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The Proof

The Proof. The business case for newspaper advertising as part of the media mix. Oats & More. The client’s view.

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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. Oats & More The client’s view “National Newspapers made a significant contribution to the successful launch of Oats & More. We had clear proof that the newspaper campaign drove a good level of sales in its own right. Together, TV and newspapers effectively built awareness and trial, and newspapers developed the more emotional elements of the new brand. Pre-testing helped evolve our understanding of how readers consume newspaper advertising. By taking into account what stands out and engages people, we could really maximise effectiveness and appeal. And by using several executions we could underline several important communication points, which had a big impact on people’s willingness to try the brand.” Mark FannerProduct Group Manager, NPD

  3. Oats & More Headline results Newspapers caused extra 8.3% sales uplift TV + Newspapers drove more than double the increase in brand familiarity TV + Newspapers doubled increase in trial Brand involvement 80% higher with Newspapers Adding National Newspapers improved response to the TV ad, making it more engaging, significantly better branded, and enhancing communication

  4. Oats & More Test Hypothesis: Newspapers are perfect partners to TV TV and national newspapers are the perfect partnership They are processed in different but complementary ways: TV is more passive, newspapers involve active processing Both media are heavily consumed in the evening Media profiles are complementary Together, the brand impact should be stronger than either medium separately

  5. Oats & More The creative work Newspaper creative TV creative

  6. Oats & More Test detail Campaign objectives To launch Oats & More as the irresistibly tasty way to get the goodness of oats. Media Plan 342TVRs 336GRPs Research sample: 711 Women 25-55, regular cereal buyersMedia Source: NMR/BARB/NRS

  7. Oats & More The findings

  8. Oats & More National newspapers drive sales Newspaper Advertising effect on Sales% increase 8.3 During Source: dunnhumby

  9. Oats & More National newspapers double the increase in familiarity Brand FamiliarityTried/heard a lot about Oats & MorePre to Post % points increase – Top 2 Box % TV solus TV + NP 63 +15 +33 30 30 15 Pre-wave Pre-wave Post-wave Post-wave

  10. Oats & More National newspapers double the increase in trial Brand TrialTried Oats & More %Pre to Post % points increase TV solus TV + NP +6 +12 28 16 11 5 Pre-wave Pre-wave Post-wave Post-wave

  11. Oats & More National newspapers double brand commitment Brand CommitmentLikelihood to choose*Pre to Post % points increase – Top 3 Box % TV solus TV + NP +11 +19 41 22 22 11 Pre-wave Pre-wave Post-wave Post-wave

  12. Oats & More 80% higher emotional involvement with national newspapers Brand InvolvementSomeone I like*Pre to Post % points increase – Top 3 Box % Any NP TV solus TV + NP +25 +14 +22 64 61 42 36 34 20 Pre-wave Post-wave Pre-wave Pre-wave Post-wave Post-wave

  13. Oats & More Pre-testing aids higher recognition Recognition – Newspaper ads% recognising 31 Oats & More Millward Brown Print Norm(326 ads) 20

  14. Oats & More Visual standout is vital Very eye-catching I’d stop and look at rather than turn the page Newspaper ads - % agreeing MB UK Norm Oats & More 80 60 65 44

  15. Oats & More Newspaper ads engage more strongly +21 +14 +19 Distinctive Involving Interesting Millward Brown – Media Involvement Diagnostics Disturbing Soothing Millward Brown Norm(Base: 698 TV ads) Unpleasant Pleasant Recognise Any NP ad Recognise TV ad Difference between NP and TV -+ Irritating Gentle -18 Weak Boring Dull -9 -12

  16. Oats & More Adding newspapers makes TV work harder +13 +18 +16 Distinctive Involving Interesting Millward Brown – TV Involvement Diagnostics Disturbing Soothing Millward Brown Norm(Base: 698 TV ads) Unpleasant Pleasant Recognise TV + NP Recognise TV only Added effect of NP -+ Irritating Gentle Weak Boring Dull -9 -8

  17. Oats & More National newspapers enhance TV ad branding TV solus TV + NP Any NP TV + NP BrandingDefinitely remember ad was for Oats & More% agreeing TV ad Newspaper Ads +28 +6 60 66 68 40

  18. Oats & More Newspaper ads enhance TV communication TV AdvertisingStrongly suggests% answering TV + NP TV solus Added effect of NP 72 Tastes great +8 80 64 Is irresistible +17 81 44 Contains wholesome goodness +21 85 Good for you as well as being delicious 40 +20 60 31 For people like me +27 58

  19. Oats & More Multiple executions communicate powerfully Newspaper AdvertisingStrongly suggests% answering Tastes great 67 Is irresistible 57 Contains wholesome goodness 64 Good for you as well as being delicious 61 For people like me 44

  20. Oats & More Newspaper ads more persuasive Response to TV ads% agreeing TV + NP TV solus 68 Tastes great 80 57 Is irresistible 71 44 Contains wholesome goodness 62 Good for you as well as being delicious 39 65 29 For people like me 47

  21. Oats & More Multiple executions boost call to action by 76% Advertising measures – Call to ActionGives me a reason to go out and buy*Top 2 Box % 81 75 62 46 TV + 2 or 3 NP ads TV + 1 NP ad TV solus TV + all 4NP ads

  22. Oats & More Multiple executions more than double emotional connection Advertising measures – Brand ValuesHelps me to connect and identify more strongly*Top 2 Box % 85 73 54 40 TV + 2 or 3 NP ads TV + 1 NP ad TV solus TV + all 4NP ads

  23. Oats & More Adding newspapers boosts re-appraisal by 97% Advertising measures – Re-appraisalSurprising and gets me to think differently*Top 2 Box % 81 71 59 41 TV + 2 or 3 NP ads TV + 1 NP ad TV solus TV + all 4NP ads

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