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Newspaper advertising
 

Newspaper advertising

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    Newspaper advertising Newspaper advertising Presentation Transcript

    • PgNational Newspapers – Fingertip facts
    • Pg Contents Campaign cost & cover – selected groups Cover & cost vs other media Campaign costs by audience Newspaper coverage build Less wastage with newspapers Demographic profile: Newspapers vs TV National newspapers strong in London Newspapers’ regional profile fits well with TV The costs cited in this booklet are ballpark estimates of market costs in 2008. A number of factors can influence the eventual price.
    • Pg Campaign cost & cover – selected groups National newspapers offer a cost-effective way toengage with consumer across a range of products and services
    • Pg Main supermarket shopper£1.2m buys…Page colour campaignCampaign reach: 19.5m70% cover @ 5 OTS
    • PgBuy dog food £370k buys… 25x4 colour campaign Campaign reach: 5.6m 70% cover @ 5 OTS
    • Pg Eat Walkers crisps at least once a week£350k buys…25x4 colour campaignCampaign reach: 13.8m70% cover @ 5 OTS
    • Pg “Prepared to pay more for foods that don’t contain additives£1.2m buys…Page colour campaignCampaign reach: 15.2m70% cover @ 5 OTS
    • Pg Used probiotic yoghurt in last week£1m buys…Page colour campaignCampaign reach: 10.5m70% cover @ 5 OTS
    • Pg Spend at least £5 per month on skincare products£1.2m buys…Page colour campaignCampaign reach: 9m70% cover @ 5 OTS
    • Pg 1 Used hay fever remedies in last 12 months£410k buys…24x5 colour campaignCampaign reach: 6.2m70% cover @ 5 OTS
    • Pg 1Take vitamins or other supplements at least once a week£460k buys…24x5 colour campaignCampaign reach: 12.7m70% cover @ 5 OTS
    • Pg 1 Drank 5 or more pints of lager in last week£250k buys…24x5 colour campaignCampaign reach: 2.6m70% cover @ 5 OTS
    • Pg 1 Drank malt whisky in last month£350k buys…24x5 colour campaignCampaign reach: 3.2m70% cover @ 5 OTS
    • Pg 1 Drink at least one measure of vodka a week£270k buys…24x5 colour campaignCampaign reach: 2.6m70% cover @ 5 OTS
    • Pg 1 Took out a mortgage in the last 12 months£1.1m buys…Page colour campaignCampaign reach: 1.4m70% cover @ 5 OTS
    • Pg 1 Have a loan£400k buys…24x5 colour campaignCampaign reach: 9.3m70% cover @ 5 OTS
    • Pg 1 Spend £500 or more per month on credit cards£1.1m buys…Page colour campaignCampaign reach: 2.6m70% cover @ 5 OTS
    • Pg 1Acquired a supermarket credit card in the last 12 months £350k buys… 25x4 colour campaign Campaign reach: 300,000 70% cover @ 5 OTS
    • Pg 1 Have taken out Tesco car insurance£410k buys…25x4 colour campaignCampaign reach: 1.1m70% cover @ 5 OTS
    • Pg 2Have taken out buildings and contents insurance direct from the company in the last 12 months £440k buys… 25x4 colour campaign Campaign reach: 3.5m 70% cover @ 5 OTS
    • Pg 2Have taken out life assurance direct from the company in the last 12 months£370k buys…25x4 colour campaignCampaign reach: 4.7m70% cover @ 5 OTS
    • Pg 2 Personal income of at least £40k+£840k buys…Page colour campaignCampaign reach: 2m70% cover @ 5 OTS
    • Pg 2 In full-time employment£400k buys…25x4 colour campaignCampaign reach: 12.7m70% cover @ 5 OTS
    • Pg 2 Travelled by air on business in last year£950k buys…Page colour campaignCampaign reach: 4.3m70% cover @ 5 OTS
    • Pg 2 Obtained new car in last 12 months£1.2m buys…Page colour campaignCampaign reach: 2.8m70% cover @ 5 OTS
    • Pg 2 Bought a computer in last 12 months£1.1m buys…Page colour campaignCampaign reach: 6m70% cover @ 5 OTS
    • Pg 2 Cover & cost vs other mediaNewspapers vs other media cost & cover comparison
    • Pg 2 Newspaper costs vs TV Newspapers TV 300 GRPs 300 TVRs Page colour 30 seconds16-34 men £800k £1650kMen £940k £990kABC1 men £950k £1350kAB adults £970k £1200kAB women £1000k £1000kABC1 women 25-45 £1030k £960k
    • Pg 2 More reach in Newspapers£400k buys one of… ABC1 adults Reach & frequency Nationals – 25x4 colour 74% @ 4.3 OTS Radio – 30 seconds 48% @ 9.3 OTH£300k buys one of… 18-34 men Reach & frequency Nationals – 25x4 colour 73% @ 4.3 OTS Radio – 30 seconds 56% @ 9.5 OTH
    • Pg 3Newspaper: Same reach as 6 sheets, less cost ABC1 adults Reach & frequency Nationals – 25x4 colour 75% @ 4 OTS £400k 6 sheets – 4750 x 2 weeks 75% @ 15 OTH £640k
    • Pg 3 Newspaper vs 48 sheets£700k buys one of… 18-34 men Reach & frequency Nationals – Page colour 70% @ 4 OTS 48 sheets – 2500 x 2 weeks 70% @ 13 OTH
