1

Newspapers prompt actionSummary of effectiveness test findings

2

Newsbrands drive sales

Every day newspapers feature 100s of pages of fresh editorial reflecting the day’s news as well as constant coverage online.

Millions of readers turn to newsbrands to get a take on events

22m readership per day (44% of adults)

36m readership per week (71% of adults)

Mass reach builds faster and more cost-efficiently than other media

Source: NRS Accumulation Study

Newspapers offer unique and powerful form of consumer engagement

Newsbrands command active attention and involvement – they prompt both rational & emotional engagement

Readers enjoy a strong personal connection with their paper

‘Newsworthiness’ of editorial and immediacy of medium = obvious home for topical ads and prompting actions or a response

3

Newsbrands prompt action

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

4

Newspapers drive sales - major brands tested

5

Adding newspapers produces 7.0% immediate sales increase

Source: dunnhumby based on 18 brands

Avera

ge

Mul

ler

Shred

ded

Whe

at 1

Birds

Eye

Hovis

Wal

kers

Sen

satio

ns

Shred

ded

Whe

at 2

BS Shr

edde

d W

heat

Oats

& Mor

e

Dairy

lea

Lunc

habl

es

KETTLE

Guinn

ess

NESCAFÉ

Schwep

pes

Sure

For M

en

Garni

er N

utris

se

List

erin

e Coo

l Citr

us

Andre

x M

oist

ened

Domes

tos

Spray

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

6

6.9% Brand penetration increase

Source: dunnhumby, based on 14 brands

* Hovis only measured 6 weeks post campaign

Avera

ge

Wal

kers

Sen

satio

ns

BS Shr

edde

d W

heat

Shred

ded

Whe

at 2

Oats

& Mor

e

Hovis

Birds

Eye

Dairy

lea

Lunc

habl

es

Shred

ded

Whe

at 1

KETTLE

Guinn

ess

NESCAFÉ

Schwep

pes

Garni

er N

utris

se

6.9

1.3

4.76.1 6.1 6.7 6.8

10

16.217

2.3 2.7

12

5.1

7

Newspapers sustain sales increases

Source: dunnhumby based on 13 brands

Avera

ge

Birds

Eye

Mul

ler

Shred

ded

Whe

at 1

Hovis*

Shred

ded

Whe

at 2

Dairy

lea

Lunc

habl

es

BS Shr

edde

d W

heat

KETTLE

NESCAFÉ

Guinn

ess

Schwep

pes

List

erin

e Coo

l Citr

us

Sure

For M

en

Domes

tos

Spray

5.2

1.93 3.5 3.9

5.17.6 8.4

19.4

1.2

4.15.8

2.9 3.71.9

% sales increase driven by newspapers - 12 weeks post campaign

8

11.7% higher sales at 3OTS during campaign

Source: dunnhumby based on 11 brands

Avera

ge

Hovis

Mul

ler

Shred

ded

Whe

at 2

BS Shr

edde

d W

heat

Guinn

ess

Schwep

pes

Garni

er N

utris

se

Sure

For M

en

List

erin

e Coo

l Citr

us

Andre

x M

oist

ened

Domes

tos

Spray

11.7

5.7 6.98.6

11

2.5

16.1

6.38.3

27

1719.2

9

Sales are important but so is margin

10

Kraft Philadelphia case study

11

NPs helped protect margins by delivering full price sales

Source: TNS

Philadelphia’s incremental sales by medium during the Newsworks effectiveness study% sales, normal price vs. on promotion

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

68 66

38

32 34

62

100

Normal price On promotionNewspaper solus TV solus

12

National newspapers prompt action – they drive web traffic & trial

Newspapers prompt web traffic 9 Newsworks effectiveness case studies = 9 significant web traffic uplifts Between 31% and 5292% uplift! Across Motors, Finance and FMCG categories Drive high-worth traffic; web analytics demonstrates that visits generated by

newspapers ads spend more time on client websites than average user and more likely to request test drives/download brochure requests- Source: Sophus3

Newspapers prompt trial Newspapers generated 20,000 sample requests for Listerine Citrus in just 2 weeks Samples requests were generated via website URL

- Source: TNS Worldpanel

13

Newspapers drive web traffic - Major brands tested

14

Toyota Auris: Newspapers deliver high worth traffic

Source: Sophus3

Newspaper Advertising effect on Website Visitors % taking further action

4.78

1.09 0.85

Newspapers – print versions Online newspapers

7.02

Test drive requestBrochure request

15

Abbey: Longer dwell time for newspaper readers

Source: Sophus3

Newspaper advertising effect on dwell time and page views% increase vs. all visitors

3

4

2

3

+19% +44%

All visitors

Visitors fromNP pages

16

Corsodyl: newsbrands drive more traffic than TV

Source: Sophus3

Comparison of web trafficNewsbrands (print & online) v. TV% difference

Unique visitors Page views

+31%

+27%