The Proof
The business case for newspaper advertising
as part of the media mix
2
Newspapers generate 4% additional sales for Hovis both
immediately and 6 weeks post campaign
Multimedia effect of TV plu...
3
TV and national newspapers – both print and online formats
– are the perfect partnership
They are processed in different...
“We've enjoyed working with the NMA and have found it a
productive relationship.
They helped provide some valuable feedbac...
Hovis:
The creative work
Newspaper creative
TV creative
5
Heaviest third of viewers
take 53% of Hovis’ TV delivery
Source: BARB analysis of Hovis
TV campaign – Housewives
53%
16%
3...
Hovis TV campaign
Analysis of heavy TV viewers by social grade
%
7
Heavy TV viewers
are skewed downmarket vs Hovis buyers
...
Frequency distribution for Hovis TV campaign
Newspapers balance TV delivery
reaching light viewers with low OTS
Source: BA...
Newspaper audience delivery indexed against commercial TV
Newspapers’ audience profile complements TV
with a profile that ...
The findings
10
Hovis
Sep 08 Oct 08 Nov 08 Dec 08 £m
Media
Target Audience:
Women main
shoppers 25-65
ABC1 with kids
TV 3.2
Cinema 0.6
Newspaper...
Adding newspapers boosts sales
Advertising effect on Hovis sales
% increase
2.0
4.2
3.9
TV solus 8/9–12/10/08 NP during 13...
Multiplier effect on sales
with TV plus newspapers
Advertising effect on Hovis sales
% increase
6.4
11.5
NP + NP during 13...
Newspaper advertising effect on Hovis sales different OTS
% increase
3+ newspaper OTS
increases sales uplift significantly...
Newspaper advertising effect on Hovis penetration
% increase
Brand penetration
increased by newspapers
6.7 6.9
NP during N...
Newspaper advertising effect on Hovis trial
% increase
Newspapers
stimulate new trial
15.0
12.9
NP during NP post
16
51
61 59
56
70
TV solus TV + NP Any NP
Brand involvement – Someone I’d like
Pre to post % points increase
Top 2 Box %
Addi...
Brand commitment – Likelihood to choose
Pre to post % points increase
Top 2 Box %
Adding newspapers
drives brand commitmen...
TV + newspapers
strengthens brand image
Brand image
Pre to post % points increase
% endorsing Hovis
10
10
11
13
8
8
12
17
...
Adding newspapers
further builds brand equity
10
82
92
94
99
Bonding +1 -1
Advantage +4 +9
Performance +3 +4
Relevance +2 ...
Adding newspapers
makes TV ad work harder
Response to TV ads
% agreeing
57
73
62
61
36
+13
+12
+15
+11
+11
Made me more li...
TV involvement diagnostics
TV engagement increased further
when newspapers seen
Distinctive
Interesting
Soothing
Pleasant
...
TV advertising strongly suggests
% answering
Newspapers
enhance TV messaging
43
48
51
62
78
90
+15
+12
+16
+12
Better qual...
Newspaper ad recognition above norm
Recognition – Newspaper ads
% recognising
24
20
Hovis Millward Brown print norm (326 a...
Newspaper ads
% agreeing
Impactful, well-branded newspaper creative
46
61
45
72
87
79
I'd stop and look rather
than turn t...
Newspaper advertising strongly suggests
% answering
Newspapers
communicate supporting messages
26
54
57
58
64
76
77
Better...
Newspaper ads
newsworthy and persuasive
Response to newspaper ads
% agreeing
27
67
78
74
67
64
Made me more likely to
buy ...
Call to action
up 47% with multiple newspaper ads
58
73
85
Advertising measures – Call to action
Gives me a reason to go o...
Depth of information
builds with newspapers
Advertising measures – Depth of information
Gives me enough information to dec...
Multi-media campaign
heightens emotional impact
Advertising measures – Brand values
Helps me connect and identify more str...
Multi-media campaign
drives re-appraisal
Advertising measures – Re-appraisal
Surprising and gets me to think differently
T...
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Hovis: Case Study

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See how in this Effectiveness case study, the iconic bread baker used print and digital newspapers plus TV to increase sales, penetration and emotional engagement.

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  • Hovis tapped into its rich emotional brand and advertising heritage to deliver a TV + newspaper partnership that built brand equity and delivered a strong sales response:Newspapers generate 4% additional sales:4.2% immediate sales uplift; 3.9% post-campaign increase3+ newspaper OTS produce 5.7% upliftMedia multiplier effect causes 6.4% uplift during and 11.5% post for TV and newspapers combinedNewspapers drive 7% penetration increase and 15% rise in trialEmotional engagement boosted by 11% points:Adding newspapers delivered more than double the increase in brand involvement, compared with TV solus. Brand image was significantly enhanced with TV plus newspapersNewspapers made a great TV campaign work even harder: Seen solus, the TV ad performed very well. Seen with newspapers, TV ad performance was significantly improved: Persuasion up 13% points Appeal up 12% points Communication up an average of 10% pointsConclusionHard working newspaper campaign combined with iconic TV advertising delivers a highly effective relaunch for Hovis
  • 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 Hovis user profile.
