

120

126

118

Visited in the last 7 days. Source: GB TGI Clickstream 2014 Q1

140

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A more active and engaged audience

42% more likely to visit the site at home

32% longer on the site

42% more page views 2x more likely to visit 11 or more times

Monthly vs average internet user. Uses metered data – measures home access only. Source: GB TGI Clickstream 2014 Q1

Comparison sites

Online newsbrand readers are comparison fans

Confused.com132

MoneySuperMarket.com132

CompareTheMarket.com130

GoCompare.com113

Source: comScore February 2014

Mobile newsbrand readers are particularly likely to compare prices

Confused.com196

MoneySuperMarket.com258

CompareTheMarket.com232 GoCompare.com

226

Source: comScore GSMA February 2014

Case Studies

26

AXA

• In 2012, AXA faced some major challenges: awareness of their full product range was low, it faced stiff competition from more famous brands and the recession was ongoing

• AXA needed to create a unified, differentiated and more emotionally engaging brand image as well as promoting its individual products

• The study showed that newspapers were the most cost-efficient medium for building AXA’s overall brand values and creating awareness of their three core business strands – health insurance, investment and motor insurance

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Newspapers had the greatest impact on AXA brand measures among the core target

Newspapers

TV

Outdoor Rail

54%

25%

21%

Share of spend

17%

57%

26%

Share of uplift in AXA key brand measures - Successful Securities core target(awareness, consideration, image)

Source: Millward Brown CrossMedia™

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Newspapers were pivotal tomulti-media campaign performance

0% 50% 100% 150% 200% 250% 300%

% Campaign spend

Impa

ct o

n A

XA k

ey m

easu

res

SimulatedActual

Newspapers, TV and Outdoor Rail

Newspapers and TV

TV and Outdoor Rail

TV

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Newspapers were lowest cost medium for driving AXA brand KPIs

£2.60

£19.37

£4.78

Cost of 1% uplift in AXA brand measures - Successful Securities core target (awareness, consideration, image)£m

Newspapers Outdoor RailTV

Source: Millward Brown CrossMedia™

MoneySuperMarket

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MoneySuperMarket

MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities.

MoneySuperMarket.com undertook two large-scale regional tests – in Scotland and in England & Wales – in order to isolate the effects of adding newsbrands to their media plan across print, online and tablet formats

The brand tracker showed that exposure to newspaper advertising improved brand perceptions; delivered strong improvements in preference and differentiation; and had a halo effect on a wider range of products

Newsbrands drive brand differentiation and preference

% difference in change of perceptions of the brand.Newspaper readers vs all sample

Saves me lots of money

Their advertising makes me think better of them

than I used to

Is the first site I would go in future when looking for

savings and borrowing products

Are better than other comparison websites

SCOTLAND

Source: MoneySuperMarket.com

% difference in change of perceptions of the brand.Newspaper readers vs all sample

Offer a broad range of savings and

borrowing products

Saves me lots of money

Is the first site I would go in future when looking for

insurance products

Are better than other comparison websites

Newsbrands drive brand differentiation and preferenceENGLAND & WALES


Newsbrand advertising saw an increase in claimed recent visits by 18-34s

Source: MoneySuperMarket.com tracking

Average increase in web visits for money products

in England and Wales

Newsbrands successfully increased visitor traffic for a wider range of products


All newsbrand platforms were effective at increasing visits

0.33% 0.12% 0.24%

PRINT ONLINE TABLET

Site visits generated

Source: MoneySuperMarket.com model

Newsbrands’ ROI keeps on growing


Conclusions

Newsbrands have a wealthy audience who invest their time and money in the financial sector

Readers are more interested in, and more influenced by, financial advertising

Newspapers were the most powerful medium for improving AXA brand measures, and newsbrand platforms were very effective at driving visits to MoneySuperMarket.com

Newsbrand readers invest in a wide range of financial products and services

newsbrands and finance

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