beer and national newspapers final compress

8/8/2019 Beer and National Newspapers FINAL Compress

1/51

Pg 1 of 50

Why beer brands should advertise in

national newspapers

Connect with rather than simply reach your

consumers

July 2005


2/51

Pg 2 of 50

Men love beer and sport

Source TGI 2004

80% drink beer/lager 74% interest in sport 62% drink beer/lager

& interest in sport


3/51

Pg 3 of 50

Newspapers love sport. Men love their sports pages

1228 sports pages per week

Beer and lager advertising in newspapers sport pages makes sense!


4/51

Pg 4 of 50

National newspapers deliver big numbers...

12.4m male bitter and lager drinkers

- Of whom 4.6m are heavy drinkers

7.5m male draught bitter and lager

drinkers

4.7m canned bitter, mild and stoutdrinkers

8.3m draught lager drinkers

7.4m canned lager drinkers

6.4m bottled lager drinkers

6.5m heavy at-home drinkers

Source: TGI Oct 03 - Sep 04


5/51

Pg 5 of 50

... and offer under-used potential for brand-building

NMA is undertaking major new

research into advertising

effectiveness

Newspapers often seen one-dimensionally as a medium for

buy now messages

But research identified this as

only one of six key roles for Press


6/51

Pg 6 of 50

Drink

Beer/

Lager

Heavy

Bitter/

Lager

Heavy

Draught

Bitter/

Stout

Heavy

Canned

Bitter/

Stout

Heavy

Draught

Lager

Heavy

Canned

Lager

Heavy

Bottled

Lager

Heavy

At-home

Beer drinkers are more likely to be involved in sport

104

120

117

109

141

120

136

111



7/51

Pg 7 of 50

to pay to see it

Drink

Beer/

Lager

Heavy

Bitter/

Lager

Heavy

Draught

Bitter/

Stout

Heavy

Canned

Bitter/

Stout

Heavy

Draught

Lager

Heavy

Canned

Lager

Heavy

Bottled

Lager

Heavy

At-home

110

144 144

129

168

131

168

129



8/51

Pg 8 of 50

and hence they like to read about it in the Newspapers

124

128

111

131

116

133

126

Heavy

Bitter

/Lager

Heavy

Canned

Bitter

/Stout

Heavy

Draught

Lager

Heavy

Canned

Lager

Heavy

Bottled

Lager

Heavy

at Home

Heavy

Draught

Bitter

/Stout



9/51

Pg 9 of 50

106

101

107 107

114

108

114

111

Football Cricket Rugby

UnionRugby

League

Lager drinkers more likely to read newspapers than

watch TV to follow their sport

Lager Drinkers

following international

matches

Watched on TV

Read in Newspapers



10/51

Pg 10 of 50

Bitter/mild/stout

drinkers following

international matches

Watched on TV

Read in Newspapers

Bitter/mild/stout drinkers more likely to read

newspapers than watch TV to follow their sport

109

117 117 117

117

128

126

129

Football Cricket Rugby

UnionRugby

League



11/51

Pg 11 of 50

Beer drinkers turn to newspapers to

quench their thirst for sport


12/51

Pg 12 of 50

4 Key reasons why newspaper sports pages are an

opportunity for Beer

Sports fans have an impressively

involved relationship with their

sports media

Newspapers play a key role in

extending and enriching their sportsexperience

Newspaper sports pages provide

information that is socially valuable

and emotionally nourishing

Sports pages are a totally absorbing

environment


13/51

Pg 13 of 50

Men head straight for the sports pages

11

1620

51

First place I

turn

Headlines

then sportFront to

back paper

Scan

through

To 16-24 men itsa sportspaper more thananewspaper

Choose to read Sport 76%, News 66%, Intl news 62%

Source : BMRB


14/51

Pg 14 of 50

and spend a considerable amount of time reading

them

64

23

13

Up to 20 mins 20-40 mins 40 mins +

Almost 1/3 spend 21 minutes+reading sport pages indaily

Over 40% spend 21 minutes+reading sportspagesat weekend

Source : BMRB


15/51

Pg 15 of 50

Newspapers are often read more than once a day

and by more than one person

I regularly look at

other people's

papers

42%

I go back to read my

sports pages more

than once a day

44%Men like statistics on

sport they want to read

it 3 or 4 times to log it

Source : BMRB


16/51

Pg 16 of 50

mostly at prime drinking times

Daily papers are

read mostly in the

evenings (before, orin the pub?)

