1

Newspapers drive salesSummary of effectiveness test findings

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 studiesIndependent sales analysis from dunnhumby & TNS Worldpanel

Immediate 7% sales upliftNewspapers deliver sustained sales uplift post campaign Higher frequency delivers higher sales uplift Newspapers drive penetration

Source: dunnhumbyNewspapers stronger than TV at stimulating full price sales (rather

than promoted)Source: TNS Worldpanel

3

Newspapers drive sales - major brands tested

“Fundamentally (and importantly!) the ads helped shift boxes of cereal…”

Phil TomsProduct Group ManagerShredded Wheat.

“…there was clear evidence that newspapers delivered incremental sales

on top of TV and promotions.”Jon GoldstoneVice President of MarketingWalkers (now Premier Foods)

“Results across two years show that newspapers …deliver a significant return

on advertising investment.”Sam MitchellMarketing ManagerPhiladelphia.

“… the newspaper campaign boosted sales, bringing in new trialists during the

campaign and for a short period afterwards .”Karine Chik

Marketing ManagerDairylea Lunchables

5

The proof - dunnhumby

6

Adding newspapers produces 7.0% immediate sales increase

Source: dunnhumby based on 18 brands

Averag

e

Muller

Shredd

ed W

heat

1

Birds E

yeHov

is

Walk

ers S

ensa

tions

Shredd

ed W

heat

2

BS Shre

dded

Whe

at

Oats &

More

Dairyle

a Lun

chab

les

KETTLE

Guinne

ss

NESCAFÉ

Schwep

pes

Sure For

Men

Garnier

Nutr

isse

Lister

ine C

ool C

itrus

Andrex

Mois

tened

Domes

tos S

pray

7.0

1.73.9 3.9 4.2 4.7 5.1

6.98.3

10.5

20.5

2.3 2.6

11.5

3.7

8.8

12.8

3

11.0

7

Newspapers sustain sales increases

Source: dunnhumby based on 13 brands

Averag

e

Birds E

yeMull

er

Shredd

ed W

heat

1

Hovis*

Shredd

ed W

heat

2

Dairyle

a Lun

chab

les

BS Shre

dded

Whe

at

KETTLE

NESCAFÉ

Guinne

ss

Schwep

pes

Lister

ine C

ool C

itrus

Sure For

Men

Domes

tos S

pray

5.2

1.9 3 3.5 3.9 5.17.6 8.4

19.4

1.24.1

5.82.9 3.7

1.9

% sales increase driven by newspapers - 12 weeks post campaign

8

6.9% Brand penetration increase

Source: dunnhumby, based on 14 brands * Hovis only measured 6 weeks post campaign

Averag

e

Walk

ers S

ensa

tions

BS Shre

dded

Whe

at

Shredd

ed W

heat

2

Oats &

More

Hovis

Birds E

ye

Dairyle

a Lun

chab

les

Shredd

ed W

heat

1

KETTLE

Guinne

ss

NESCAFÉ

Schwep

pes

Garnier

Nutr

isse

6.9

1.3

4.76.1 6.1 6.7 6.8

10

16.2 17

2.3 2.7

12

5.1

9

11.7% higher sales at 3OTS during campaign

Source: dunnhumby based on 11 brands

Averag

e Hov

isMull

er

Shredd

ed W

heat

2

BS Shre

dded

Whe

at

Guinne

ss

Schwep

pes

Garnier

Nutr

isse

Sure For

Men

Lister

ine C

ool C

itrus

Andrex

Mois

tened

Domes

tos S

pray

11.7

5.7 6.98.6

11

2.5

16.1

6.38.3

27

1719.2

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 HaywardDirector of Consumer Strategy and Futuresdunnhumby

11

The proof – TNS/Kantar Worldpanel

Series1

Kraft Philadelphia: TV + Newspapers drives sales uplift

63 x full page370 GRPs

30 x half page219 GRPs

24 x half page239 TVRs

281 TVRs30,20,10 secs.

305 TVRs30,10 secs.

427 TVRs30,10 secs.

+26%

+18.5%+16%

Apr – May 2006

Mar – Apr 2007

Aug – Sep 2007

100

97

£ TV + NP uplift indexedvs 2006

112

Newspaper delivery TV delivery

Source: TNS Worldpanel; 28 day sales effect

Newspaper advertising influences up to 92% of sales uplift

Incremental Philadelphia sales due to advertising, by media exposure28 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

Kraft Philadelphia: Newspapers solus drive 43% of extra sales

Series1

43

35

14

NP solus share of total incremental sales28 day sales effect

Apr/May 2006

Mar/Apr 2007

Aug/Sep 2007

NP Spend Index vs 2006

100

32

34

Source: TNS Worldpanell

Kraft Philadelphia: Newspapers deliver full price sales

Incremental Sales - % normal price vs on promotion

Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007

68

4

66

3826

32

96

34

6274

100

Newspaper solus TV solus

Normal Price On promotion (NP) Normal Price On promotion (TV)

Source: TNS Worldpanel

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

The proof – client supplied data

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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

Newspapers delivered a 10% sales uplift

160

120

80

20

0

22 Ja

n 05

5 Feb

05

19 Feb

05

5 Mar

05

19 M

ar 05

2 Apr 0

5

Mea

ty M

eals

Vol

ume

Sale

s

Pres

s G

PRs

40

60

100

140

180

200

Newspapers Contribution

‘Natural Growth’

+10 %for variant

£1m halo effectfor total Bakers

Source: DDB Matrix 2005

20

Newspapers improved Andrex bottom line

Andrex Moistened sales rose 26% in two months as a result of adding newspapers toin-store promotions

Simultaneously 34% more households bought the brand as newspapers created there-appraisal needed to attract new users

Source: Kimberly Clark 2005