    • Pg 3 Newspaper reach more adults than online£1m buys one of… Number Reach of UK All adults reached population Nationals – Page colour 34m 72% @ 4 OTS Online MPU ad 20m 42% @ 5 OTS
    • Pg 3 Newspaper reach more 18-34s than online£350k buys one of… Number Reach of UK 18-34 adults reached population Nationals – 25 x 4 colour 9m 67% @ 4.5 OTS Online banner ad 7m 54% @ 5 OTS
    • Pg 3Newspaper reach more ABC1 women than online£600k buys one of… Number Reach of UK ABC1 women reached population Nationals – 25 x 4 colour 10.4m 75% @ 6 OTS Online MPU ad 6.5m 48% @ 5 OTS
    • Pg 3 Newspaper reach more ABC1 women than women’s magazines£400k buys one of… ABC1 women Reach & frequency Nationals – 25 x 4 colour 70% @ 4.2 OTS Women’s magazines 49% @ 6.3 OTS Page colour
    • Pg 3Newspaper reach more 18-34s than magazines£350k buys one of… 18-34 adults Reach & frequency Nationals – 25 x 4 colour 67% @ 4.5 OTS Magazines – Page colour 62% @ 5.9 OTS
    • Pg 3Newspaper reach more ABC1 men than magazines – at less cost £350k buys one of… ABC1 men Reach & frequency Nationals – 25 x 4 colour 76% @ 4.0 OTS Magazines – Page colour 46% @ 5.1 OTS
    • Pg 3 Campaign costs by audienceThe entry cost of a 300 GRPs newspaper campaign delivering c 70-75% cover
    • Pg 3 Campaign cost of newspapers25 x 4 colour All women £410k All adults £400k ABC1 adults £380k Men £360k ABC1 men / ABC1 women / 18-34 adults £350k AB women £310k 18-34 men £290k AB men £280k
    • Pg 4 Campaign cost of newspapersPage colour ABC1 women £1140k Women £1100k ABC1 adults £1090k All adults £1040k ABC1 men £950k Men / ABC1 men 35+ £940k AB men £910k 18-34 adults £870k 18-34 men £750k
    • Pg 4 Newspaper coverage buildNewspaper deliver fast coverage build
    • Pg 4 Newspapers Daily reach… 23 million readership (48% of adults) Weekly reach… 36 million readership (74% of adults)Source: NRS Jul-Dec 2007
    • Pg 4 Coverage build in national newspapersSource: NRS
    • Pg 4 Less wastage with newspapers Targeting young adults in national newspapers willreach a higher proportion of your audience with less waste than on TV
    • Pg 4 Targeting 16-34 adults in newspapers – less wastage than on TV 16-34 adults impacts as % of all adult impactsNewspaper schedule 34%Channel 4 Peak – Segment average 29%16-34 TV schedule – Terrestrial + multichannel 29%
    • Pg 4 Targeting 16-34 men in newspapers – less wastage than on TV 16-34 men impacts as % of all adult impactsNewspaper schedule 37%Channel 4 Peak – Segment average 30%16-34 TV schedule – Terrestrial + multichannel 26%
    • Pg 4 Demographic profile: Newspapers vs TVEven blockbuster TV shows that target young adultsstruggle to deliver more 16-34s than The Sun does, by itself, every day!
    • Pg 4 Demographic profile: Newspapers vs TV 3m 2.9m 2.9m 2m 2.1m 2.0m16-34s 1m 0m The Sun X Factor Big Brother Spiderman 3 Daily delivery Final (ITV) Final (C4) Top 16-34 2007 2007 film 2007 Reach of best spot Reach of best spot Reach in first week
    • Pg 4 Demographic profile: Newspapers vs TVIf you are targeting young and upmarket consumers, newspapers are a good fit with TV
    • Newspapers & TV shows – age & class map
    • Newspapers & TV shows – age & class map
    • Pg 5National newspapers strong in London
    • Pg 5 National newspaper are naturally strong in London National London* Adults delivery delivery Cover 72% 80% OTS 4.2 4.6 GRPs 300 365 Natural conversion + 22%*London ITV area
    • Pg 5 Nationals’ natural London upweight is even stronger for ABC1s National London* ABC1 Adults delivery delivery Cover 74% 83% OTS 4.1 4.1 GRPs 300 380 Natural conversion + 27%*London ITV area
    • Pg 5 Newspapers’ regional profile fits well with TV National newspapers’ strength in London &South East is a good fit with heavier TV viewing in Midlands, North & Scotland
    • Pg 5TV viewing is weaker in London ABC1 adult TVRs London 217 Rest of UK average 320 National average 300
    • National newspapers even up the Pg 5battle to reach the London Audience Audience delivery (adults) Newspapers % TV % London 27 16 South East 17 16 Midlands, Wales & West 22 26 North 25 32 Scotland 9 10 100 100
    • Pg 5National newspapers even up the battle to reach the London audience Newspapers can upweight TV in London – usually a competitive area and at a lower advertising weight than the rest of the UK
    • Pg 5TV ratings: examples from grocery and supermarket categories