  • Analysis of the data focuses on a comparison of:1) Those who recognise the TV advertising only (TV solus)2) Those who recognise both the TV and newspaper advertising (TV + NP)3) Those who recognise any of the newspaper advertising (Any NP)
  • Hovis brand equity is clearly responsive to advertising, even after a short-term campaign. Adding newspapers strengthened the critical Advantage level of the pyramid as well as making Hovis more relevant.
  • To celebrate Hovis’ 122nd birthday, an epic 122nd TV commercial was launched. This was boosted 5 weeks later by a newspaper campaign utilising iconic Hovis ads, updated to showcase the modern products. By tapping into Hovis’ emotionally potent advertising heritage, the multi-media campaign struck a strong chord with modern consumers.Both media elements were impactful and strongly branded. TV recognition was 73%, versus Millward Brown TV norm of 56% for similar weight campaigns. Newspaper creative was felt to be eye-catching by 87%.
  • The retro feel of the Newspaper ads meant ‘Is as good today as it’s always been’ was taken out strongly. More specific messages, such as good for kids , goodness and quality were communicated more powerfully by newspapers .
  • Hovis: Case Study

    1. 1. The Proof The business case for newspaper advertising as part of the media mix
    2. 2. 2 Newspapers generate 4% additional sales for Hovis both immediately and 6 weeks post campaign Multimedia effect of TV plus newspapers causes 6.4% uplift during and 11.5% post Newspapers boost penetration by 7% and trial by 15% Adding newspapers more than doubles the increase in emotional brand involvement Newspapers made a great TV work harder – response to the TV ad was much stronger when the newspaper campaign had also been seen. Hovis Headline results
    3. 3. 3 TV and national newspapers – both print and online formats – 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; online newspapers have high daytime access. Media profiles are complementary Together, the brand impact should be stronger than either medium separately Test hypothesis: Newspapers are perfect partners to TV
    4. 4. “We've enjoyed working with the NMA and have found it a productive relationship. They helped provide some valuable feedback on our creative work through pre-testing and provided some fascinating insight on the powerful multiplier effect of a TV plus newspaper campaign.” Jon Goldstone Marketing Director Premier Foods The client’s view Kellogg’s and Optivita are registered trademarks of Kellogg Company 4 Newspaper creative
    5. 5. Hovis: The creative work Newspaper creative TV creative 5
    6. 6. Heaviest third of viewers take 53% of Hovis’ TV delivery Source: BARB analysis of Hovis TV campaign – Housewives 53% 16% 31% Heavy Medium Light Hovis TV campaign Share of campaign weight by light, medium & heavy TV viewers 6
    7. 7. Hovis TV campaign Analysis of heavy TV viewers by social grade % 7 Heavy TV viewers are skewed downmarket vs Hovis buyers Source: BARB analysis of Hovis TV campaign – Housewives/TGI 2009 Hovis main shopper user profile AB C1 C2 DE 47 23 19 17 24 31 10 29 Heavy TV viewers social class Hovis TGI profile
    8. 8. Frequency distribution for Hovis TV campaign Newspapers balance TV delivery reaching light viewers with low OTS Source: BARB analysis of Hovis TV campaign – Housewives 8 14 12 17 9 40 Zero OTS 1-2 OTS 3-4 OTS 5-7 OTS 8-9 OTS 10+ OTS Low weights of TV exposure are less effective The optimum OTS High weights of TV exposure suffer diminishing returns 8
    9. 9. Newspaper audience delivery indexed against commercial TV Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London Source : BARB Jul – Dec 2008 / NRS Jul – Dec 2008 119 138 107 159 111 149 Men 16-24 25-44 AB C1 London TV: Index v Popn 88 73 92 66 90 79 NPs: Index v Popn 105 101 98 105 100 118 Commercial TV indexed @ 100 9
    10. 10. The findings 10 Hovis
    11. 11. Sep 08 Oct 08 Nov 08 Dec 08 £m Media Target Audience: Women main shoppers 25-65 ABC1 with kids TV 3.2 Cinema 0.6 Newspapers 0.8 Research Dates Millward Brown Pre-wave Post-wave 11 Hovis: Test detail Media Plan 1000 TVRs Campaign Objectives Re-establish Hovis as a legendary brand and catapult it back to its rightful place in the centre of British popular culture 394 GRPs Sample: 768 Women 25-64 with kids who buy pre-packaged sliced bread nowadays, non-allergic to wheat Media Source: NMR/BARB/NRS
