Truly Madly Deeply

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An in-depth study with MTM into the relationship between consumers and the different providers of news content.

Published in: News & Politics, Business
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Truly Madly Deeply

  1. 1. Truly Madly Deeply Mapping needs, meaning and content in newsbrands
  2. 2. What we did 2 week newsbrand diary and deprivation task 6 x 8 person x 2 hour workshops London, Birmingham & Leeds Online survey 1000 respondents representative of national news readership Depth interviews 12 respondents from workshops – in home
  3. 3. TV news Social media Radio news Other news websites providers Newsbrands News sources Aggregators
  4. 4. You need the news so you’re on the ball and can be quizzed in your field Being in the know
  5. 5. I use it for banter at work – we all read the same football columns Being in the know Fuelling conversation
  6. 6. It helps me unwind at the end of a long day Being in the know Fuelling conversation Relaxing/ me-time
  7. 7. I like feel-good stories, people overcoming their backgrounds and succeeding – it’s inspiring Feeling uplifted Being in the know Fuelling conversation Relaxing/ me-time
  8. 8. It’s always been part of my daily routine, I just like to keep up to date Feeling uplifted Ritual & routine Being in the know Fuelling conversation Relaxing/ me-time
  9. 9. I’m always flicking through the apps when it’s quiet Passing the time Feeling uplifted Ritual & routine Being in the know Fuelling conversation Relaxing/ me-time
  10. 10. TV Newsbrands RadioSocial media Aggregators Other news websites 91% 71% 58% 47% 36% 24% 65% 71% 58% 47% 19% 24% All brands Commercial brandsPopularity
  11. 11. THE NEWS
  12. 12. IDENTIFICATION ‘SPEAKS TO ME’ TRUST IN THE CONTENT
  13. 13. https://www.youtube.com/watch?v=ZNXNgG4NGW8
  14. 14. Being in the know 64% 52% 15% 18% 30% 33% Fuelling conversation 69% 34% 19% 27% 22% 37% Relaxing/me-time 54% 25% 19% 23% 16% 34% Feeling uplifted 55% 23% 10% 27% 18% 34% Ritual & routine 72% 35% 16% 18% 25% 31% Passing the time 64% 24% 22% 35% 23% 39% Meeting the need states
  15. 15. Fuelling conversation 1st Relaxing/me-time 1st Feeling uplifted 1st Ritual & routine 1st Passing the time 1st Being in the know 1st Meeting the need states
  16. 16. film_need states https://www.youtube.com/watch?v=Le_2ZYklX8c
  17. 17. 0% 10% 20% 30% 40% 50% 60% 70% 80% Newsbrands TV Radio Other news websites Aggregators Social media The biggest stories/ headlines A short overview An in-depth analysisJournalists/ columnists/presenters Opinions on the stories of the day News fast and slow SlowFast Newsbrands TV Radio Other news websites Aggregators Social media
  18. 18. https://www.youtube.com/watch?v=5KMUFSp7piM
  19. 19. https://www.youtube.com/watch?v=2ombLxCTCsM
  20. 20. 61% 52% 46% 71% 70% 62% 58% 55% 43% Trustworthy Relevant to me Makes me feel involved Print only Print and online Online only Multi-platform strength
  21. 21. Faster Non-readers Recognise ad from newsbrand Stronger deeper associations Relevant to me 0% 10% 20% 30% 40% 50% 60% 70% 80%
  22. 22. Faster 0% 10% 20% 30% 40% 50% 60% 70% 80% Non-readers Recognise ad from newsbrand Stronger deeper associations Non-readers Recognise ad from newsbrand Makes me want to find out more
  23. 23. 0% 20% 40% 60% 80% Recognise ad from newsbrand Non-readers 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% Faster Faster Faster IntelligentTrustworthyFun
  24. 24. Shared emotional values Trustworthy Fun Intelligent Relevant to me 61% 57% 52% 42% +19% +10% +18% +10% Agree with advertiser brand values Improvement among readers who feel the same value applies to their newsbrand
  25. 25. https://www.youtube.com/watch?v=g5zQUZXgDjc
  26. 26. Newsbrands appear to fulfil all of these need states best. This creates a strong emotional relationship between newsbrands and their users News content is important to people – and addresses many need states The relationship is becoming more entrenched due to new digital platforms All of this is creating a powerful emotional context for advertisers – brand ‘rub’
  27. 27. Truly Madly Deeply Mapping needs, meaning and content in newsbrands

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