GEAR: Guardian's 'Earned' Audience Reach
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GEAR is the UK’s first and only research that provides robust ‘earned’ audience metrics and links ‘paid’ media to word of mouth about brands
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GEAR: Guardian's 'Earned' Audience Reach
- 1. Guardian‟s Earned Audience Reach
- 3. But most „Earned‟ media is offline Mode of conversations, GB Population % Source: Keller Fay TalkTrack 7% online 93% offline
- 4. How do we approach „Earned‟ in totality? TalkTrack Britain • The only system that measures the TOTALITY of word of mouth – both online and offline • The only system that measures word of mouth for BRANDS • Nationally representative sample of 26,000 GB consumers aged 16-69
- 5. GNM delivers over 22 extra impression per day per each person reached = Earned IMPRESSIONS per person per day 8.3 No. of BRAND CONVERSATIONS per person per day x No. of PEOPLE per conversation Sources: Keller Fay TalkTrack/GEAR 2.7Over 22
- 6. Positioning us above most UK media Earned Impressions per thousand per day Sources: Keller Fay TalkTrack/GEAR 20,024 20,141 20,396 20,524 20,639 20,695 20,748 20,922 21,231 21,514 21,549 21,624 21,625 21,693 21,822 21,916 21,989 22,104 22,239 22,960 ITV News eBay Channel 4 News Mail MSN TripAdvisor Facebook Yahoo Metro Telegraph AOL Twitter Moneysupermarket YouTube Times LinkedIn Independent Sky News GNM FT Earned impressions per thousand per day (Number of Conversations per '000 people per day x Number of People in Conversation)
- 7. How do we translate “Earned impressions” into Earned Audience Reach? „Paid Reach‟ who spread WOM = „Guardian Earned Audience Reach‟ x No. of people talk to about BRANDS, who are not reached through „Paid‟ Sources: Keller Fay TalkTrack/GEAR
- 8. Reach 20m GB adults through „Paid‟ + „Earned‟ with GNM each week Sources: Keller Fay TalkTrack, *NRS PADD (NRS April 2012-March2013/comScore March 2013) 1,339 4,002 4,608 4,998 5,342 3,282 10,705 11,813 13,028 14,631 FT Independent Times Telegraph GNM Paid Weekly Reach*, '000s Earned Weekly Reach, '000s 20.0m 18.0m 16.4m 14.7m 4.6m Total
- 9. Applying to individual categories
- 10. People who travel abroad Sources: Keller Fay TalkTrack (March-April, 2013), *GNM Total Audience 2012, W2 565 1,301 2,041 2,596 2,229 885 2,450 5,275 5,631 6,080 FT Independent Telegraph Times GNM Extended Audience Reach: people who travel abroad Direct Weekly Reach, '000s Added Weekly Reach, '000s 8,309 8,227 7,316 3,751 1,450
- 11. „Fashionistas‟ Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2; ‘Fashionistas’ = I wear designer clothes OR I have a very good sense of style 592 1,669 1,837 2,415 2,430 1,520 4,048 4,680 6,740 6,801 FT Independent Telegraph Times GNM Weekly Reach of 'Fashionistas': GNM and competitor titles Direct Weekly Reach, '000s Added Weekly Reach, '000s 9,231 9,155 6,517 5,717 2,112
- 12. People who enjoy cooking Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2 716 1,844 2,769 3,086 3,233 1,828 6,235 9,480 8,992 10,988 FT Independent Telegraph Times GNM Weekly Reach of ‘cooks’: GNM and competitor titles Direct Weekly Reach, '000s Added Weekly Reach, '000s 14,221 12,078 12,249 8,079 2,544
- 13. Women who regularly purchase beauty products Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2 314 1,278 2,005 2,207 2,154 855 2,878 5,284 5,521 5,829 FT Independent Telegraph Times GNM Weekly Reach of women who buy beauty products: GNM and competitor titles Direct Weekly Reach, '000s Added Weekly Reach, '000s 7,983 7,728 7,289 4,156 1,169
- 16. On average x5 increase in „paid‟ results in x7 increase in „earned‟ with GNM 10 campaigns in 8 categories
Editor's Notes
- The most common metric used to demonstrate twitter influence is the number of followers, however, this is too linear, given that an account can amass a large number of followers, who are not particularly engaged with/influenced by its tweets. Therefore, using analytics tool Twitonomy, we measured, what we call “Resonance”, or the % of all tweets that get retweeted. For instance, one of the Guardian’s accounts @guardian has 1.4m followers and 93% resonance. On average, UK news media accounts have 0.5m followers and 75% resonance. So, @ft and @guardian are Influencers, because they have above the average followers and resonance.
- However, it is widely known that social media is just a tip of the “word of mouth” iceberg, and most brand conversations (93%) happen offline
- At GNM we work with Keller Fay, which is the only system that measures the totality of word of mouth – both online and offline. It is IPA endorsed and fused to TouchPoints. We use their TalkTrack tool for the day to day analysis of word of mouth about brands, but also have done custom work to develop the new metrics to measure “Earned” reach
- The first metric to measure ‘Earned reach’ is akin to ‘paid’ advertising impressions. “Earned impressions per thousand per day” shows how many “earned brand impression” an advertiser can get per day by reaching 1,000 people through ‘paid’ media by them spreading word of mouth. We measure “Earned impressions per thousand per day” by multiplying the number of brand conversations that these 1,000 people will have a day by the number of people in each of these conversations. So for example if a brand reaches 1 million people through advertising a day, each of them has 10 brand conversations per day and there is an average of 2 people in each conversation, then “Earned impressions per thousand per day” = 1,000,000/1,000 x 10 x 2 = 20,000
- The GB average “Earned impressions per thousand per day” is 19,800. So which media delivers the highest “Earned impressions per thousand per day”? In this chart we have compared print media, broadcasters, social media and online pure-plays. Facebook (despite being a social media outlet) delivers lower “earned impressions” than most media in the chart, with LinkedIn ranking the highest out of social media. FT delivers the highest number of “Earned impressions per thousand per day”, which makes sense, as it is know for having a niche, highly influential audience. This is followed by GNM.
- Can we estimate the number of additional people reached through “Earned” media, which have not been reached through “Paid”? The second custom metric “Earned Audience Reach” shows just that, the de-duplicated reach through word of mouth. It is calculated by multiplying the number of people reached through “Paid” who spread word of mouth about brands by the number of people they talk to, who have not been reached through paid advertising in the first place
- This chart looks at the Total (Paid + Earned) Reach for quality news titles. GNM delivers a potential total reach of 20m GB adults a week through advertising and word of mouth
- “Paid” media should not be neglected, as it drives word of mouth