1

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

2

Mark FannerProduct Group Manager, NPD

“National Newspapers made a significant contribution to the successful launch of Oats & More. We had clear proof that the newspaper campaign drove a good level of sales in its own right.

Together, TV and newspapers effectively built awareness and trial, and newspapers developed the more emotional elements of the new brand.

Pre-testing helped evolve our understanding of how readers consume newspaper advertising. By taking into account what stands out and engages people, we could really maximise effectiveness and appeal. And by using several executions we could underline several important communication points, which had a big impact on people’s willingness to try the brand.”

Oats & MoreThe client’s view

3

Newspapers caused extra 8.3% sales uplift

TV + Newspapers drove more than double the increase in brand familiarity

TV + Newspapers doubled increase in trial

Brand involvement 80% higher with Newspapers

Adding National Newspapers improved response to the TV ad, making it more engaging, significantly better branded, and enhancing communication

Oats & MoreHeadline results

4

Oats & MoreTest Hypothesis: Newspapers are perfect partners to TV

TV and national newspapers are the perfect partnership

They are processed in different but complementary ways: TV is more passive, newspapers involve active processing

Both media are heavily consumed in the evening

Media profiles are complementary

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

5

Oats & MoreThe creative work

Newspaper creative TV creative

6

Oats & MoreTest detail

Media Plan

Feb Mar Apr May £m

MediaTarget audience:ABC1 Adults 25-

54

TV – 30 sec 1.2

Newspapers 0.7

Research DatesMillward Brown

Pre-wave

Post wave

Research sample: 711 Women 25-55, regular cereal buyersMedia Source: NMR/BARB/NRS

342TVRs

Campaign objectives

To launch Oats & More as the irresistibly tasty way to get the goodness of oats.

336GRPs

7

Oats & MoreThe findings

8

Series1During

Oats & MoreNational newspapers drive sales

Source: dunnhumby

Newspaper Advertising effect on Sales% increase

8.3

9

Oats & MoreNational newspapers double the increase in familiarity

Brand FamiliarityTried/heard a lot about Oats & MorePre to Post % points increase – Top 2 Box %

Pre-wave

15

30

Post-wave Pre-wave Post-wave

30

63

TV solus TV + NP

+15 +33

10

Oats & MoreNational newspapers double the increase in trial

Brand TrialTried Oats & More %Pre to Post % points increase

Pre-wave

5

11

Post-wave Pre-wave Post-wave

16

28

TV solus TV + NP

+6 +12

11

Oats & MoreNational newspapers double brand commitment

Brand CommitmentLikelihood to choose*Pre to Post % points increase – Top 3 Box %

Pre-wave

11

22

Post-wave Pre-wave Post-wave

22

41

TV solus TV + NP

+11 +19

12

Oats & More80% higher emotional involvement with national newspapers

Brand InvolvementSomeone I like*Pre to Post % points increase – Top 3 Box %

Pre-wave

20

34

Post-wave

36

61

TV solus TV + NP

+14 +22

42

64

Any NP

+25

Pre-wave Post-wave Pre-wave Post-wave

13

Oats & MorePre-testing aids higher recognition

Recognition – Newspaper ads% recognising

Oats & More

20

31

Millward Brown Print Norm(326 ads)

14

Oats & MoreVisual standout is vital

Newspaper ads - % agreeing

Very eye-catching I’d stop and look at rather than turn the page

6560

44

80

MB UK NormOats & More

15

Oats & MoreNewspaper ads engage more strongly

Pleasant

GentleIrritating

Soothing

Unpleasant

Disturbing

Millward Brown – Media Involvement Diagnostics

Millward Brown Norm(Base: 698 TV ads)

-+ Difference between NP and TV

+14

+21

+19

-12

-9

Recognise TV ad

Distinctive

Interesting

Weak

Dull

Boring

Involving

Recognise Any NP ad

-18

16

Oats & MoreAdding newspapers makes TV work harder

Pleasant

GentleIrritating

Soothing

Unpleasant

Disturbing

Millward Brown Norm(Base: 698 TV ads)

-+ Added effect of NP

+18

+13

+16

-8

-9

Recognise TV only

Distinctive

Interesting

Weak

Dull

Boring

Involving

Recognise TV + NP

Millward Brown – TV Involvement Diagnostics

17

Oats & MoreNational newspapers enhance TV ad branding

BrandingDefinitely remember ad was for Oats & More% agreeing

TV solus

60

68

66

40

TV + NP Any NP TV + NP

TV ad Newspaper Ads

+28 +6

18

Oats & MoreNewspaper ads enhance TV communication

TV AdvertisingStrongly suggests% answering Added effect

of NP

TV + NPTV solus

Tastes great

Is irresistible

Contains wholesome goodness

Good for you as well as being delicious

5831

+8

+17

+21

+20

For people like me +27

6040

8544

8164

8072

19

Oats & MoreMultiple executions communicate powerfully

Newspaper AdvertisingStrongly suggests% answering

67

57

64

61

44

Tastes great

Is irresistible

Contains wholesome goodness

Good for you as well as being delicious

For people like me

20

Oats & MoreNewspaper ads more persuasive

Response to TV ads% agreeing

29

6539

6244

7157

8068

TV + NPTV solus

Tastes great

Is irresistible

Contains wholesome goodness

Good for you as well as being delicious

For people like me47

21

Oats & MoreMultiple executions boost call to action by 76%

Advertising measures – Call to ActionGives me a reason to go out and buy*Top 2 Box %

TV solus

62

75

TV + 1 NP ad

46

81

TV + 2 or 3 NP ads

TV + all 4NP ads

22

Oats & MoreMultiple executions more than double emotional connection

Advertising measures – Brand ValuesHelps me to connect and identify more strongly*Top 2 Box %

TV solus

54

73

TV + 1 NP ad

40

85

TV + 2 or 3 NP ads

TV + all 4NP ads

23

Oats & MoreAdding newspapers boosts re-appraisal by 97%

Advertising measures – Re-appraisalSurprising and gets me to think differently*Top 2 Box %

TV solus

59

71

TV + 1 NP ad

41

81

TV + 2 or 3 NP ads

TV + all 4NP ads