Newsbrands and finance

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Demonstrating how newsbrand readers invest more time, effort and, most importantly, money, into the financial sector.

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  • NRS PADD Apr 13 – Mar 14 +  comScore March 2014
  • NRS PADD Apr 13 – Mar 14 +  comScore March 2014
  • Newsbrand readers are interested in financial news (personal finance and/or business news).

    According to NRS PADD:

    43% of daily newsbrand readers (print and/or online) are interested in personal finance or business news, compared to 33% for the UK population.

  • Newsbrand readers are also interested in financial services advertising.

    According to TGI Clickstream:

    While 10.5% of the GB population is interested in financial advertising, 13.3% of people who read a newspaper every day (19.1m) are interested in financial advertising – they are 26% more likely to be interested in financial advertising than the average adult in the UK.
  • 82% of people who say they have a large amount of knowledge about financial services have read a newsbrand either in print or online (laptop/desktop) in the last 7 days.
  • 78% of people who say are very likely to convince others about financial services have read a newsbrand either in print or online (laptop/desktop) in the last 7 days.
  • 10.4% of the UK population agree that advertisements are a helpful source of information for a small purchase of less than £20, compared to 12.3% of newsbrand readers.
  • 6.0% of newspaper readers aged 18-34 agree that advertising was either the most or second most important factor in choosing their credit card, compared to 3.6% for the average 18-34 year old.
  • Newsbrands reach 19.7 million people online each month. 17.0 million of them – or 86% - visit finance business sites.

    This is compared to 69% of all internet users, meaning that online newsbrand readers are 24% more likely to visit finance/business websites.
  • 11.4% of online newsbrand readers use the internet for checking stocks or shares each week, compared to 6.2% of all UK internet users. Therefore, online newsbrand readers are 83% more likely to say that they use the internet for checking their stocks or shares either daily or weekly compared to the average internet user

    24.7% of online newsbrand readers use the internet for visiting personal finance websites each week, compared to 18.6% of UK internet users. Therefore online newsbrand readers are 33% more likely to say that they use the internet for visiting personal finance websites either daily or weekly compared to the average internet user

    28.1% of online newsbrand readers use the internet to pay bills online, compared to 21.1% of UK internet users. Online newsbrand readers are 33% more likely to say that they use the internet to pay bills online either daily or weekly compared to the average internet user

    Here, online newsbrand reader is defined as respondents who have visited a newsbrand website at least once, via desktop/laptop, in the last 7 days.

    Average internet user is defined as a respondent who has used the internet, for any purpose, in the last 7 days.
  • 9.0% of online newsbrand readers aged 18-34 use the internet for checking stocks or shares each week, compared to 5.0% of UK internet users aged 18-34. Therefore young online newsbrand readers are 80% more likely to say that they use the internet for checking their stocks or shares either daily or weekly compared to the average internet user aged 18-34.

    28.0% of online newsbrand readers aged 18-34 use the internet for visiting personal finance websites each week, compared to 23.4% of UK internet users. Therefore young online newsbrand readers are 25% more likely to say that they use the internet for visiting personal finance websites either daily or weekly compared to the average internet user aged 18-34.

    26.2% of online newsbrand readers aged 18-34 use the internet to pay bills online, compared to 20.9% of UK internet users aged 18-34. Therefore young online newsbrand readers are 25% more likely to say that they use the internet to pay bills online either daily or weekly compared to the average internet user aged 18-34.


    Here, online newsbrand reader is defined as respondents who have visited a newsbrand website at least once, via desktop/laptop, in the last 7 days.

    Average internet user is defined as a respondent who has used the internet, for any purpose, in the last 7 days.
  • Readers who have visited a newsbrand website in the last 7 days, aged 18-34 vs internet users aged 18-34 in the last 7 days

    Buy a house flat: 15.6% of online newsbrand readers aged 18-34 plan to in the next 12 months vs. 12.7% of internet users aged 18-34
    Take out a new mortgage: 7.8% of online newsbrand readers 18-34 aged plan to in the next 12 months vs. 6.4% of internet users aged 18-34
    Investments/Increase savings: 12.6% of online newsbrand readers aged 18-34 plan to in the next 12 months vs. 10.8% of internet users aged 18-34
    Spend £2000+ on home improvements: 14.9% of young online newsbrand readers aged 18-34 plan to in the next 12 months vs. 13.1% of internet users aged 18-34



  • 1.2 million people spend £1251 or more on their card each month on average – 996,000 of them (82%) are newsbrand readers (i.e. they read a newsbrand in print or online in the last seven days).
  • As you might expect from a wealthy audience, newsbrand readers – and newspaper readers in particular – have higher levels of savings and investments.

