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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. NESCAFÉ. Headline results.

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The Proof

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  1. The Proof The business case for newspaper advertising as part of the media mix

  2. NESCAFÉ Headline results National newspapers played a distinct and cost-effective role in NESCAFÉ’s successful multimedia campaign, demonstrating specific strengths in driving sales and building both purchase intent and emotional involvement brand metrics: Why newspapers for NESCAFÉ? Both the heaviest commercial TV viewers and frequent newspaper readers spend heavily on instant coffee – making the two media ideal and complementary partners for advertising. Frequent newspaper readers are the heaviest category buyers, spending £28.59 per household in 2009. Newspapers – the most cost-effective medium to drive brand measures • Newspapers delivered the highest overall return on investment for NESCAFÉ, with TV second • Newspapers were the most efficient medium for driving brand consideration • Newspapers were twice as efficient as TV in creating emotional brand involvement • TV and newspapers worked in complementary ways to build brand image. sales uplift • Newspapers drive 2.6% sales increase • Rising to 7.5% sales uplift among those exposed to 5 newspaper ads. • Newspapers enhance TV ad performance • The NESCAFÉ TV ad worked harder and was more engaging if seen alongside the newspaper campaign.

  3. TV viewers and national newspaper readers spend heavily on instant coffee Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Heaviest third of TV is 29% of TV Expenditure on instant coffee £ per household 2009

  4. Readers of mid-market and popular newspapers are the heaviest spenders on NESCAFÉ Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV Expenditure on NESCAFÉ £ per household 2009

  5. Mid-market & Quality newspaper readers spend most on NESCAFÉ GOLD BLEND® Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV Expenditure on NESCAFÉ GOLD BLEND £ per household 2009

  6. National newspapers A perfect partner to TV Source: BARB analysis of NESCAFÉ TV campaign – Adults Frequency distribution for NESCAFÉ TV campaign Low weights of TV exposure are less effective High weights of TV exposure suffer diminishing returns The optimum OTS

  7. Heavy TV viewers more DE than brand profile Source: BARB analysis of NESCAFÉ TV campaign – Adults/TGI 2009 Q3 NESCAFÉ Instant Coffee Adult user profile NESCAFÉ TV campaign Analysis of heavy TV viewers by social grade % AB C1 C2 DE

  8. Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London Source : BARB Jul – Dec 2009 / NRS Jul – Dec 2009 Newspaper audience delivery indexed against commercial TV

  9. Test Objectives To quantify the effects of individual communications channels in a multi-media campaign for the NESCAFÉ brand. To establish the efficiency of each medium in building brand measures – what is the return on investment? To measure the sales impact of adding newspapers to the mix. To understand the synergistic effect of TV and newspaper ads working together.

  10. NESCAFÉ: Test detail Campaign objective Relaunch the NESCAFÉ brand Media Plan 1004 TVRs 418 GRPs Pre Pre Post

  11. NESCAFÉ: The creative work Newspaper creative

  12. NESCAFÉ: The creative work Newspaper creative

  13. NESCAFÉ: The creative work Outdoor creative TV newspaper creative Online creative

  14. NESCAFÉ The findings

  15. Immediate 2.6% sales uplift from newspapers Source: dunnhumby Newspaper advertising effect on NESCAFÉ sales % increase

  16. Newspapers drive 7.5% sales increase at 5 OTS Source: dunnhumby Newspaper advertising effect on NESCAFÉ sales at different OTS % increase

  17. Newspaper campaign encourages trial Source: dunnhumby Newspaper advertising effect on NESCAFÉ trial % increase

  18. Newspapers drive penetration Source: dunnhumby Newspaper advertising effect on NESCAFÉ penetration % increase

  19. Newspaper readers less price sensitive Source: dunnhumby Tesco Clubcard lifestyle profile Newspaper buyers who bought NESCAFÉ indexed against average Tesco Clubcard user profile Price sensitive 100 Convenience

  20. Both Newspapers and TV punch above their weight Source: Millward Brown CrossMedia™ modelling Contribution to overall uplift in NESCAFÉ brand measures versus cost of media % Online 5% uplift Outdoor Newspapers Total uplift inbrand measures driven bymedia activity TV

  21. Newspapers deliver the highest return on investment Overall uplift across brand measures per £1m invested %

  22. Newspapers most cost-efficient for building brand health Cost of 1% uplift across NESCAFÉ brand measures £m

  23. Newspapers twice as efficient as TV at creating emotional brand involvement Uplift in brand involvement per £1m invested Someone I’d like %

  24. Newspapers most cost-effective at driving consideration Uplift in brand commitment per £1m invested Likelihood to choose %

  25. TV & Newspapers strengthen brand image Brand image uplift % endorsing NESCAFÉ

  26. Multimedia campaign strengthens brand image Uplift in brand image per £1m invested % endorsing NESCAFÉ

  27. Strong creative impact leads to good recognition Recognition – Newspaper ads % recognising

  28. Strong impact and branding ensures engagement Newspaper ads % agreeing NESCAFÉ Millward Brown Norm

  29. Newspaper ads engage very strongly Newspaper involvement diagnostics Norm: 61 NP ads Recognise NP (Each axis 0-80%)

  30. Adding newspapers enhances TV performance Response to TV ads % agreeing TV solus Added effect of NP Millward Brown norm 52 45 48 68 59 43

  31. TV ad more engaging when seen alongside newspapers TV involvement diagnostics Norm: 698 TV ads Recognise TV solus Recognise TV + NP (Each axis 0-80%)

  32. Adding newspapers builds re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % Recognise:

  33. TV plus newspapers boosts emotional impact Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % Recognise:

  34. Depth of information builds across campaign Advertising measures – Depth of information Gives me enough information to decide Top 2 Box % Recognise:

  35. TV + newspapers partnership drives powerful call to action Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % Recognise:

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