pg 1 newspapers’ impact study adding a ‘wow’ kick start to magazine campaigns date: march 2011...

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Newspapers’ Impact Study Adding a ‘wow’ kick start to magazine campaigns

Date: March 2011 (Ads tested December 2010)

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Newspapers have the wow factor to kick-start campaigns

Advertising in national newspapers is a great way to launch a campaign to connect with women. New NMA research amongst 445 women has shown that advertisers' messages to women have a powerful impact in newspapers. And that those ads stick in women's minds. Both effects are stronger in national newspapers than in the women's magazines on which many female-targeted brands focus their campaigns. The research also found that women put a very high value on reading their newspapers and are more likely to act on the advertising they see there. Newspapers offer a unique combination of:Mass reach: 11.9m women aged 16-60 read newspapers in an average week – 3.9m more than read a magazine.Engagement: newspaper advertising gets noticed in an environment where readers are on the lookout for ideas and information in a medium they trust to be well-informed and to be straight with them.Right-now delivery: 96% of newspaper readers read on the day of publication, compared to 20% for women's weeklies and 4% for women's lifestyle monthlies. That combination makes national newspapers the ideal medium to kick-start a campaign, launching the advertiser's message into the marketplace and ensuring that the campaign is highly visible from the outset.

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Research approach

All regular national newspaper readers: Quality readers: exposed to Cartier, Moët, J’adore Dior ads

Mid-market readers: exposed to Dolmio, Airwick, Galaxy, Purina ads

Popular /mid-market readers: exposed to Pringles, e.on, Hellmann’s, L’Oréal Revitalift ads

All also read women’s magazines nowadays: Weeklies readers : one cell exposed to Dolmio, Airwick, Galaxy, Purina ads and one cell exposed to

Pringles, e.on, Hellmann’s, L’Oréal Revitalift ads

Monthlies readers : exposed to Cartier, Moët, J’adore Dior ads

All main or joint household shoppers

Newspapers and magazines carrying relevant ads sent to respondents with instructions to attach Post-it notes to anything that stood out/captured attention (no mention of ad test or product category). Publications returned for analysis

Online follow up : media perceptions, ad awareness, category ad awareness, recognition & diagnostics

Ad Impact study - 11 ads in both newspapers & magazines : 445 Women aged 16-59

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Range of Publications and ads tested

In order to measure the impact of newspapers relative to magazines a broad range of adverts covering a wide cross section of advertising and publications was used.

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Creative tested: Quals & Monthly mags

Daily TelegraphFriday, December 3, 2010

Fractional, over two pagesPages 3 & 5

VogueDecember 2010

Double-page spreadPages 36 & 37

Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)

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TimesThursday, November 18, 2010

Full pagePage 15

VogueDecember 2010

Full pagePage 34


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VogueDecember 2010

Double-page SpreadPages 8 & 9

Full PagePage 9

Double-page spreadPages 50 & 51

Daily TelegraphFriday, December 3, 2010

Sunday TimesSunday, December 5, 2010



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Creative tested: Mids & Weekly mags

Daily MailMonday , November 22, 2010

Woman’s OwnNovember 15, 2010

Full PagePage 38

Full PagePage 26

Source: Kantar Media Dec10 (Women regular mid-market newspaper and weekly magazine readers 155)

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The Daily MailMonday , November 22, 2010


Full pagePage 24

Full page inside back cover

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The Evening StandardWednesday, November 10, 2010

Full PagePage 4

Full PagePage 28

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The Daily MailMonday , November 22, 2010


Full PagePage 22

FractionalPage 55

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Creative tested: Popular/mids & weekly magazines

The Mirror,Tuesday , November 23, 2010

Woman’s OwnDecember 6, 2010

FractionalPage 6

Full PagePage 44

Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)

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The Mirror,Friday, December 3, 2010

Woman,December 6, 2010

Full PagePage 36

Full PagePage 36

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The Mirror,Friday, December 3, 2010

Woman’s OwnDecember 6, 2010

Full PagePage 30

Full PagePage 66


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Double Page Spread Page 26 & 27

The Evening Standard Monday, November 29, 2010

Woman,December 6, 2010

Full PageBack cover


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Key metrics – Impact & Ad recognition

The women were first asked to read the papers and magazines as they would normally, and put a Post-it note on anything that caught their attention. At this stage they had been given no indication what categories the researchers were interested in, and advertising was not mentioned, they were simply highlighting anything that caught their attention.

