1

The ProofThe business case for newspaper advertising as part of the media mix

2

This is the second time we’ve worked in partnership with the NMA using CrossMedia™ to assess our campaigns.

The findings clearly show the long-term benefits of brand advertising in national newspapers and demonstrate the valuable role newspapers can play in integrated multi-media campaigns.

Ian Robinson

Senior Campaign Manager,

E.ON

CrossMedia™ findings from the first study helped us clarify the role of each channel, enabling us to maximise the impact of the campaign.

This second set of results confirmed the positive impact newspapers have on an integrated multichannel campaign.

Matt Weller

Manager, MediaCom

E.onThe client’s view

3

Newspapers continue to play a pivotal role in E.ON’s Energy Fit campaign, proving their ability to build brands long-term

Previously, in case study 1

Autumn 2009Newspapers are the lead medium, boosting awareness, engagement and purchase intent. Especially among opinion formers.

Summer 2010Newspapers’ ROI proven.

They deliver significant, cost-effective brand health shifts – both in their own right and via synergies with TV.

In this second case study…

Autumn/Winter 2010 During an extreme winter, when fuel costs and price rises are top of mind with householders, national newspapers continue to make a significant brand-building contribution.

The most cost-efficient medium for brand-building among customers.

More cost-efficient than TV, outdoor and online for brand-building among non-customers.

E.onHeadline results

4

E.onHeadline results

Newspapers were the strongest and most cost-effective medium for driving E.ON customer retention measures

Newspapers accounted for 15% of spend and delivered…

45% of uplift in customer recommendation

32% of uplift in customer future consideration

5

E.onHeadline results

Newspapers played a multi-faceted role in the drive to recruit non-customers

Among non-customers, newspapers accounted for…

6

E.onWinter 2010 creative work

Newspaper & magazine creative

7

E.onWinter 2010 creative work

TV creative Outdoor/transport creative

Digital newspaper creative

8

E.onCreative work

Strong creative impact leads to high recognition

Long copy Mice Any newspaper ad

38

Millward Brown print norm (326 Ads)

46

20

58

Newspaper ad recognition

% recognising

9

The FindingsBrand response

10

E.onNewspapers drive customer loyalty measures harder than any other medium

% of total campaign effect accounted for by medium

Customer consideration/recommendation

Note: Outdoor/Transport = 22% of spend but no uplift

6

39

26

16

13

%

Newspapers

Magazines

TV

Radio

Online

E.onNewspapers drive E.ON customer loyalty measures harder than any other medium

11

315

32

13

22

16

Share of spend

Outdoor: no effect

%

6

39

26

16

13

Share of uplift in customer consideration/recommendation

%

Newspapers

Magazines

TV

Radio

Outdoor

Newspapers

Magazines

TV

Radio

Online

Online

12

E.onNewspapers’ impact 2 ½ times greater than share of ad spend

15

Share of spend

%

39

Share of campaign effect

E.ON customers

%

Newspapers Newspapers

13

E.onNewspapers also encourage increased recommendation

48

16

18

18

Share of spend*

*Digital newspapers excluded as reach too low

%

20

28

17

36

Share of uplift in “definitely recommend” Ford

%

Newspapers

TV

Radio

Outdoor

Newspapers

TV

Radio

Outdoor

14

E.onNewspapers are the cheapest medium for driving customer measures

Newspapers Magazines Radio

£0.585

Online

Cost of 1% uplift across E.ON customer retention measures

£m

NB Transport/outdoor spend was £1.08m but ROI not calculated as no effect on key measures due to timing/creative

£0.770

£1.305

£1.924£2.039

TV

15

E.onNewspapers deliver big effects at low cost

Cost efficiency versus uplift

E.ON customers

Cos

t of 1

% u

plift

Size of uplift

0

Newspapers

TV

Radio

Online

Magazines

Note: Outdoor/transport = no uplift

16

E.onAll media contributed in some way to build brand health uplifts among non-customers

Contribution to change in key measures that drive recruitment

Non -customers

Influ

en

ce s

tre

ng

th

TV Newspapers Online(inc NP) Radio Magazines

Recommendation 17% Consideration 10% Helping customers 15% Awareness - - - -

Corporate vision 21% -

17

E.onNewspapers more cost-effective than TV among non-customers

NewspapersMagazines Radio

£0.107

Online

Cost of 1% uplift across E.ON brand measures

Non-customers £000s

£0.683

£1.530

£2.224

£5.572

TV

Caution low spend

18

E.onNewspaper ads engage readers powerfully

Newspaper involvement diagnostics

MB UK Norm

Mice ads

Long copy ads

19

E.onNewspapers create strong emotional identification with E.ON

especially with Mice ads

Advertising measures – Emotional connection

Helps me connect and identify more strongly

Top 2 Box %*

*Agree strongly/slightly

Newspaper Long copy ad

TV Newspaper Mice ads

TV + any NP

53

81

73 73

20

E.onEmotional response builds with exposure to multiple executions

Advertising measures – Emotional connection

Helps me connect and identify more strongly

Top 2 Box %*

1 Newspaper ad

56

7683

2 Newspaper ads 3 Newspaper ads

21

E.onLong copy ads prompt re-appraisal

Advertising measures – Re-appraisal

Surprising and gets me to think differently

Top 2 Box %

Newspaper Long copy ad

TV Newspaper Mice ads

TV + any NP

47

60

7177

22

E.onNewspapers prompt high call to action

Advertising measures – Call to action

Gives me a reason to go out and choose

Top 2 Box %

Newspaper Long copy ad

TV Newspaper Mice ads

TV + any NP

38

57

7166

23

E.onCall to action builds with exposure to multiple executions

Advertising measures – Call to action

Gives me a reason to go out and choose

Top 2 Box %

1 Newspaper ad

50

70

76

2 Newspaper ads 3 Newspaper ads

24

E.onThe media rationale

25

E.onE.ON built on success of summer 2010 campaign

21

Newspapers share of spend

%

31

Newspapers share of campaign effect

E.ON customers

%

Newspapers Newspapers

26

E.onNewspapers deliver mass reach and complement TV’s viewing profile

Newspaper audience delivery indexed against commercial TV

Source : BARB Jan – Jun 2011 / NRS Jan – Jun 2011

ABMen 16-24 C1

125114

190

115

152

London

TV Profile % 42.4 10.3 14.2 24.0 16.3

NPs Profile % 53.0 11.7 27.0 27.5 24.8

27

E.onTest detail

28

To quantify the effects of individual communications channels in a multi-media campaign for the E.ON brand.

To establish the efficiency of each medium in building brand measures – what is the return on investment?

To understand the longer-term brand building role for newspapers

E.onTest Objectives

29

E.onTest detail

Media Plan

Oct 10 Nov 10 Dec 10 £m

MediaTarget audience:ABC1C2 Families

Newspapers 0.7

TV 1.6

Radio 0.6

Outdoor inc. Transport 1.1

Online (inc. NP) 0.8

Magazines 0.1

Research DatesMillward Brown

CrossMedia™

Sample: 2000 decision makers about energy suppliers, ABC1C2 families.

Media Source: NMR/BARB/NRS Source : BARB Jul - Dec 2010/ NRS Jul – Dec 2010

426 GRPs

929 TVRs

During/PostPre

940 TVRs

91 GRPs