• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Newsworks np vs_mags
 

Newsworks np vs_mags

on

  • 359 views

Newspapers delivered 25% more impact and 18% higher ad recognition

Newspapers delivered 25% more impact and 18% higher ad recognition

Statistics

Views

Total Views
359
Views on SlideShare
276
Embed Views
83

Actions

Likes
0
Downloads
4
Comments
0

1 Embed 83

http://www.newsworks.org.uk 83

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Advertising in national newspapers is a great way to launch a campaign to connect with women.New NMA research among 445 women has shown that advertisers’ messages to women have a powerful impact in newspapers. And that those ads stick in women’s minds.Both effects are stronger in national newspapers than in the women’s magazines on which many female-targeted brands focus their campaigns.The research also found that women put a very high value on reading their newspapers and are more likely to act on the advertising they see there.Newspapers offer a unique combination of: Mass reach: 11.9m women aged 16-60 read newspapers in an average week – 3.9m more than read a magazine.Engagement: Newspaper advertising gets noticed in an environment where readers are on the lookout for ideas and information in a medium they trust to be well-informed and to be straight with them.Right-now delivery: 96% of newspaper readers read on the day of publication, compared to 20% for women’s weeklies and 4% for women’s lifestyle monthlies.That combination makes national newspapers the ideal medium to kick-start a campaign, launching the advertiser’s message into the marketplace and ensuring that the campaign is highly visible from the outset.
  • In the research, an average of 40% of women marked the test ads in newspapers, against 32% in magazines.NMA research has consistently shown that women like to see advertising that is aimed at them in their newspapers. They often feel that newspaper ads are all about “men’s stuff”, like motors. Seeing ads for such high-interest products as cosmetics and toiletries was, they said, a pleasant surprise.Ads that speak to them are in tune with the significant female-targeted editorial – newspapers feature more fashion, lifestyle and celebrity coverage than ever before, especially in the high-status, high-interest, high-impact main newspaper. Women said ads in newspapers stood out more than in magazines because there were fewer of them – they spoke about feeling “swamped” by magazine ads, and said they seemed to “morph into each other”.
  • Ad recognition averaged 71% in newspapers – 11% points above the magazines average – with a top score of 88% for the Dior ad in The Daily Telegraph.And of course, as readership is significantly higher, this will have a considerable impact on response levels.
  • Exploring beyond the headline results consumers were asked to provide as much detail as possible about what the advert was advertising and what it was about the advert that had made it stick in their minds.
  • The research suggests that the newspapers’ ability to communicate strongly and memorably is related to the high value that women put on reading their newspapers.The women said that newspapers, much more than magazines, give them comprehensive information that’s bang up-to-date, and presented in a way that engages with them so that they enjoy the process of getting informed. While newspapers, with their right-now deadlines, have a natural advantage over magazines when it comes to news, the research found that newspaper features were also more likely to be regarded as cutting-edge.Underlining previous NMA research in which women said they make sure that they carve out time in their busy lives to read the newspaper.
  • Not only do newspapers have a high status for their readers, the research also underlined how useful readers find both the editorial and the advertising in their papers.Useful articles and ads can be ripped out to be consulted during a shopping trip. And ads can get extra energy from placement near relevant editorial.The high status of newspapers has a positive impact on newspaper advertisers – 72% of the women in the research agreed that companies that advertise in newspapers “show they are really confident in the product”.
  • To measure the impact of newspapers relative to magazines, a broad range of adverts covering a wide cross-section of advertising and publications was used.
  • To measure the impact of newspapers relative to magazines, a broad range of adverts covering a wide cross-section of advertising and publications was used.
  • To measure the impact of newspapers relative to magazines, a broad range of adverts covering a wide cross-section of advertising and publications was used.

