Newsworks Comet effectiveness study
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Newsworks Comet effectiveness study

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See how the electrical retailer saw marked success thanks to coupling a newspaper brand campaign with TV and a tactical newspaper burst.

See how the electrical retailer saw marked success thanks to coupling a newspaper brand campaign with TV and a tactical newspaper burst.

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  • TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.
  • TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.
  • These heavy TV viewers are more downmarket than the Comet user profile.
  • Analysis of the data focuses on a comparison of:1) Those who recognise any of the TV advertising but no newspapers (TV solus)2) Those who recognise both the TV and newspaper advertising (TV + NP)3) Those who recognise the brand TV ad – but no newspaper ads (Brand TV only)4) Those who recognise both brand TV and brand newspaper ads (Brand TV + brand NP)5) Those who recognise the brand newspaper ads (Brand NP)6) Those who recognise the tactical newspaper ads (Tactical NP)7) Those who recognise the campaign (TV + Brand NP + Tactical NP)
  • Brand Dynamics analysis measures brand equity, describing the customer’s journey to loyalty. The strength of the relationship correlates with share of category expenditure, with Bonding representing the strongest brand relationship and share.Comet enjoys a strong presence in the electrical retail market and comparatively good levels of bonding, especially among newspaper readers. Encouragingly, the greatest forward momentum due to the campaign was among those exposed to both the TV and the newspaper ads. Bonding increased by 5% points among TV + newspaper recognisers – an increase of 33%; whereas among those only exposed to TV, bonding levels fell back.

Newsworks Comet effectiveness study Newsworks Comet effectiveness study Presentation Transcript

  • The Proof The business case for newspaper advertising as part of the media mix
  • 2 Adding brand ads in newspapers strengthens brand equity and drives visits • Brand bonding up a third with TV plus newspapers • Brand newspaper ads improved Comet image on key service aspects • Newspapers stimulated 29% increase in people choosing Comet on last visit to buy electricals Customer service proposition strongly enhanced Brand newspapers communicated customer service elements in significantly greater breadth and depth Branding, communication of customer service, emotional engagement and persuasion of the TV brand ad were all improved when seen alongside a linked brand campaign in newspapers Comet: Headline results
  • 3 TV and national newspapers 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. Media profiles are complementary Together, the brand impact should be stronger than either medium separately Test hypothesis: Newspapers are perfect partners to TV
  • ““This is the second time we have partnered with Newsworks and once again we were delighted with the results achieved during the campaign. We gained valuable insight into the power of using both tactical and brand newspaper adverts alongside the TV brand ad and fascinating learnings on the powerful multiplier effect of a TV plus newspaper campaign.” Susan Wilkinson General Manager of Marketing, Advertising Comet The client’s view Kellogg’s and Optivita are registered trademarks of Kellogg Company 4 Newspaper creative
  • Comet: The creative work Newspaper creative TV creative 5
  • TV naturally delivers ½ of campaign weight to heaviest ⅓ of viewers Source: BARB analysis of Comet TV campaign – Adults 54% 32% 14% Heavy Medium Light Comet TV campaign Share of campaign weight by light, medium & heavy TV viewers 6
  • Comet TV campaign Analysis of heavy TV viewers by social grade % 7 Heavy TV viewers more DE than brand profile Source: BARB analysis of Comet TV campaign – Adults/TGI 2009 Q1 Comet Adults user profile AB C1 C2 DE 42 16 21 22 25 32 12 30 Heavy TV viewers social class Comet TGI profile
  • Over ½ of heavy TV viewers are unemployed Source: BARB/Markdata analysis – Adults 55% 33% 12% Heavy TV viewers – Analysis of Employment status 8 Unemployed (inc. retired) Full-time Part-time
  • Newspaper audience delivery indexed against commercial TV Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London Source : BARB Jan – Jun 2009 / NRS Jan – Jun 2009 121 139 107 161 111 145 Men 16-24 25-44 AB C1 London TV: Index v Popn 87 71 92 66 90 82 NPs: Index v Popn 105 99 98 106 100 119 Commercial TV indexed @ 100 9
  • The findings 10 Comet
  • Sept 08 Oct 08 Nov 08 Dec 08 £m Media Target Audience: Adults 35-70 Brand TV 1.0 Tactical TV 2.6 Brand Newspapers 0.6 Tactical Newspapers 1.4 Online Newspapers 0.1 Research Dates Millward Brown Pre-wave Post-wave 11 Comet: Test detail Media Plan 272 TVRs Campaign objective Differentiate Comet on the basis of great customer service 1044 TVRs Sample: 729 ABC1 Adults 30–55, with children Media Source: NMR/BARB/NRS 420 GRPs 995 GRPs 420 GRPs
  • 9 51 61 81 94 Adding newspapers boosts brand equity and strengthens bonding by a third 20 64 70 88 98 Bonding -7 +5 Advantage -1 +4 Performance -7 +5 Relevance -7 +3 Presence -1 0 TV Solus TV + NP Brand Dynamics equity analysis post-wave % points change on pre-wave 12
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  • Brand TV advertising strongly suggests % answering Adding brand newspaper ads significantly improves TV ad communication 23 24 32 32 51 58 +20 +22 +14 +18 +16 +12 Have excellent customer service Offer value for money Is an electrical retailer you can trust Have in-depth knowledge about the products they sell Are specialists in electrical products Can help you find the product the best meets your needs 18 Brand TV only Brand TV + brand NP Additional impact of tactical NP:+26
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  • Newspaper ad recognition above norm 58 73 85 Recognition – Newspaper ads % recognising 46 31 20 Comet tactical NP Comet brand NP Millward Brown print norm (326 ads) 20
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  • Adding brand newspapers prompts a 47% increase in call to action Advertising measures – Call to action Gives me a reason to go out and shop at Comet Top 2 Box % 25 58 76 85 93 Brand TV only Bran TV + tactical NP Brand TV + Brand NP Campaign: Brand TV + tactical TV + brand NP + tactical NP +60+47+31
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  • Adding brand newspaper ads drives re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 28 59 65 78 84 Brand TV only Bran TV + tactical NP Brand TV + Brand NP Campaign: Brand TV + tactical TV + brand NP + tactical NP