Newspaper advertising

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Newspaper advertising

  1. 1. PgNational Newspapers – Fingertip facts
  2. 2. 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.
  3. 3. Pg Campaign cost & cover – selected groups National newspapers offer a cost-effective way toengage with consumer across a range of products and services
  4. 4. Pg Main supermarket shopper£1.2m buys…Page colour campaignCampaign reach: 19.5m70% cover @ 5 OTS
  5. 5. PgBuy dog food £370k buys… 25x4 colour campaign Campaign reach: 5.6m 70% cover @ 5 OTS
  6. 6. Pg Eat Walkers crisps at least once a week£350k buys…25x4 colour campaignCampaign reach: 13.8m70% cover @ 5 OTS
  7. 7. Pg “Prepared to pay more for foods that don’t contain additives£1.2m buys…Page colour campaignCampaign reach: 15.2m70% cover @ 5 OTS
  8. 8. Pg Used probiotic yoghurt in last week£1m buys…Page colour campaignCampaign reach: 10.5m70% cover @ 5 OTS
  9. 9. Pg Spend at least £5 per month on skincare products£1.2m buys…Page colour campaignCampaign reach: 9m70% cover @ 5 OTS
  10. 10. Pg 1 Used hay fever remedies in last 12 months£410k buys…24x5 colour campaignCampaign reach: 6.2m70% cover @ 5 OTS
  11. 11. Pg 1Take vitamins or other supplements at least once a week£460k buys…24x5 colour campaignCampaign reach: 12.7m70% cover @ 5 OTS
  12. 12. Pg 1 Drank 5 or more pints of lager in last week£250k buys…24x5 colour campaignCampaign reach: 2.6m70% cover @ 5 OTS
  13. 13. Pg 1 Drank malt whisky in last month£350k buys…24x5 colour campaignCampaign reach: 3.2m70% cover @ 5 OTS
  14. 14. Pg 1 Drink at least one measure of vodka a week£270k buys…24x5 colour campaignCampaign reach: 2.6m70% cover @ 5 OTS
  15. 15. Pg 1 Took out a mortgage in the last 12 months£1.1m buys…Page colour campaignCampaign reach: 1.4m70% cover @ 5 OTS
  16. 16. Pg 1 Have a loan£400k buys…24x5 colour campaignCampaign reach: 9.3m70% cover @ 5 OTS
  17. 17. Pg 1 Spend £500 or more per month on credit cards£1.1m buys…Page colour campaignCampaign reach: 2.6m70% cover @ 5 OTS
  18. 18. Pg 1Acquired a supermarket credit card in the last 12 months £350k buys… 25x4 colour campaign Campaign reach: 300,000 70% cover @ 5 OTS
  19. 19. Pg 1 Have taken out Tesco car insurance£410k buys…25x4 colour campaignCampaign reach: 1.1m70% cover @ 5 OTS
  20. 20. 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
  21. 21. 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
  22. 22. Pg 2 Personal income of at least £40k+£840k buys…Page colour campaignCampaign reach: 2m70% cover @ 5 OTS
  23. 23. Pg 2 In full-time employment£400k buys…25x4 colour campaignCampaign reach: 12.7m70% cover @ 5 OTS
  24. 24. Pg 2 Travelled by air on business in last year£950k buys…Page colour campaignCampaign reach: 4.3m70% cover @ 5 OTS
  25. 25. Pg 2 Obtained new car in last 12 months£1.2m buys…Page colour campaignCampaign reach: 2.8m70% cover @ 5 OTS
  26. 26. Pg 2 Bought a computer in last 12 months£1.1m buys…Page colour campaignCampaign reach: 6m70% cover @ 5 OTS
  27. 27. Pg 2 Cover & cost vs other mediaNewspapers vs other media cost & cover comparison
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. Pg 3 Campaign costs by audienceThe entry cost of a 300 GRPs newspaper campaign delivering c 70-75% cover
  39. 39. 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
  40. 40. 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
  41. 41. Pg 4 Newspaper coverage buildNewspaper deliver fast coverage build
  42. 42. Pg 4 Newspapers Daily reach… 23 million readership (48% of adults) Weekly reach… 36 million readership (74% of adults)Source: NRS Jul-Dec 2007
  43. 43. Pg 4 Coverage build in national newspapersSource: NRS
  44. 44. 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
  45. 45. 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%
  46. 46. 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%
  47. 47. 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!
  48. 48. 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
  49. 49. Pg 4 Demographic profile: Newspapers vs TVIf you are targeting young and upmarket consumers, newspapers are a good fit with TV
  50. 50. Newspapers & TV shows – age & class map
  51. 51. Newspapers & TV shows – age & class map
  52. 52. Pg 5National newspapers strong in London
  53. 53. 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
  54. 54. 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
  55. 55. 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
  56. 56. Pg 5TV viewing is weaker in London ABC1 adult TVRs London 217 Rest of UK average 320 National average 300
  57. 57. 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
  58. 58. 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
  59. 59. Pg 5TV ratings: examples from grocery and supermarket categories

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