    When you look at heavy users of media channels, you can see that heavy newspaper readers boast the highest level of savings and investments.

    The average value of savings and investments across all adults in the UK is £23,443.
  • Heavy newspaper readers are also more likely to have invested in a range of financial products.

    They are 19% more likely than the UK average to have stocks or shares, 13% more likely to have premium bonds and 10% more likely to have an ISA account. Conversely, heavy TV viewers are less likely than the UK average to have any of these financial products.
  • Online newsbrand readers are more likely than the average UK internet user to say they have visited some of the biggest banking brands in the last 7 days.

    For example, people who have visited at least one newsbrand website in the last seven days are 40% more likely than the average internet user to have visited HSBC online in the last 7 days.

    Here, the average internet user refers to respondents who have used the internet in the last month.

  • TGI Clickstream meter data measures main computer in the home only.
    The number of people reading a newsbrand on the main computer in the home in the last 7 days is 10.8m.

    Each month:

    Average user: 38 page views vs. newsbrand reader: 55 page views
    Average user: 43 minutes a month on site vs. newsbrand readers: 61 minutes a month on site

    818,000 visit the site 11+ times each month (1.9%), 415,000 newsbrand readers visit 11+ times (3.9%) – meaning they are 99% more likely to visit 11+ times each month

  • People who access newsbrands on their mobile phone are more than twice as likely to visit MoneySuperMarket, comparethemarket and GoCompare on their device than the average mobile phone internet user. They are also almost twice as likely to visit confused.com
  • Newspapers had the greatest impact on AXA brand measures among affluent core target
    Newspapers were the most powerful medium for influencing the opinions of the Successful Securities target.
    Although just a quarter of AXA’s spend was in newspapers, they were responsible for driving 57% of the increases in AXA key brand measures.
    Outdoor rail used the same creative, but newspapers delivered a significantly stronger impact in relation to spend. High frequency helped drive outdoor rail’s contribution, but low coverage of the core audience (21%) restricted its scale.
    TV had a limited effect for the core audience, mainly generating buzz and a sense that AXA is responsive to customer needs.
    TV was more successful among the broader total sample, generating 52% of overall uplifts in AXA brand measures for 54% of spend.
    But newspapers were still the only medium to deliver a greater share of uplifts (30%) than their share of spend (25%).
  • Newspapers were pivotal to multi-media campaign performance
    Millward Brown’s CrossMediaTM model shows how AXA key measures increased throughout the campaign, and which combinations of media drove the uplifts. It also simulates the build if the campaign had continued with additional spend.
    Adding newspapers to the schedule created a higher, faster increase in brand measures. It is also clear that newspapers’ contribution could not have been matched by a combination of TV and outdoor rail only, even if spend had been tripled.
  • Newspapers were the lowest cost medium for driving AXA brand KPIs
    Newspapers’ combination of accurate targeting, high coverage, relevant context and an audience that is attentive and interested proved a powerful force for AXA.
    It meant that newspapers were the most cost-efficient medium for improving AXA brand health, as well as being the most effective.

    The difference was particularly striking among the core Successful Securities target audience. Newspapers were nearly twice as cost-effective as outdoor rail, and more than seven times more cost-effective than TV.
    Even among the broader sample, where TV had more impact, newspapers still delivered a better return on investment.
  • The MoneySuperMarket.com brand tracker shows that exposure to newspaper advertising improves brand perceptions, compared to the total sample.

    In Scotland, where the newsbrand activity augmented the TV campaign for car insurance, we see that the newsbrand audience has a 5 % point increase in the
    belief that MoneySuperMarket.com “saves me lots of money”, a key measure that is hard to shift.

    The newsbrand campaign also delivers strong improvements in preference and differentiation, with a 33 % point improvement in the measure “are better than
    other comparison websites”.