The next stage was to ask women what advertising they had seen in the publications

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Newspaper ads achieve 25% higher standout

Marked test ads in newspapers with Post-it

Marked test ads in magazines with Post-it

Source: Kantar Media Dec10 (Women regular newspaper and magazine readers 445)

40%average

32%average

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Newspaper deliver 25% more impact

In the new research, an average of 40% of women marked the test ads in newspapers, against 32% in magazines. In follow-up qualitative research, women like to see advertising that is aimed at them in their newspapers. They often feel that newspaper ads are all about "men's stuff", like motors. Seeing ads for such high-interest products as cosmetics and toiletries was, they said, a pleasant surprise. Ads that speak to them are in tune with the significant female-targeted editorial – newspapers feature more fashion, lifestyle and celebrity coverage than ever before, especially in the high-status, high-interest, high-impact main newspaper. Women said ads in newspapers stood out more than in magazines because there were fewer of them – they spoke about feeling "swamped" by magazine ads, and said they seemed to "morph into each other"

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Newspaper ads gain 18% higher recognition

71% average recognition in newspapers

60% average recognition in magazine


+ 11% points

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Newspaper advertising sinks in deeper

The new NMA research found that ad recognition is stronger when the advertisement appears in a newspaper. Ad recognition averaged 71% in newspapers – 11% points above the magazines average – with a top score of 88% for the Dior ad in The Daily Telegraph. Ten of the 11 ads were recognised more strongly from newspapers than from magazines. And of course, as readership is significantly higher, this will have a considerable impact on response levels.

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“Love the perfume/colours used in this advert”

“This bottle caught my eye as did the writing”

“Distinctive advert, hard to ignore”

“An ad this size certainly stands out”“Very memorable advert”“Impossible to miss”

% of women marking ad with Post-it note

“Stunning advert for a top range perfume”

40% Double-page spread

65% Double-page spread

65% Full-page ad

Standout in newspapers higher than magazines

Telegraph

Sunday Times

Sunday Times

Telegraph

“I love this ad, makes me want to buy, classy”

“WOW!”“You can’t miss it, the model and her pose draw you in and the size of the print and product catch your eye”

“One of my favourite fragrances”

Source: Kantar Media/Quality Market Reading & Noting study,Dec10 (Women 142)

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“Right hand page is good – the first one I look at – Bold simple message”

“Striking photo” “Brilliant!” % of women marking ad with Post-it note

58%

27%

Comments written on Times Moët advert

“Expensive feel, classy, star quality”


“Appropriate for this time of year”“Can’t miss this one”

“Elegant and beautiful like the champagne”


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Telegraph/Times

Vogue

% recognising

Stronger recognition in newspapers than monthly...


Vogue VogueTimesTelegraph

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“Looks very appetising I might try this one”“This jacket potato looks absolutely delicious”“Love the picture makes me want to try out different recipes”

“Will look into the recipes online”


% of women marking ad with Post-it note

38%

36%

Full-page ad

Full-page ad, back cover

Comments written on Daily Mail Dolmio advert

Source: Kantar Media Dec10 (Women regular mid newspaper and weekly magazine readers 155)

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Daily Mirror

Woman’s Own

Daily Mirror

Woman Daily Mirror

Woman’s Own

Evening Standard

Woman

% recognising

Stronger recognition in newspapers than weeklies...


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Daily Mail

Woman’s Own

Daily Mail

Daily Mail

Woman’s Own

Evening Standard

% recognising

Stronger recognition in newspapers than weeklies...


Woman’s Own

Woman’s Own

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What it is about newspapers and these adverts that powered the newspaper results

Exploring beyond the headline results consumers were asked to provide as much detail as possible about what the advert was advertising and what it was about the advert that had made it stick in their minds.

As a follow up they were asked why they thought the advert had stood out more/the same in the newspaper and magazine

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Newspaper advertising achieves higher stand out & recognition by capturing the mood- consumer verbatims


The model; I recognise her

from movies I have seen and I

found her particularly

appealing. She caught my

eye.

The champagne...I thought it

was very appropriate for this

time of year

Full page spread, the dress was

attractive and the word "Moët "

brought it to my attention

The position in the

paper, the size of it. The

attractive lady model

It was a full page advert with a good

photograph of Scarlett Johansson holding a

bottle of Moët. There is good use of contrast in

the photo and it is both dramatic and fun.

I think the black and white

and 'sparkle' factor made it

stick out

It’s a really good ad & gives the bubbly

feeling of enjoying drinking Champagne

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Newspaper advertising achieves higher stand out & recognition by creating interest – consumer verbatims


It was slightly

different from other

brand ads

The cute leopard cub and the

fact that there's no product

shown on the first page- you

have to turn over to see what

it's specifically advertising

Initially it was the leopard cub that

made me notice this advert. then I saw

that it was an advert for the Cartier

brand - very simple, very effective I

thought

Crisp colour scheme, the use of

a baby cub, elegant and eye-

catching writing, two page

spread

This is one of the adverts that I

have put a post-it note on. It is

very noticeable as the baby

leopard is so beautiful

The little leopard was

attractive and the ad

covered several pages

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Newspaper advertising achieves higher stand out & recognition by celebrating topicality – consumer verbatims

Crisps made into a Christmas tree

shape

Colour and festive

Because the Pringles are coming out of the tube in the shape of a

Christmas tree, it took up a whole page and it is bright red and gold

Merry Pringles slogan

The Christmas tree effect of the crisps, and bright colours

...colourful and modern

It’s big and bold

It was very clear and drew my attention


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Newspaper advertising achieves higher stand out & recognition by sparking ideas – consumer verbatims

Hellmann’s mayonnaise bring on boxing day

It had a suggestion of how to use Hellmann’s Mayo with leftover turkey. I love mayo so it stood out to me!