47%

Sunday papers are

read mostly in the

mornings (ahead ofthe match and/or a

lunchtime drink?)

45%

Source : BMRB


17/51

Pg 17 of 50

Newspapers are a totally absorbing environment

Readers move into their own little world(the bubble effect)

A third of tabloid

readers say that

they are obliviousto others whilst

reading their sports

section

The majority

describe theirmindset as

interested, absorbed

involved, intrigued

when readingnewspapers

Sports a real adrenaline rush.

Youre interested to read the

paper, catch up, its

uncontrollable

I want to concentrate,

to digestwhat Im reading

Youre able to lock in and

shut the rest of the world

out- I want silence while

Im reading

Source : BMRB


18/51

Pg 18 of 50

Newspapers bring social currency for work or the pub

Newspapers

provide facts I can

use in conversations

63%

I discuss what I

have read with

others

81%

Source : BMRB


19/51

Pg 19 of 50

because they bring trusted analysis and insight

72

5351

Value for in-

depth analysis

More

considered view

Feel more

informed

Source : BMRB


20/51

Pg 20 of 50

db

..and have a positive mood during reading

97

66

Involved

64

58

Intrigued

5648

Stimulated In my

own

world

40 38

ExcitedInterested Enjoying &

Moment of

Privacy

Absorbed

Source : BMRB


21/51

Pg 21 of 50

They value both before and after an event in their paper

Before builds

anticipation

After prolongs

excitement

39

49

Source : BMRB


22/51

Pg 22 of 50

Especially during a big tournament (Euro 2004)

4%

4%

18%

19%

29%

51%

2%

3%

12%

13%

25%

50%

Twenty- five times as many men read

newspapers as received text updates

to mobiles

Seventeen times as many men read

newspapers as received email updates

Four times as many men read newspapers

as looked a relevant web sites

Almost four times as many men readnewspapers as magazines

Twice as many men read newspapers

as listened to the radio

Reading about Euro 2004 in newspapers

All Men

15-34Men

Newspaper and TV combination are key way for men to satisfy craving for sport

Source : BMRB-base:All men aged 15+ who are interested in Euro 2004 (1010)


23/51

Pg 23 of 50

Newspapers are providing vast coverage of sports

A wealth of pullouts feature in addition to the back pages


24/51

Pg 24 of 50

Newspapers are providing vast coverage of sports

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Daily Mail

Mail on Sunday

Football on

Sunday

Evening Standard

Daily Mirror

Sunday Mirror

Mania Mania

Racing Post

Extra

Prem Plus

The People SP

Daily Express

Sunday Express

Daily Star

Star Sunday

Seriously

Football

Star Form

The Sun

News of the World

Super Goals Favourite

Super Goals

Score

TheTimes

The Sunday Times

The Game Sport

The Guardian

The Observer

Sport OSM -Monthly

The Daily Telegraph The

Sdy Telegraph

The Independent

Independent on Sdy

Sports Week

Sports Supplements

Aspart of mainpaper

Aspart of mainpaper

Aspart of mainpaper

Aspart of mainpaper

Aspart of mainpaper

Aspart of mainpaper

Aspart of mainpaper

Aspart of mainpaper

Aspart of mainpaper

Sport Monday

Aspart of mainpaper

Sport Tuesday Sport Wednesday Sport Thursday Sport Friday Sport Saturday Sport Sunday


25/51

Pg 25 of 50

Newspapers sports pages and

advertising


26/51

Pg 26 of 50

Potential routes for advertisers to utilise the bubble effect

Empathy

Relevance of brand

Cleverness

Levity, brevity


27/51

Pg 27 of 50

Budweiser: generally seen as a good fit with

broadsheet and tabloid sports pages

colour works well, stands out

- works well on front page of

section

- or as corner ad

A brand with strong and motivating

TV advertising heritage for tabloid

readers

for a few this bottom RHS corner site

was easy to overlook

Relevance of brand

Source : Sporting Passions, Davey Bioletti, June 03


28/51

Pg 28 of 50

Guinness head to head impactful and appropriate: personal battles,

psyching people out:

