Research shows that newspapers drive immediate 7% sales uplift

1. Newspapers drive sales
1
Summary of effectiveness test findings

2. 2
Newsbrands drive sales
• Advertisers recognise the potency of newspapers to drive sales
– Retailers use the medium as a shop window on a daily basis
• Proven sales effect every time
– 23 sales uplifts across 23 Newsworks effectiveness case studies
– Independent sales analysis from dunnhumby & TNS Worldpanel
– Immediate 7% sales uplift
– Newspapers deliver sustained sales uplift post campaign
– Higher frequency delivers higher sales uplift
– Newspapers drive penetration
• Source: dunnhumby
– Newspapers stronger than TV at stimulating full price sales (rather
than promoted)
• Source: TNS Worldpanel

3. 3
Newspapers drive sales - major brands tested

4. “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

5. 5
The proof - dunnhumby

6. 6
Adding newspapers produces 7.0% immediate
sales increase
Source: dunnhumby based on 18 brands
7.0
1.7
3.9 3.9 4.2 4.7 5.1
6.9
8.3
10.5
20.5
2.3 2.6
11.5
3.7
8.8
12.8
3.0
11.0

7. 7
Newspapers sustain sales increases
Source: dunnhumby based on 13 brands
5.2
1.9
3.0 3.5 3.9
5.1
7.6 8.4
19.4
1.2
4.1
5.8
2.9 3.7
1.9
% sales increase driven by newspapers - 12 weeks post campaign

8. 8
6.9% Brand penetration increase
Source: dunnhumby, based on 14 brands
* Hovis only measured 6 weeks post campaign
6.9
1.3
4.7
6.1 6.1 6.7 6.8
10.0
16.2 17.0
2.3 2.7
12
5.1

9. 9
11.7% higher sales at 3OTS during campaign
Source: dunnhumby based on 11 brands
11.7
5.7
6.9
8.6
11.0
2.5
16.1
6.3
8.3
27.0
17.0
19.2

10. 10
“dunnhumby’s loyalty programme data
has again provided unique insights
into the effectiveness of newspaper
advertising. In particular we have seen
that newspaper campaigns increase
sales by driving new customers into
the brand, and that multiple exposures
lead to stronger effects.”
Martin Hayward
Director of Consumer Strategy and Futures
dunnhumby

11. 11
The proof – TNS/Kantar Worldpanel

12. 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
Newspaper
delivery
TV delivery
Source: TNS Worldpanel; 28 day sales effect

13. Newspaper advertising influences up to 92% of sales uplift
Incremental Philadelphia sales due to advertising, by media exposure
28 day sales effect
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
Source: TNS Worldpanel

14. Kraft Philadelphia: Newspapers solus drive 43% of extra sales
43
35
14
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
Source: TNS Worldpanell

15. 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
Normal Price On promotion (NP) Normal Price On promotion (TV)
Source: TNS Worldpanel

16. 16
“The ability to segment the 25,000-strong
TNS Worldpanel by media use, allows
clients to evaluate, in detail, how much
each part of their media plan (singly or in
combination) is contributing directly to
sales.
This means that the NMA is able to dig
deeply into the impact that newspapers
have on the share and value of brand
sales and, importantly, is able to
demonstrate newspaper ROI.”Simon Skeldon
Director - Worldpanel UK
TNS

17. 17
The proof – client supplied data

18. 18
Meaty sales with newspapers
 An econometric analysis was
undertaken for Bakers Meaty
Meals by DDB Matrix on
behalf of Nestlé
 Newspapers delivered 10%
sales uplift for the variant
 Plus a further £1million halo
effect on total Bakers sales
Source: DDB Matrix 2005

19. 19
Newspapers delivered a 10% sales uplift
160
120
80
20
0
MeatyMealsVolumeSales
PressGPRs
40
60
100
140
180
200
Newspapers Contribution
‘Natural Growth’
+10 %
for variant
£1m halo effect
for total Bakers
Source: DDB Matrix 2005

20. 20
Newspapers improved Andrex bottom line
 Andrex Moistened sales
rose 26% in two months as
a result of adding
newspapers to
in-store promotions
 Simultaneously 34% more
households bought the
brand as newspapers
created the
re-appraisal needed to
attract new users
Source: Kimberly Clark 2005