    The full case study can be found here.
  • The creative in England and Wales featured financial products.
    Again, among the newsbrand audience we see an increase in the measures for breadth of range and “saves me lots of money”, as well as for a belief that MoneySuperMarket.com outperforms its rivals.
  • We also see shifts in claimed recent visits among the key audience, with an increase of 10 % points in those claiming to have visited in the last few days/last week/last month.
  • With such high volume traffic to MoneySuperMarket.com, a small shift in visits or enquiries has a significant impact on business.
    The newsbrand campaign accounted for a 6.2% average increase in traffic to money-based products, such as loans and ISAs.
  • As part of the test we used the MoneySuperMarket.com model, which looks at the web traffic source to analyse the effectiveness of the different
    newsbrand formats - print, online and tablet. The model identified that there was a newsbrands’ campaign effect across platforms, with all formats prompting an increase in visits.
    The model found that print newspapers are the most effective in generating a higher volume of visits, accounting for 0.33% contribution to the total.
  • The immediate and sizeable impact of newsbrands means that there is a good return on investment for the newsbrand campaign.

    The short-term ROI was £0.43 return for every £ spent.

    MoneySuperMarket.com estimate that the long-term effect will be two and a half times the short-term effect, leading to a projected return on investment of £1.08 per £ spent on newsbrands.

    The full case study can be found here: http://www.newsworks.org.uk/Research-Centre/moneysupermarketcom-case-study
  • Newsbrands and finance

