the true value of newspapers staffan hultén infodata ab
TRANSCRIPT
Scandinavians read a lot of newspapersCirculation per 1000 inh.
274
371
371
383
393
444
543
544
664
706
0 200 400 600 800
USA
Denmark
Germany
UK
Iceland
Switzerland
Sweden
Finland
Japan
Norway
Copies per 1000 inhabitants
A Refined Method of Tracking Ad/Article recall
On-going, standardized panels focus primarily on the observation, readership and captivation of ads and articles .
The database is continuously expanding. All front pages as well as ads/articles are stored in one single database.
The effective use of web-based solutions generates efficient, instantaneous reports.
The RAM approach offers high validity through its recognition-method. The panelist views both the front page and the ad/article.
The larger the database, the better the quality of analysis. As knowledge of both the panelists and newspaper expands, so does the opportunity to get even more from the analyses.
Aggregateddatabase
Newspaper dataFormat, circulation etc.
Panel respondent dataDemographics, habits, etc.
Ad dataSize, color, frequency,
page, etc.
Research data
Observed,
read, etc.
The 4 parts of theRAM database
Provided bythe newspaper
Provided by the reader
About the Adit/Edit database...
• Adit now contains more than 2 mill individual advertising observations – about 160 000 measuring inserts/preprints
• Reliable measurements from 80 daily newspapers.• Before end of 2005 – more than 130 magazines and
newspapers in the system• Start in Sweden 2002.
– Norway 2004– US 2005– Puerto Rico 2005– Finland 2005– Germany 2005– Switzerland 2006– UK 2006
• Edit - the article database now contains more than 170 000 interviews measuring articles
Production process
Order
Control
Mail out 1
Reminder
Weighting
Report
Order or pre-order of measurements
Manual check up of order and jpegs
Mail out via email to full panel or part/split panel
Reminder via email after 24 h
Weighting with calibration after finalized fieldwork
Report available from www after 48 h
SMS SMS till non-respondents – depending on country
Birthday: 1503-1506 Birthplace: Florence, Italy Current home: The Louvre, Paris, FranceStats: 20 7/8" x 30", oil on poplar wood.Marital Status: Married to Francesco del Giocondosince 1495
Ad Survey Questions• Ad Recall – Did you see/read the advertisement when you read the Newspaper? (Yes/No)
• Advertiser awareness – How difficult/easy was it to recognize the advertiser? (scale 1-10)
• Previous knowledge – How well do you previously know the advertiser? (scale 1-10)
The readers’ opinion of the advertisement?
• Overall opinion (scale 1-10)
• Advert directed to me (scale 1-10)
• Interesting advertisement (scale 1-10)
• Easy to understand (scale 1-10)
• Originality (scale 1-10)
• The advertisement gives me new information (scale 1-10)
How the advertisement influences the readers?
• Positive - Does the advertisement make me feel positive about the advertiser?(scale 1-10) • Benefit – Has the advertisement been useful or will the information be useful in the future? (Yes/No)
The panorama viewrepresents the ”DNA” of the ad
Observation
Brand
Appeal
Usefulness
Results presentation:
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
1933 1936 1939 1942 1945 1948 1951 1954 1957 1960 1963 1966 1969 1972 1975 1978 1981 1984 1987
Ad recall by ageObservation by age
Full page
Half pageQuarter page
Inserts/preprints
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1932 1935 1938 1941 1944 1947 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989
Ad/Article recall by ageObservation by age
All articles measured
All ads measured
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1932 1935 1938 1941 1944 1947 1950 1953 1956 1959 1962 1965 1968 1971 1974 1977 1980 1983 1986 1989
Ad/Article recall by ageObservation by age
All articles measured
The whole/close to all of the ad
All/close to all of the article
All ads measured
10%
20%
30%
40%
50%
60%
20
28
81
00
95
90
13
01
5
14
10
0
16
10
0
21
85
4
23
09
5
24
00
0
28
08
5
35
20
0
41
10
0
46
35
0
48
36
0
77
12
0
90
09
0
Observation of display adsBase: non-repeated colour ads
Small ads medium-sized ads big ads
0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
3,50%
4,00%
Poly. (eff art) Poly. (eff ad)
Ad/article recall effiency – by ageAd/article recall/minutes spent reading – all formats
Right hand page has an on average 2-3% higher observation
37 % observation
39,5 % observation
Left or right?
27%
32%
38%
45%
55%
29%
34%
41%
48%
58%
0%
10%
20%
30%
40%
50%
60%
70%
1 column 2 columns 3 columns 4 columns 5 columns
Left
Right
Observation left or right hand page
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Male Female
Average observation of ads from different industries
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Domestic Foreign LocalNews
Sport Debate Business Weather Entertnm Food/wine
Ad observ Page obs
What about editorial environment?Half-page ad observation
0%
10%
20%
30%
40%
50%
60%
24 30 36 42 48 52 64 72 84 92 112
156
Ad observation and # of pages in the newspaper
Negative environment – positive outcome…
83
61
80
35
31
33
63
59
34
31
12
40
5
Ad Recall
Advertiser Identification
Previous brand awareness
Directed to me
Interesting
News
Easy to understand
Original
Overall impression
Positive attitude
Benefit
Emotional response
Purchase Interest
0 20 40 60 80 100
Median
69
36
72
29
19
16
28
43
21
15
37
Ad Recall
Advertiser Identification
Previous brand awareness
Directed to me
Interesting
News
Easy to understand
Original
Overall impression
Positive attitude
Benefit
0 20 40 60 80 100
High ad recall - but not liked nor understood
Observation
%
3835
66
6164
0
20
40
60
80
100
<quarter pg Half spread Quarter pg Full pg (B) Full pg (T)pg 6
7 feb
pg 10-11
2 apr
last pg
6 jun
pg 21
21 sep
pg 21
5 oct
Previous knowledge of the advertiser
43
5752
36
50
0
20
40
60
80
100
07-feb 02-apr 06-jun 21-sep 05-oct
%
Yes, you can still build your brand in the morning daily!!
66
84
42
0
10
20
30
40
50
60
70
80
90
2003-09-25 2004-01-29 200504-21
Full page Half pageSpread
Ad recall
36
66
76
0
10
20
30
40
50
60
70
80
2003-09-25 2004-01-29 200504-21
Previous knowledge
Full page Half pageSpread
49 51
81
0
10
20
30
40
50
60
70
80
90
2003-09-25 2004-01-29 200504-21
Full page Half pageSpread
Sender ID
30000
23000
18000
0
5000
10000
15000
20000
25000
30000
35000
2003-09-25 2004-01-29 200504-21
… but what about buying intention?
Full page Half pageSpread
How to gain benefits from RAM Adit•Build stronger, better, more lasting relationships•Become more consultative•Understand your newspaper better•Understand communication better – ads, articles•Sell measurements – packaging, rebates etc.•Change your pricing – using scientific reasons•“Run by paper”