    12. 12. Adding newspapers boosts sales Advertising effect on Hovis sales % increase 2.0 4.2 3.9 TV solus 8/9–12/10/08 NP during 13/10–7/12/08 NP post 8/12–11/01/09 12
    13. 13. Multiplier effect on sales with TV plus newspapers Advertising effect on Hovis sales % increase 6.4 11.5 NP + NP during 13/10–7/12/08 TV + NP post 15/12–18/01/09 13
    14. 14. Newspaper advertising effect on Hovis sales different OTS % increase 3+ newspaper OTS increases sales uplift significantly 5.7 3.6 3.8 5.7 4.0 1–2 OTS during 1–2 OTS post 3+ OTS during 3+ OTS post 14
    15. 15. Newspaper advertising effect on Hovis penetration % increase Brand penetration increased by newspapers 6.7 6.9 NP during NP post 15
    16. 16. Newspaper advertising effect on Hovis trial % increase Newspapers stimulate new trial 15.0 12.9 NP during NP post 16
    17. 17. 51 61 59 56 70 TV solus TV + NP Any NP Brand involvement – Someone I’d like Pre to post % points increase Top 2 Box % Adding newspapers doubles increase in emotional brand connection 72 +5 +11 +11 Pre-wave Post-wave 17
    18. 18. Brand commitment – Likelihood to choose Pre to post % points increase Top 2 Box % Adding newspapers drives brand commitment 46 49 53 47 53 55 TV solus TV + NP Any NP +1 +4 +3 Pre-wave Post-wave 18
    19. 19. TV + newspapers strengthens brand image Brand image Pre to post % points increase % endorsing Hovis 10 10 11 13 8 8 12 17 -1 -2 9 8 Worth paying more for Better Quality than others Healthier than others Baked in a traditional way TV solus TV + NP Any NP 19
    20. 20. Adding newspapers further builds brand equity 10 82 92 94 99 Bonding +1 -1 Advantage +4 +9 Performance +3 +4 Relevance +2 +6 Presence 0 +1 TV Solus TV + NP Brand Dynamics equity analysis post-wave % points change on pre-wave 10 69 86 87 99 20
    21. 21. Adding newspapers makes TV ad work harder Response to TV ads % agreeing 57 73 62 61 36 +13 +12 +15 +11 +11 Made me more likely to buy Hovis Made brand more appealing Points made were relevant Contained different information Contained new information 41 41 54 36 48 TV solus Added effect of NP Millward Brown norm 21
    22. 22. TV involvement diagnostics TV engagement increased further when newspapers seen Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving + - Norm: 698 TV ads Added effect of NP Recognise TV only Recognise TV + NP (Each axis 0-100%) +3 +9 22
    23. 23. TV advertising strongly suggests % answering Newspapers enhance TV messaging 43 48 51 62 78 90 +15 +12 +16 +12 Better quality than other brands Full of goodness Offers something for everyone Good for kids More established than other brands As good today as it's always been -1 +6 84 74 67 60 91 58 TV solus +/- added effect of NP TV + NP 23
    24. 24. Newspaper ad recognition above norm Recognition – Newspaper ads % recognising 24 20 Hovis Millward Brown print norm (326 ads) 24
    25. 25. Newspaper ads % agreeing Impactful, well-branded newspaper creative 46 61 45 72 87 79 I'd stop and look rather than turn the page Very eye-catching Hovis Millward Brown Norm Definitely remember ad was for Hovis 25
    26. 26. Newspaper advertising strongly suggests % answering Newspapers communicate supporting messages 26 54 57 58 64 76 77 Better quality than other brands Something for everyone More established then other brands Full of goodness Good for kids As good today as it's always been
    27. 27. Newspaper ads newsworthy and persuasive Response to newspaper ads % agreeing 27 67 78 74 67 64 Made me more likely to buy Hovis Made brand more appealing Points made were relevant Contained different information Contained new information 33 36 45 31 42 Millward Brown norm
    28. 28. Call to action up 47% with multiple newspaper ads 58 73 85 Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box % 58 73 85 TV solus TV + 1 NP ad TV + 2 or 3 NP ads 28
    29. 29. Depth of information builds with newspapers Advertising measures – Depth of information Gives me enough information to decide Top 2 Box % 29 70 89 94 TV solus TV + 1 NP ad TV + 2 or 3 NP ads
    30. 30. Multi-media campaign heightens emotional impact Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % 30 75 77 88 TV solus Any NP TV + NP
    31. 31. Multi-media campaign drives re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 31 73 68 86 TV solus Any NP TV + NP

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