Newsworks np vs_mags Newsworks np vs_mags Presentation Transcript

  • Newspapers‟ Impact Study Adding a „wow‟ kick-start to magazine campaigns
  • Contents Key Metrics: Summary of research results Reasons Why Perceptions The advantages Full methodology details
  • • Newspaper ads have more standout and are better-remembered • Mass reach: 11.9m women 16-60 year olds read newspapers in an average week - 3.9m more than read a magazine • Right now delivery: 96% of newspaper readers read on the day of publication vs 20% for women‟s weeklies and 4% for women‟s lifestyle monthlies • Women trust newspapers to be well informed and straight with them • Women are more likely to act on newspaper ads Newspapers have the wow factor to kick-start campaigns
  • The women were first asked to read the papers and magazines as they would normally, and put a post-it note on anything that caught their attention. At this stage they had been given no indication what categories the researchers were interested in, and advertising was not mentioned. They were simply highlighting anything that caught their attention. A follow-up stage asked women about advertising they had seen in the publications. Based on: 11 ads in both newspapers and magazines 445 women aged 16-59 IMPACT AND AD RECOGNITION
  • Readers of quality newspapers and monthly magazines Readers of popular/mid newspapers and weekly magazines The Daily Telegraph December 3, 2010 Fractional, over two pages – pages 3&5 Vogue December 2010 Double-page spread – Pages 36 & 37 Daily Mirror December 3, 2010 Full page – Page 30 Woman‟s Own December 6, 2010 Full page – Page 66 SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR QUALITY NEWSPAPER AND MONTHLY MAGAZINE READERS 142) SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS 148) Respondents were matched with reading preferences for example…
  • NEWSPAPERS ADS ACHIEVE 25% HIGHER STANDOUT SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR NEWSPAPER AND MAGAZINE READERS 445) Newspapers deliver 25% more impact
  • SOURCE: THE DAILY TELEGRAPH, 27 JULY % OF WOMEN MARKING AD WITH POST-IT NOTE You can‟t miss it, the model and her pose draw you in and the size of the print and product catch your eye “ ” SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142) Standout in newspapers higher than magazines
  • Distinctive advert, hard to ignore Love the perfume/colours used in this advert “ ” % OF WOMEN MARKING AD WITH POST-IT NOTE
  • % OF WOMEN MARKING AD WITH POST-IT NOTE Can‟t miss this one “ ”
  • NEWSPAPER ADS GAIN 18% HIGHER RECOGNITION SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR NEWSPAPER AND MAGAZINE READERS 445) Ten of the 11 ads were recognised more strongly from newspapers than from magazines Newspaper advertising sinks in deeper
  • SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR QUALITY NEWSPAPER AND MONTHLY MAGAZINE READERS 142) % RECOGNISING Stronger recognition In newspapers than monthly
  • % OF WOMEN MARKING AD WITH POST-IT NOTE Love the picture, makes me want to try out different recipes “ ” Looks very appetising, I might try this one “ ”SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155) Standout in newspapers higher than magazines
  • % RECOGNISING % RECOGNISING SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS 148) SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155) Standout in newspapers higher than magazines
  • NEWSPAPER ADVERTISING ACHIEVES HIGHER STANDOUT & RECOGNITION BY… CREATING INTEREST Consumers were asked why they thought the advert had stood out more/ the same in the newspaper vs magazine. Initially it was the leopard cub that made me notice this advert, then I saw that it was an advert for the Cartier brand – very simple, very effective I thought “ ” Crisp colour scheme, the use of a baby cub, elegant and eye-catching writing, two page spread SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142) What is it about newspapers and these adverts That powered the newspaper results?
  • CELEBRATING TOPICALITY SPARKING IDEAS CAPTURING THE MOOD SURPRISING AND DELIGHTING SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS 148) SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS 148) SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142) SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS 148) It was very clear and drew my Attention It‟s big and bold “ ” It had a suggestion of how to use Hellmann‟s mayo with leftover turkey. I love mayo so it stood out to me! “ ” The advert was in cartoon form which made me feel attracted to look at it. It was advertising how they can help you get energy fit The little cartoon mice trying to get under a door really sticks in my mind for E.ON “ ” I think the black and white and „sparkle‟ factor made it stick out “ ” It‟s a really good ad & gives the bubbly feeling of enjoying drinking champagne