The ad took up a whole page. It has large, brightly coloured words and images.

The colourful plate of food, also featuring a large picture of the mayo.

Tasty ingredients makes you want to try

It stood out and was relevant to me

Chill out turkey slogan

It's different, colourful, nice font letters


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Newspaper advertising surprises and delights – consumer verbatims

The offer being advertised

The advert was in cartoon form which made me feel attracted to look at it. It was advertising how they can help you get energy fit

The ad was giving away free power-down plugs

The colours

Red banner and mice + message about draughts

The little cartoon mice trying to get under a door really sticks in my mind for EON.

The mice....I like the TV advert, and it reminded me of that

Large ad


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Newspapers are essential for women

The research suggests that the newspapers' ability to communicate strongly and memorably is related to the high value that women put on reading their newspapers.

The women said that newspapers, much more than magazines, give them comprehensive information that's bang up-to-date, and presented in a way that engages with them so that they enjoy the process of getting informed.

While newspapers, with their right-now deadlines, have a natural advantage over magazines when it comes to news, the research found that newspaper features were also more likely to be regarded as cutting-edge.

Reading the paper is often part of a ritual, like sitting down for a coffee break. It is built into her day, underlining previous NMA research in which women said they make sure that they carve out time in their busy lives to read the newspaper.

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Perceived strengths of newspapers compared to magazines

Provides information that is current and up

to date

Reading is a ritual that keeps me in touch

More informative than other media

Gives me ideas and things to talk about

Newspapers Magazines

Offers cutting edge features

%


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Confidence in papers adds value for advertisers

Not only do newspapers have a high status for their readers, the research also underlined how useful readers find both the editorial and the advertising in their papers.

They see their product reviews as more objective, so they are more likely to use the paper as a source of ideas – most said they have tried products advertised in their newspaper.

Useful articles and ads can be ripped out to be consulted during a shopping trip. And ads can get extra energy from placement near relevant editorial.

The high status of newspapers has a positive impact on newspaper advertisers – 72% of the women in the research agreed that companies that advertise in newspapers "show they are really confident in the product".

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Women’s perceptions of newspapers

85% agree

Seeing ads next to related articles makes them more memorable

and relevant

72% agree

Companies that advertise in newspapers show they are really confident in the

product

66% quality readers

prefer newspaper reviews as they are

more objective


65% agree

that seeing food, cosmetics, snacks, household and utility adverts in a newspaper made them feel that their paper was including things that interest

them personally

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Newspapers drive action

71%often try the products

that have been reviewed

69% mid-market readers

often rip out newspaper clipping and refer to while

shopping


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Advantages of newspapers

Women were asked if they were the head of marketing for the brand and they had a new advert to place what did they think the advantages would be to advertise their product in newspapers

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Newspapers have clear advantages for consumers

Scale of audience reachA wider cross section of

the public read the newspaper more so more people will be viewing

the ad, whereas magazines are targeted to a specific gender and age

group with specific interests which do not

cover a large section of the public


Saliency Reaches a wider audience on a more regular basis would keep the brand fresh in peoples minds

Stature of newspaperif reader spotted ad in their usual newspaper might lead to purchase, because newspapers are more "serious" than magazines, therefore might logically think that the newspaper some how endorses the product or makes it more acceptable and attainable.

Less ClutterAdverts stand out more as there are less of them in newspapers.

Speed of cover buildNational newspapers tend to be read by thousands of people so you are going

to appeal to the customers in a faster way.

Size adds to ImpactNewspapers are often larger therefore allowing for full page or even two page spreads.

Surprise factorIt could really stand out from all the other advertising there is in newspapers right now.

Reaching purchaser & recipientMore people will see it including men who will buy it for women

ImmediacyI believe the offers more in a newspaper. I don’t know why. Maybe it is because it’s more current and it’s daily and you know it’s up to date. With magazines, you probably think that it’s out of date

newspaper credibilityI think as well, probably just my cynical side, I think a magazine is being paid by the advertiser, I know a paper is as well but I always think of papers comparing it for me. . . I think they (magazines) don’t actually rate their products, they’re just there because they’ve booked space, probably very cynical of me to believe it, but I think the papers compare it and probably look at the look at goods before they put them in there.