- captures a moment of masculinity - scars

and broken noses

seen as coming from a strong campaign, plus

drawing on a strong heritage in sport

majority saw as a clear fit: Guinness is drunk

before and after the game and fits image wise

-an aggressive approach - rugby is like

that mood accentuated by dark atmosphere

- looks stylish, good fit fairly memorable

as well

- looks almost like the head of the beer my

minds thinking about it

Empathy



29/51

Pg 29 of 50

Vodafone

liked for using Michael Schumacher

anyone with an interest in F1

noticed this

- interested to see what he is doing

- he is not often used in advertising- interesting to see him smiling and

relaxed

- fast thumbs seen as a clever link

absolute fit in editorial terms with

article adjacent to it:

- right next to Schumacher andyou can even see the little logos

on the car so its a really good

fit

Cleverness



30/51

Pg 30 of 50

Vodafone

bull with corks execution cool, clever visual:

powerful, strong image

- appealed across age groups

- deodorant fits sports pages

- used in sporting context - sweat is masculine

- fits in well - shows the strength of the

product and you would sweat a bit insport

dominance of image inviting / intriguing:

- jumps out at you, action type photo

cleverly done,

- aesthetically pleasing - with a touch

of humour in the horns and the corks

flatters the readers intelligence / insider

knowledge - speaks their language:

- it adds a bit more to it that way, helps

the product sink in more so you connect

better

Levity & Brevity



31/51

Pg 31 of 50

National

Newspapers cancompensate for inherent weakness

in commercial television


32/51

Pg 32 of 50

Newspapers reach beer and lager drinkers effectively

Drinkers who are heavy/medium newspaper readers (3+) %

6774

82

7276

69

Drink

Beer

/Lager

Heavy

Bitter

/Lager

Heavy

Draught

Lager

Heavy

Canned

Lager

Heavy

Bottled

Lager

Heavy

At

Home

Source : TGI Oct 03 Sep 04


33/51

Pg 33 of 50

Newspapers reach Beer drinkers effectively

Drinkers who are heavy/medium newspaper readers (3+) %

0 0

0

0

udweser

eaA

ros

Car

ng

ecks

osers

Kron

enour

Jon

s

PsnerU

rque

Car

serg

oddngo

Heneken



34/51

Pg 34 of 50

Qualities

11%

Index

115

13%

Index

133

11%

Index

113

12%

Index

124

14%

Index

141

20%

Index

207

15%

Index

157

12%

Index

125

Mids

17%

Index

104

19%

Index

113

20%

Index

123

18%

Index

111

18%

Index

109

Tabloids

21%

Index

113

21%

Index

132

19%

Index

115

20%

Index

125

46%

Index

286

22%

Index

138

National Newspapers are important to Beer consumers

% of Brand Users who are Heavy Readers ofNewspapers



35/51

Pg 35 of 50

% drinkers who are light viewers (


36/51

Pg 36 of 50National Newspapers compensate for

inherent weakness in commercial TV

Men 16-24 45-64 AB DEWomen 25-44 65+ C1C2

Adult TV & Newspaper Delivery IndexedVs PopulationTV Newspapers

87

113

72

103108 110

60

91

157

112

89

120124

98

50

126

98

77

Source : BARB Jan - Jun 05/NRS Oct 04 Mar 05


37/51

Pg 37 of 50

London Midlands North Scotland Wales & West South East

Adult TV & Newspaper Delivery IndexedVs PopulationTV Newspapers

National Newspapers compensate for


88

101

110 112

9395

137

103

82

55

93

107

Source : BARB Jan - Jun 05/NRS Oct 04 Mar 05


38/51

Pg 38 of 50

National Newspapers couldcompensate for


Beer: Examples ofTV nder Delivery VsTGI Brand Profile

Castlemaine XXXX, 69

eineken, 70

Fosters, 84

Boddington, 52

Grolsch, 59

ronenbourg, 63

StellaArtois, 70

Budweiser, 63

Carlsberg, 71

StellaArtois, 72Carling, 74

eineken, 42

Budweiser, 46

Castlemaine, 47

London

AB men

25-34 Men

16-24 Men

Carlsberg Export, 36

Carling, 50

Grolsch, 67



39/51

Pg 39 of 50

Newspapers better value than TV at all age groups

45

16-24s 16-34s All Men

56 67

TV = 100

CPT

Index

Source : IM 2005


40/51

Pg 40 of 50

London Midlands North Scotland Wales & West South East

TV Costs in London & S.East significantly higher than network

average (all men)