    1. 1. 1 Newsbrands and finance
    2. 2. Newsbrands have a wealthy audience…
    3. 3. They reach of ABC1s every month…
    4. 4. And of people earning over
    5. 5. It’s no wonder that their readers are so financially active…
    6. 6. 6 Newsbrand readers are into financial news… Newsbrands reach 9m people interested in finance news every day Newsbrand is print and online. Source: NRS PADD Apr 2013 - Mar 2014 + comScore Mar 2014 Daily newsbrand readers are 29% more likely than average to be interested in personal finance or business news
    7. 7. 7 …and they’re into financial advertising Daily print readers are 26% more likely to be interested in financial advertising Index vs all adults. Source: GB TGI Clickstream 2014 Q1
    8. 8. Newsbrand readers know more about finance… Of people who say they have a large amount of knowledge about financial services are newsbrand readers Source: GB TGI Clickstream 2014 Q1
    9. 9. …And influence other people’s financial decisions Of people who are very likely to convince others about financial services are newsbrand readers Source: GB TGI Clickstream 2014 Q1
    10. 10. 10 Newsbrand readers look to ads for information… Weekly readers of newsbrands in print or on a desktop/laptop. Source: IPA TouchPoints 5 more likely to agree that advertisements are a helpful source of information for a small purchase of £20 or less
    11. 11. …young newsbrand readers too More likely to say that advertising was the most or second most important factor in choosing their credit card Source: GB TGI Clickstream 2014 Q1 Of daily newspaper readers aged 18-34 6.0% 3.6% Of all 18-34 year olds
    12. 12. They are more likely to visit financial websites… of newsbrand readers visit business and finance websites each month Source: comScore April 2014
    13. 13. 13 …and are more likely to keep track of their finances online Based on all internet users in the last week. Frequency of financial transaction is at least weekly. Source: IPA TouchPoints 5 use the internet to pay bills online use the internet for checking their stocks or shares visit personal finance websites Online newsbrand readers are more likely to…
    14. 14. 14 are also more likely to be financially active… Based on all internet users, via laptop/desktop aged 18-34, in the last week. Frequency of financial transaction is at least weekly. Source: IPA TouchPoints 5 Young online newsbrand readers are more likely to… use the internet to pay bills online use the internet for checking their stocks or shares visit personal finance websites
    15. 15. Young online newsbrand readers are planning some major financial investments Index versus weekly internet users aged 18-34 Source: IPA TouchPoints 5 Buy a house/flat 123 Take out a new mortgage 121 Take out Investments/Increase savings 116 Spend over £2000 on home improvements 114 Plans in the next 12 months…
    16. 16. Newsbrand readers are big spenders of people who spend over £1250 on their credit card each month read a newsbrand Source: GB TGI Clickstream 2014 Q1 They are more likely to do so
    17. 17. 17 And newspaper readers are bigger investors £30,368 £27,386 £27,108 £23,384 £21,389 Newspapers Internet TV Women's Magazines Commercial Radio Average value of savings and investments Heavy users Source: GB TGI Clickstream 2014 Q1
    18. 18. 18 Newspaper readers also use a wide range of financial products 119 103 103 95 90 113 98 94 87 83 110 101 102 97 106 Newspapers Internet Radio TV Women's Magazines Stocks and Shares Premium Bonds ISAs Heavy users index vs UK average Source: GB TGI Clickstream 2014 Q1
    19. 19. 19 Online newsbrand readers use the biggest banking brands Index vs average internet user 122136 136 120 126 118 Visited in the last 7 days. Source: GB TGI Clickstream 2014 Q1 140
    20. 20. 20 A more active and engaged audience 42% more likely to visit the site at home 32% longer on the site 42% more page views 2x more likely to visit 11 or more times Monthly vs average internet user. Uses metered data – measures home access only. Source: GB TGI Clickstream 2014 Q1
    21. 21. Comparison sites
    22. 22. Online newsbrand readers are comparison fans Confused.com 132 MoneySuperMarket.com 132 CompareTheMarket.com 130 GoCompare.com 113 Source: comScore February 2014
    23. 23. Mobile newsbrand readers are particularly likely to compare prices Confused.com 196 MoneySuperMarket.com 258 CompareTheMarket.com 232 GoCompare.com 226 Source: comScore GSMA February 2014
    24. 24. Case Studies
    25. 25. AXA
    26. 26. 26 AXA • In 2012, AXA faced some major challenges: awareness of their full product range was low, it faced stiff competition from more famous brands and the recession was ongoing • AXA needed to create a unified, differentiated and more emotionally engaging brand image as well as promoting its individual products • The study showed that newspapers were the most cost-efficient medium for building AXA’s overall brand values and creating awareness of their three core business strands – health insurance, investment and motor insurance
    27. 27. 27 Newspapers had the greatest impact on AXA brand measures among the core target Newspapers TV Outdoor Rail 54% 25% 21% Share of spend 17% 57% 26% Share of uplift in AXA key brand measures - Successful Securities core target (awareness, consideration, image) Source: Millward Brown CrossMedia™
    28. 28. 28 Newspapers were pivotal to multi-media campaign performance 0% 50% 100% 150% 200% 250% 300% ImpactonAXAkeymeasures % Campaign spend SimulatedActual Newspapers, TV and Outdoor Rail Newspapers and TV TV and Outdoor Rail TV
    29. 29. 29 Newspapers were lowest cost medium for driving AXA brand KPIs £2.60 £19.37 £4.78 Cost of 1% uplift in AXA brand measures - Successful Securities core target (awareness, consideration, image) £m Newspapers Outdoor RailTV Source: Millward Brown CrossMedia™
    30. 30. MoneySuperMarket
    31. 31. 31 MoneySuperMarket MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities. MoneySuperMarket.com undertook two large-scale regional tests – in Scotland and in England & Wales – in order to isolate the effects of adding newsbrands to their media plan across print, online and tablet formats The brand tracker showed that exposure to newspaper advertising improved brand perceptions; delivered strong improvements in preference and differentiation; and had a halo effect on a wider range of products
    32. 32. Newsbrands drive brand differentiation and preference % difference in change of perceptions of the brand. Newspaper readers vs all sample Saves me lots of money Their advertising makes me think better of them than I used to Is the first site I would go in future when looking for savings and borrowing products Are better than other comparison websites SCOTLAND Source: MoneySuperMarket.com
    33. 33. % difference in change of perceptions of the brand. Newspaper readers vs all sample Offer a broad range of savings and borrowing products Saves me lots of money Is the first site I would go in future when looking for insurance products Are better than other comparison websites Newsbrands drive brand differentiation and preference ENGLAND & WALES Source: MoneySuperMarket.com
    34. 34. Newsbrand advertising saw an increase in claimed recent visits by 18-34s Source: MoneySuperMarket.com tracking
    35. 35. Average increase in web visits for money products in England and Wales Newsbrands successfully increased visitor traffic for a wider range of products Source: MoneySuperMarket.com
    36. 36. All newsbrand platforms were effective at increasing visits 0.33% 0.12% 0.24% PRINT ONLINE TABLET Site visits generated Source: MoneySuperMarket.com model
    37. 37. Newsbrands’ ROI keeps on growing Source: MoneySuperMarket.com
    38. 38. Conclusions Newsbrands have a wealthy audience who invest their time and money in the financial sector Readers are more interested in, and more influenced by, financial advertising Newspapers were the most powerful medium for improving AXA brand measures, and newsbrand platforms were very effective at driving visits to MoneySuperMarket.com Newsbrand readers invest in a wide range of financial products and services

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