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Editorial contextNewspapers tend to have reviews by respected wine critics, as well as their suggestions as to what to try in the drinks market. If you have previously enjoyed suggestions made by their critic, you are more likely to try another of their suggestions

Reaching high value customersGreater captive audience, possibly of a more affluent background and therefore more likely to purchase champagne.

Proximity to usePeople read it, especially on trains later in the day when they may want a drink

Examples of comments for ‘Alcoholic Drinks’


Pick up day of week from previous research

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Tapping into mindset

Catch people looking for a quick

and easy supper

Reaching breadth of HHs to drive penetration

Mass market to hit as this product appeals to

all

SaliencyWider readership - males and females of all ages on

a more regular basis -

Examples of comments for ‘Food’


Fits with behaviour

People looking for bargains in the newspaper

will find it

Proximity to purchaseAccessible to more people, may lead to

people buying product on way home

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ImpulseCould encourage an

impulse purchase at the train station if people are reading it on the way to

work

Proximity to purchaseTarget people when they are travelling and might prompt a purchase whilst

hungry and en route

SaliencyWider readership on a more regular basis. The more often people see it the more they will remember it, and the more likely they are to make it

their first choice when buying.

Examples of comments for ‘Chocolate’Snacking occasion

Many people eat chocolate when reading a newspaper; the two go

together. Also, people buy newspapers at the newsagents which

also sell chocolate


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Size creates impactNewspapers are often larger therefore allowing for full page or even two page spreads.

Reaching the gift purchaser and recipientAt Christmas time you may remind men of the need to buy the women in their life a present and it could be perfume - men may not read glossy magazines where perfumes are usually advertised

Examples of comments for ‘Fragrance’


Reaching the purchaserMore likely to reach men who would choose perfume based only on advert. Men often buy perfume for Christmas and birthdays and would probably feel that a perfume which was advertised would probably have a status!

Surprise elementIt would be less expected so would have a greater impact, also it would reach a wider audience

Stature of paperNewspapers are more widely respected and therefore advertising in newspapers is regarded more highly and considered to be of a higher and more reliable standard.

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Higher impact, less clutteredIt is more likely to be noticed

because there are fewer adverts in newspapers; and larger adverts

are more likely to capture attention. In magazines, there are

too many advertisements and they all look the same after a while. This doesn't happen in

newspapers.

Greater exposurewider coverage and a greater diversity of readers, so more exposure for your product

Examples of comments for ‘Luxury Accessories’

Reaching the purchaser &recipientYou are widening your audience because a lot of people buy the newspaper, men tend to read newspapers more then women they often don't know what to buy women so are more likely to buy a product that has caught their eye in the paper. More affluent audience

The market would be intelligent people who earn good money and choose wisely to buy products

Impact from sizelarger pages to show the product and grab the attention


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ImmediacyI think it is good to

know where and when are offers in stores for

Cosmetics.

ImpactI think more people would take a double

look at the advert in the newspaper

Proximity to purchasePeople are reading it &

then go shopping so might buy product

Purchaser & recipientAppealing to the male of

the household - the boyfriend or husband who wouldn't read a woman's

magazine.

Editorial ContextCan put [the

adverts] next to celeb photos, on

lifestyle pages etc

Examples of comments for ‘Cosmetics’

Source: Kantar Media/Popular Market Reading & Noting study,Dec10 (Women 148)

Easy portable reminderAppeals to both male and female, can be ripped out and kept as a reminder by the person reading the newspaper

TimingThe other thing about the difference between a newspaper and a magazine, I have a monthly magazine and it’s always like a month early so Christmas was in November.

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Broader reachWide readership; all sorts might buy air

freshener and you're not restricting your

readership. Somehow seems more serious in a

newspaper.

More attentive audiencepeople spend longer and

concentrate more when reading daily newspapers than weekly

women's mags

Stature & authorityPeople tend to take

products advertised in newspapers more

seriously

Examples of comments for ‘Household’


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Key hard to reach audiences

Men tend to choose things like that [energy

providers] and more likely to read newspapers

Editorial ContextThe readership is looking for

concrete information and probably reads the paper thoroughly

Breadth of reachA newspaper is bought by all kinds of people

and the ad would have a broader audience type

Size drives ImpactThe pages are bigger

therefore advert would be larger and more eye-catching.

newspapers appeal to both men and women and a broader range

of readers

Examples of comments for ‘Energy Provider’

Less clutteredNewspaper ads

sometimes stand out a bit more

because newspapers have

less advertisements.

Source: Kantar Media/Popular Market Reading & Noting study,Dec10 (Women 148)

pg 1 newspapers’ impact study adding a ‘wow’ kick start to magazine campaigns date: march 2011...

Documents

newspapers magazines

national newspapers

read newspapers

page page

quality readers

monthly magazine readers

relevant ads

weeklies readers