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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. Hovis. Headline results. Newspapers generate 4% additional sales for Hovis both immediately and 6 weeks post campaign Multimedia effect of TV plus newspapers causes 6.4% uplift during and 11.5% post

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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. Hovis Headline results Newspapers generate 4% additional sales for Hovis both immediately and 6 weeks post campaign Multimedia effect of TV plus newspapers causes 6.4% uplift during and 11.5% post Newspapers boost penetration by 7% and trial by 15% Adding newspapers more than doubles the increase in emotional brand involvement Newspapers made a great TV work harder – response to the TV ad was much stronger when the newspaper campaign had also been seen.

  3. Test hypothesis: Newspapers are perfect partners to TV TV and national newspapers – both print and online formats – are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary Together, the brand impact should be stronger than either medium separately

  4. The client’s view Newspaper creative “We've enjoyed working with the NMA and have found it a productive relationship. They helped provide some valuable feedback on our creative work through pre-testing and provided some fascinating insight on the powerful multiplier effect of a TV plus newspaper campaign.” Jon Goldstone Marketing Director Premier Foods Kellogg’s and Optivita are registeredtrademarks of Kellogg Company

  5. Hovis: The creative work Newspaper creative TV creative

  6. Heaviest third of viewers take 53% of Hovis’ TV delivery Source: BARB analysis of HovisTV campaign – Housewives Hovis TV campaign Share of campaign weight by light, medium & heavy TV viewers 31% 53% 16% Heavy Medium Light

  7. Heavy TV viewers are skewed downmarket vsHovisbuyers Source: BARB analysis of Hovis TV campaign – Housewives/TGI 2009 Hovis main shopper user profile Hovis TV campaign Analysis of heavy TV viewers by social grade % AB C1 C2 DE

  8. Newspapers balance TV delivery reaching light viewers with low OTS Source: BARB analysis of HovisTV campaign – Housewives Frequency distribution for HovisTV campaign Low weights of TV exposure are less effective High weights of TV exposure suffer diminishing returns The optimum OTS

  9. Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London Source : BARB Jul – Dec 2008 / NRS Jul – Dec 2008 Newspaper audience delivery indexed against commercial TV Commercial TV indexed @ 100

  10. Hovis The findings

  11. Hovis: Test detail Campaign Objectives Re-establish Hovis as a legendary brand and catapult it backto its rightful place in the centre of British popular culture Media Plan 1000 TVRs 394 GRPs • Sample: 768 Women 25-64 with kids who buy pre-packaged sliced bread nowadays, non-allergic to wheat • Media Source: NMR/BARB/NRS

  12. Adding newspapers boosts sales Advertising effect on Hovis sales % increase

  13. Multiplier effect on sales with TV plus newspapers Advertising effect on Hovis sales % increase

  14. 3+ newspaper OTS increases sales uplift significantly Newspaper advertising effect on Hovis sales different OTS % increase 5.7

  15. Brand penetration increased by newspapers Newspaper advertising effect on Hovis penetration % increase

  16. Newspapers stimulate new trial Newspaper advertising effect on Hovis trial % increase

  17. Adding newspapers doubles increase in emotional brand connection Brand involvement – Someone I’d like Pre to post % points increaseTop 2 Box % Pre-wave Post-wave +5 +11 +11 72

  18. Adding newspapers drives brand commitment Brand commitment – Likelihood to choose Pre to post % points increaseTop 2 Box % Pre-wave Post-wave +1 +4 +3

  19. TV + newspapers strengthens brand image Brand image Pre to post % points increase % endorsing Hovis TV solus TV + NP Any NP

  20. Adding newspapers further builds brand equity Brand Dynamics equity analysis post-wave % points change on pre-wave +1 -1 Bonding +4 +9 Advantage +3 +4 Performance +2 +6 Relevance 0 +1 Presence TV Solus TV + NP

  21. Adding newspapers makes TV ad work harder Response to TV ads % agreeing TV solus Added effect of NP Millward Brown norm 48 41 41 54 36

  22. TV engagement increased further when newspapers seen TV involvement diagnostics +3 +9 Distinctive Norm: 698 TV ads Involving Interesting Recognise TV only Recognise TV + NP Disturbing Soothing Added effect of NP + - (Each axis 0-100%) Unpleasant Pleasant Irritating Gentle Boring Weak Dull

  23. Newspapers enhance TV messaging TV advertising strongly suggests % answering TV solus +/- added effect of NP TV + NP -1 91 84 +6 74 67 60 58

  24. Newspaper ad recognition above norm Recognition – Newspaper ads % recognising

  25. Impactful, well-branded newspaper creative Newspaper ads % agreeing Hovis Millward Brown Norm Definitely remember ad was for Hovis

  26. Newspapers communicate supporting messages Newspaper advertising strongly suggests % answering

  27. Newspaper ads newsworthy and persuasive Response to newspaper ads % agreeing Millward Brown norm 42 33 36 45 31

  28. Call to action up 47% with multiple newspaper ads Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % 85 73 58

  29. Depth of information builds with newspapers Advertising measures – Depth of information Gives me enough information to decide Top 2 Box %

  30. Multi-media campaign heightens emotional impact Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box %

  31. Multi-media campaign drives re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box %

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