183

97

75

129

55

65

Source : IM 2005


41/51

Pg 41 of 50

TV

re of oice

o

g

l

g

rco

p

i

rbre

Sco

i

o r

g

i

rl

berg T

l

oor

Anheuser Busch

8

17

26

16

19

14

TV share of oiceamongstbeercompanies

nterbrew

Carlsberg Tetley

ScottishCourage

55

9

15

2

12

7Other

Regional Newspapers

Outdoor

National Newspapers

TV

Total 2004 BeerSpend

& sharebymediumMagazines

20m

Others

17

43

16

24

72

4

10

10

4

Other

Outdoor

National Newspapers

TV

Magazines

76m

Total 2004 LagerSpend

& sharebymedium

Newspapers can help in a very competitive marketplace

Source : Nielson Media Research

P 42 f 50


42/51

Pg 42 of 50

With newspapers you can elbow space

Exclusivity and up close to consumer

away from clutter of TV.. and ghetto

aspect of TV ad break

P 43 f 50


43/51

Pg 43 of 50

National

Newspaper sport pages area great environment for building

brands

P 44 f 50


44/51

Pg 44 of 50

Some advertisers using qualities for cask ale and

premium bottled lager brands

Pg 45 of 50


45/51

Pg 45 of 50

Six strategic roles

Advertising designed to create a stir and

force reappraisal for a brandby presentingit in a shocking or surprising way

Advertising designed to provide new and

additional information about a brand, product

or service

Advertising designed to remind you about a

brandby repeating or developing established

messages from primary media over time

Advertising designed to get you to do

something, usually short-term

Advertising designed to raise the profile of an

issue/cause by provoking reaction/thought and

creating talkability

Advertising designed to bring the consumer

closer to the brand through associations they

identify with

Pg 46 of 50


46/51

Pg 46 of 50

the Newspaper catalyst

The NMAs effectiveness projectdelivers much enhanced accountability

for the medium. The industry should

give it a warm welcome

Bob Wooton, ISBA

An impressive amount of preparatory

work has been undertaken to ensure

that this research is robust and as far

as possible has been conducted on a level

playing field

Alan Higgs, MRG

Pg 47 of 50


47/51

Pg 47 of 50

Beer and national newspaper sport pages

Beer/lager consumers are heavy readers of newspapers

Newspapers complement a marketing plan and compensate forthe inherent weaknesses of commercial TV

Specifically they deliver the audiences TV is poor at

Men

The Young The Upmarket

Southern based

They provide the opportunity for visibility and saliency

amongst heavy beer/lager drinkers They offer excellent value for money in both production and

media costs

Latest research demonstrates how to measure and quantifytheir brand building capability

Pg 48 of 50


48/51

Pg 48 of 50

Appendix

Pg 49 of 50


49/51

Pg 49 of 50

ohn Smiths

Tetley

Boddingtons

Greene ingWolverhampton & Dudley

11.4

46.8

16.2

18.3

43.3

Others

Beers

2911

TV is crowded particularly for lagers

18

7.4

13.2

14.9

12.7

10.1

9.5 Carling

Grolsch

Fosters

Carlsberg

Budweiser

Heineken

Others

Lagers

15737

MenTVRsand % SOV 2004

StellaArtois14.2

Source : BARB (30 sec equiv)

Pg 50 of 50


50/51

Pg 50 of 50

ha of vo among b ompani

n rbr

Carl b rg l y

o i hCourag

Newspapers can help in a very competitive marketplace

O h r

R gionalN pap r

Ou door

NationalN pap r

TV 55

15

12

9

7

Total 2004 B r p nd& har by m dium

Magazin 2

20m

Oth r

17

43

16

24

Source : Nielson Media Research


51/51

beer and national newspapers final compress

Documents