  • 93 % 79 % 76 % 74 % 61 % 41 % 47 % 49 % 72 % 25 % PERCEIVED STRENGTHS OF NEWSPAPERS COMPARED TO MAGAZINES Provides information that is current and up to date Reading is a ritual that keeps me in touch Gives me ideas and things to talk about More informative than other media Offers cutting edge features NEWSPAPERS MAGAZINES SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR NEWSPAPER AND MAGAZINE READERS 445) Reading the paper is often part of a ritual, like sitting down for a coffee break. It is built into her day. Newspapers are essential for women
  • They see their product reviews as more objective, so they are more likely to use the paper as a source of ideas – most said they had tried products advertised in their newspaper. Confidence in papers adds value for advertisers
  • AGREE Seeing ads next to related articles makes them more memorable and relevant QUALITY READERS AGREE Seeing food, cosmetics, snac ks, household and utility adverts in a newspaper make them feel that their paper was including things that interest them personally Prefer newspaper reviews as they are more objective AGREE Companies that advertise in newspapers show they are really confident in the product Often try the products that have been reviewed Often rip out a newspaper clipping and refer to it while shopping NEWSPAPERS DRIVE ACTION Women‟s perceptions of newspapers
  • STATURE OF NEWSPAPER “If a reader spotted the ad in their usual newspaper, it might lead to purchase, because newspapers are more “serious” than magazines. So they might think that the newspaper somehow endorses the product or makes it more acceptable and attainable.” NEWSPAPER CREDIBILITY “I think magazines don‟t actually rate their products, they are just there because they have booked space – probably very cynical of me to believe it. But I think the papers compare things and probably look at the goods before they put them in.” LESS CLUTTER “Adverts stand out more as there are fewer of them in newspapers.” SURPRISE FACTOR “It could really stand out from all the other advertising there is in newspapers right now..” Newspapers have clear advantages for consumers…in their words…
  • SALIENCY “Reaches a wider audience on a more regular basis, would keep the brand fresh in people‟s minds.” SPEED OF COVER BUILD “National newspapers tend to be read by thousands of people so you are going to appeal to the customer in a faster way.” IMMEDIACY “I believe the offers more in a newspaper. I don‟t know why. Maybe it is because it‟s more current and it‟s daily and you know it‟s up to date. With magazines, you probably think that it‟s out of date.” SCALE OF AUDIENCE REACH “A wider cross section of the public read the newspaper more, so more people will be viewing the ad, whereas magazines are targeted to specific gender and age group with specific interests which do not cover a large section of the public.” Newspapers have clear advantages for consumers…in their words…
  • People read it, especially on trains later in the day when they want a drink Examples of comments for Alcohol Editorial Context SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142) Newspapers tend to have reviews by respected wine critics, as well as their suggestions as to what to try in the drinks market, if you have previously enjoyed suggestions made by their critic, you are more likely to try another of their suggestions Greater captive audience, possibility of more affluent background and therefore more likely to purchase champagne Proximity To Use Reaching High Value Customers Newspapers have clear advantages for consumers
  • Catch people looking for a quick and easy supper Tapping into the mindset People looking for bargains in the newspaper will find it Fits with behaviour Wider readership – males and females of all ages on a more regular basis Tapping into the mindset SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155) Newspapers have clear advantages for consumers Examples of comments for Food
  • More likely to reach men who would choose perfume based only on advert. Men often buy perfume for Christmas and birthdays and would probably feel that a perfume which was advertised would probably have a status! Reaching the Purchaser Size Creates Impact Newspapers are often larger therefore allowing for full page or even two page spreads Surprise Element It would be less expected so would have a greater impact, also it would reach a wider audience SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142) Newspapers have clear advantages for consumers Examples of comments for Fragrance
  • Many people eat chocolate when reading a newspaper; the two go together. Also, people buy newspapers at the newsagents which also sell chocolate Snacking Occasion Wider readership on a more regular basis. The more often people see it the more they will remember it, and the more likely they are to make it their first choice when buying Could encourage an impulse purchase at the train station if people are reading it on the way to work Target people when they are travelling and might prompt a purchase whilst hungry and en route Saliency Impulse Proximity To Purchase SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155) Newspapers have clear advantages for consumers Examples of comments for Chocolate
