newsworks comet effectiveness study

The ProofThe business case for newspaper advertising as part of the media mix

2

Adding brand ads in newspapers strengthens brand equity and drives visits• Brand bonding up a third with TV plus newspapers• Brand newspaper ads improved Comet image on key

service aspects• Newspapers stimulated 29% increase in people choosing

Comet on last visit to buy electricals

Customer service proposition strongly enhanced

Brand newspapers communicated customer service elements in significantly greater breadth and depth

Branding, communication of customer service, emotional engagement and persuasion of the TV brand ad were all improved when seen alongside a linked brand campaign in newspapers

Comet:Headline results

3

TV and national newspapers 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. Media profiles are complementary

Together, the brand impact should be stronger than either medium separately

Test hypothesis:Newspapers are perfect partners to TV

““This is the second time we have partnered with Newsworks and once again we were delighted with the results achieved during the campaign.

We gained valuable insight into the power of using both tactical and brand newspaper adverts alongside the TV brand ad and fascinating learnings on the powerful multiplier effect of a TV plus newspaper campaign.”

Susan Wilkinson

General Manager of Marketing, Advertising

Comet

The client’s view

Kellogg’s and Optivita are registered trademarks of Kellogg Company4

Newspaper creative

Comet:The creative work

Newspaper creative

TV creative

5

TV naturally delivers ½ of campaign weight to heaviest ⅓ of viewers

Source: BARB analysis of CometTV campaign – Adults

54%

32%

14%

Heavy

Medium

Light

Comet TV campaign

Share of campaign weight by light, medium & heavy TV viewers

6

7

Comet TV campaign

Analysis of heavy TV viewers by social grade

%

Heavy TV viewersmore DE than brand profile

Source: BARB analysis of Comet TV campaign – Adults/TGI 2009 Q1 Comet Adults user profile

AB

C1

C2

DE

Heavy TV viewers social class Comet TGI profile

42

16

21

22

25

32

12

30

Over ½ of heavy TV viewersare unemployed

Source: BARB/Markdata analysis – Adults

55%

33%

12%

Heavy TV viewers – Analysis of Employment status

8

Unemployed (inc. retired)

Full-time

Part-time

Newspaper audience delivery indexed against commercial TV

Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London

Source : BARB Jan – Jun 2009 / NRS Jan – Jun 2009

Men 16-24 25-44 AB C1 London

121

139

107

161

111

145

TV: Index v Popn87

71 92 66 90 82

NPs: Index v Popn105

99 98 106 100 119

Commercial TV indexed @ 100

9

10

The findings

Comet

11

Sept 08 Oct 08 Nov 08 Dec 08 £m

MediaTarget Audience:

Adults 35-70

Brand TV 1.0

Tactical TV 2.6

Brand Newspapers

0.6

Tactical Newspapers

1.4

Online Newspapers

0.1

Research DatesMillward Brown

Pre-wave

Post-wave

Comet:Test detail

Media Plan

272 TVRs

Campaign objective

Differentiate Comet on the basis of great customer service

1044 TVRs

Sample: 729 ABC1 Adults 30–55, with children

Media Source: NMR/BARB/NRS

420 GRPs

995 GRPs

420 GRPs

9

51

61

81

94

Adding newspapersboosts brand equity and strengthens bonding by a third

20

64

70

88

98

Bonding -7 +5

Advantage -1 +4

Performance -7 +5

Relevance -7 +3

Presence -1 0

TV Solus TV + NP

Brand Dynamics equity analysis post-wave

% points change on pre-wave

12

13

14

15

16

17

Brand TV advertising strongly suggests

% answering

Adding brand newspaper adssignificantly improves TV ad communication

Have excellent customer service

Offer value for money

Is an electrical retailer you can trust

Have in-depth knowledge about the products they sell

Are specialists in electrical products

Can help you find the product the best meets your needs

23

24

32

32

51

58

+20

+22

+14

+18

+16

+12

18

Brand TV only

Brand TV + brand NP

Additional impact of tactical NP:+26

19

Newspaper ad recognition above norm

58

7385

Recognition – Newspaper ads

% recognising

Comet tactical NP Comet brand NP Millward Brown print norm (326 ads)

46

31

20

20

21

22

23

24

Adding brand newspapersprompts a 47% increase in call to action

Advertising measures – Call to action

Gives me a reason to go out and shop at Comet

Top 2 Box %

25

Brand TV only Bran TV + tactical NP

Brand TV + Brand NP

Campaign: Brand TV + tactical TV + brand NP + tactical

NP

58

76

8593

+60+47+31

26

27

Adding brand newspaper adsdrives re-appraisal

Advertising measures – Re-appraisal

Surprising and gets me to think differently

Top 2 Box %

28

Brand TV only Bran TV + tactical NP

Brand TV + Brand NP

Campaign: Brand TV + tactical TV + brand NP + tactical

NP

5965

7884