Newspapers drive sales for food brands

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Adding newspapers has been shown to produce a 5.7% immediate sales increase

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Newspapers drive sales for food brands

  1. 1. Newspapers drive sales for Food brands 1 Summary of effectiveness test findings
  2. 2. Newspapers drive sales for food brands Over 4 years - 10 major FMCG brands, 12 campaigns
  3. 3. “Fundamentally (and importantly!) the ads helped shift boxes of cereal…” Phil Toms Product Group Manager Shredded Wheat. “…there was clear evidence that newspapers delivered incremental sales on top of TV and promotions.”Jon Goldstone Vice President of Marketing Walkers (now Premier Foods) “Results across two years show that newspapers …deliver a significant return on advertising investment.”Sam Mitchell Marketing Manager Philadelphia. “… the newspaper campaign boosted sales, bringing in new trialists during the campaign and for a short period afterwards .”Karine Chik Marketing Manager Dairylea Lunchables
  4. 4. dunnhumby Tesco Clubcard data
  5. 5. 7.0 1.7 3.9 3.9 4.2 4.7 5.1 6.9 8.3 10.5 20.5 Adding newspapers produces 7.0% immediate sales increase Source: dunnhumby, based on 10 Food brands
  6. 6. 6.6 3.0 3.5 1.9 3.9 5.1 8.4 7.6 19.4 Newspapers sustain sales increases % sales increase driven by newspapers - 12 weeks post campaign Source: dunnhumby, based on 8 food brands * Hovis only measured 6 weeks post campaign
  7. 7. 8.3 16.2 6.8 6.7 1.3 6.1 4.7 6.1 10.0 17.0 8.3% relative increase in brand penetration Source: dunnhumby, based on 9 food brands
  8. 8. 8.1 6.9 5.7 8.6 11.0 8.1% higher sales at 3OTS during campaign Source: dunnhumby, based on 4 food brands
  9. 9. TNS Worldpanel data TNS Worldpanel data
  10. 10. Kraft Philadelphia: TV + Newspapers drives sales uplift 63 x full page 370 GRPs 30 x half page 219 GRPs 24 x half page 239 TVRs 281 TVRs 30,20,10 secs. 305 TVRs 30,10 secs. 427 TVRs 30,10 secs. +26% +18.5% +16% Apr – May 2006 Mar – Apr 2007 Aug – Sep 2007 100 97 £ TV + NP uplift indexed vs 2006 112 Source: TNS Worldpanel; 28 day sales effect Newspaper delivery TV delivery
  11. 11. Newspaper advertising influences up to 92% of sales uplift Incremental Philadelphia sales due to advertising, by media exposure 28 day sales effect Source: TNS Worldpanel 75% 48% 92% Apr/May 2006 14% 61% 25% 35% 13% 52% 43% 49% 8% Mar/Apr 2007 Aug/Sep 2007 TV + NP NP Solus TV Solus
  12. 12. Kraft Philadelphia: Newspapers solus drive 43% of extra sales 43 35 14 Source: TNS Worldpanel NP solus share of total incremental sales 28 day sales effect Apr/May 2006 Mar/Apr 2007 Aug/Sep 2007 NP Spend Index vs 2006
  13. 13. Kraft Philadelphia: Newspapers deliver full price sales Incremental Sales - % normal price vs on promotion 68 4 66 38 26 32 96 34 62 74 100 Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007 Newspaper solus TV solus Source: TNS Worldpanel Normal Price On promotion (NP) Normal Price On promotion (TV)

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