  • Wider coverage and a greater diversity of readers, so more exposure for your product Less Cluttered Less Cluttered Greater Exposure Larger pages to show the product and grab the attention It is more likely to be noticed because there are fewer adverts in newspapers; and larger adverts are more likely to capture attention. In magazines, there are too many advertisements and they all look the same after a while. This doesn‟t happen in newspapers SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142) Newspapers have clear advantages for consumers Examples of comments for Luxury Accessories
  • I think it is good to know where and when offers are in stores for Cosmetics Immediacy Impact SOURCE: KANTAR MEDIA/POPULAR MARKET READING & NOTING STUDY,DEC10 (WOMEN 148) Appeals to both male and female, can be ripped out and kept as a reminder by the person reading the newspaper Easy Portable Reminder I think more people would take a double look at the advert in the newspaper Newspapers have clear advantages for consumers Examples of comments for Cosmetics
  • People tend to take products advertised in newspapers more seriously Stature & Authority More attentive audience SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155) People spend longer and concentrate more when reading daily newspapers than weekly women‟s mags Wide readership; all sorts might buy air freshener and you‟re not restricting your readership. Somehow seems more serious in a newspaper Broader Reach Newspapers have clear advantages for consumers Examples of comments for Household
  • Newspaper ads sometimes stand out a bit more because newspapers have fewer advertisements Less Cluttered Editorial context SOURCE: KANTAR MEDIA/POPULAR MARKET READING & NOTING STUDY,DEC10 (WOMEN 148) The readership is looking for concrete information and probably reads the paper thoroughly A newspaper is bought by all kinds of people and the ad would have a broader audience type Editorial context Newspapers have clear advantages for consumers Examples of comments for Energy Provider
  • Research approach All regular national newspaper readers: • Readers of “Quality” titles: exposed to Cartier, Moët, J‟adore Dior ads • Readers of “Mid-market” titles: exposed to Dolmio, Air Wick, Galaxy, Purina ads • Readers of “Popular /Mid-market” titles: exposed to Pringles, e.on, Hellmann‟s, L‟Oréal Revitalift ads All also read women‟s magazines nowadays: • Weeklies readers: one cell exposed to Dolmio, Air Wick, Galaxy, Purina ads and one cell exposed to Pringles, e.on, Hellmann‟s, L‟Oréal Revitalift ads • Monthlies readers: exposed to Cartier, Moët, J‟adore Dior ads • All main or joint household shoppers Newspapers and magazines carrying relevant ads sent to respondents with instructions to attach Post-it notes to anything that stood out/captured attention (no mention of ad test or product category). Publications returned for analysis Online follow up: media perceptions, ad awareness, category ad awareness, recognition & diagnostics 11 ads in both newspapers & magazines 445 women aged 16-59 Full methodology details
  • Creative tested: Quals & monthly magazines The Daily Telegraph Friday, December 3, 2010 Fractional, over two pages – pages 3&5 Vogue December 2010 Double-page spread – Pages 36 & 37 The Times Thursday, Nov 18, 2010 Full page – Page 15 Vogue December 2010 Full Page – Page 34 The Daily Telegraph Friday, December 3, 2010 Double-page Spread – Pages 8&9 Vogue December 2010 Double-page spread – Pages 50 & 51 Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142) The Sunday Times Sunday, December 5, 2010 Full page – Page 9 Range of publications and ads tested
  • Creative tested: Popular/Mids & weekly magazines Daily Mirror Tue, Nov 23, 2010 Fractional, page 6 Woman‟s Own December 6, 2010 Full Page – Page 44 Daily Mirror Fri, Dec 3, 2010 Full page, page 36 Woman December 6, 2010 Full Page – Page 36 Daily Mirror Fri, Dec 3, 2010 Full page – page 30 Woman‟s Own December 6, 2010 Full Page – Page 66 Evening Standard Mon, Nov 29 2010 Full page – Back cover Woman December 6, 2010 Double page spread – pages 26 & 27 Source: Kantar Media Dec10 (Women regular Mid-market newspaper and weekly magazine readers 155) * Reprinted for newspaper research * * Range of publications and ads tested
  • Range of publications and ads tested Creative tested: Mids & weekly magazines Source: Kantar Media Dec10 (Women regular popular /mid newspaper and weekly magazine readers 148) Daily Mail Mon, Nov 22, 2010 Full Page – Page 26 Woman‟s Own November 15, 2010 Full Page – Page 38 Daily Mail Mon, Nov 22, 2010 Full Page – Page 24 Woman‟s Own November 15, 2010 Full Page – Inside back cover Evening Standard Wed, Nov 10, 2010 Full Page – Page 28 Woman‟s Own November 15, 2010 Full Page – Page 4 Daily Mail Mon, Nov 22, 2010 Fractional – Page 55 Woman‟s Own November 15, 2010 Full Page – Page 22 * Reprinted for newspaper research *