2017 Cannes Young Lions Competition Brief PRINT ......2017 Cannes Young Lions Competition Brief...

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2017 Cannes Young Lions Competition Brief PRINT CATEGORY - ROUND 1 BRING PRINT BACK ON THE PAGE _________________________________________________________________________________ Eligibility for PRINT category Please ensure you comply with the below criteria before responding to the brief and submitting your entry: Entrants must be an Australian resident or have a valid Australian work visa (i.e. 457 Business Visa). All Young Lions taking part in the PRINT category must be 30 years of age or younger, born on or after September 29, 1986. Each team must consist of two young professionals currently employed full time in a creative, communications, advertising or digital agency. Team members do not have to work in the same Agency or Company to form a team but must fulfil the above criteria in order to enter the Competition. Teams entering the PRINT category must consist of one Copywriter and one Art Director. Entrants must have a current passport with at least six months validity and be available to travel to France for the international competition in June 2017 or travel to Singapore in September 2017. Companies/Agencies owned by News Corp Australia are not eligible to enter the Competition. Please refer to the FAQs for full listing. For the Print category only, there is an additional resource you can access here - News Corp Australia’s ‘Creative use of newspapers’ booklet. By entering this competition, entrants automatically agree to accept and abide by the full competition Terms & Conditions located at ozcannes.com.au __________________________________________________________________________________

Transcript of 2017 Cannes Young Lions Competition Brief PRINT ......2017 Cannes Young Lions Competition Brief...

2017 Cannes Young Lions Competition Brief

PRINT CATEGORY - ROUND 1

BRING PRINT BACK ON THE PAGE

_________________________________________________________________________________

Eligibility for PRINT category

Please ensure you comply with the below criteria before responding to the brief and submitting your entry:

Entrants must be an Australian resident or have a valid Australian work visa (i.e. 457 Business Visa).

All Young Lions taking part in the PRINT category must be 30 years of age or younger, born on or after September 29, 1986.

Each team must consist of two young professionals currently employed full time in a creative, communications, advertising or digital agency.

Team members do not have to work in the same Agency or Company to form a team but must fulfil the above criteria in order to enter the Competition.

Teams entering the PRINT category must consist of one Copywriter and one Art Director.

Entrants must have a current passport with at least six months validity and be available to travel to France for the international competition in June 2017 or travel to Singapore in September 2017.

Companies/Agencies owned by News Corp Australia are not eligible to enter the Competition. Please refer to the FAQs for full listing.

For the Print category only, there is an additional resource you can access here - News Corp

Australia’s ‘Creative use of newspapers’ booklet.

By entering this competition, entrants automatically agree to accept and abide by the full competition Terms & Conditions located at ozcannes.com.au

__________________________________________________________________________________

Background

The world has changed, but greatness hasn’t

All iconic campaigns over the years have launched in Newspapers. The masters of advertising; the Icons – David Ogilvy, Bill Bernbach, Charles and Maurice Saatchi – all launched their most enduring ad campaigns in Print.

Think small - Volkswagen (DDB, 1959)

Labour isn’t working - Conservative Party (Saatchi & Saatchi, 1979)

However, we’re now in the 21st Century. Media options have proliferated for consumers and advertisers alike,

resulting in Print – our most iconic advertising channel – trying to stand out from the clutter.

And yet, when we consider the brilliance of the most iconic ad campaigns – we remember them as a full page Newspaper ad.

Further, we live in an interesting time of fake news, alternate facts and a questioning of what can be trusted.

Strong print brands have never been more relevant as demonstrated by Droga5's New York Times campaign, the first of its kind in over 10 years.

Truth is Hard - The New York Times (Droga5, 2017)

So we want you to ask yourself:

DO I HAVE WHAT IT TAKES TO MAKE PEOPLE BUY MORE NEWSPAPERS?

A bit of background:

Over the past 5 years, printed newspaper circulation has experienced a decline. While this decline is slowing, it hasn’t stopped.

In spite of this, newspapers continue to reach millions of consumers daily. They hold influence when it comes to the country’s agenda and profile of personalities. Research shows that consumers trust what they read in the news* and retain the messages they absorb more so than other media.

Additionally, while digital continues to grow, it is still not capable of replacing the reach and influence of Newspapers – and will be unable to do so for some time.

All of this tells us that there is still life in the printed word. It is a trusted media for many demographics and an untapped opportunity for younger audiences.

This is your opportunity to take the challenge – and show us how we can turn this around.

For your chance to ROAR at Cannes – SHOW US THE STRENGTH OF PRINT.

*Source: warc - How to plan an effective newspaper campaign 2017

Campaign objective

1. To create a compelling campaign around encouraging consumers to: a) Buy more newspapers b) Change their attitude in relation to the Newspaper channel as an information source

Target market

The Fans: Protect existing newspapers buyers

The Undecided: Encourage lapsed and occasional purchasers to buy more

The Newcomers: Ignite interest in Gen Y and Millennials who have/will reach adulthood in the digital age

The campaign should:

Take a bold and unapologetic stance when selling the merits of newspapers

Take into account the battle faced by Newspapers in terms of how other media portrays them as a declining product

Show an understanding of the state of the market and future trends

Be taken seriously. We want the best that you can give

Deliver a message that isn’t limited by the fact that this is a News Corp partnered event – we want to see what you have in you

Consumer background

Almost 14.2 million Australians read a printed newspaper each month, which is not far behind 15.4

million people who access Facebook (Source: emmaTM conducted by Ipsos MediaCT, 12 months

ending December 2016)

While readership of printed newspapers has not kept pace with population growth, overall reading in

the last month is up compared to 3 years ago (Source: emmaTM conducted by Ipsos MediaCT, 36

months ending December 2016)

TV viewing in the last week has not grown to the same extent as newspapers have over a month

(Source: emmaTM conducted by Ipsos MediaCT, 36 months ending December 2016)

Newspaper readers do skew older but 5.6 million are aged under 50 (Source: emmaTM conducted by

Ipsos MediaCT, 12 months ending December 2016)

Newspaper readers are more likely to be affluent - both older and up and coming affluents (Source:

emmaTM conducted by Ipsos MediaCT, 12 months ending December 2016)

There are more newspaper readers that have investments over $1m than Facebook do. (Source:

emmaTM conducted by Ipsos MediaCT, 12 months ending December 2016)

Netflix users are most different to the population, but are also the least affluent (Source: emmaTM

conducted by Ipsos MediaCT, 12 months ending December 2016)

The tone

Bold, unapologetic, credible and honest.

Connects with consumers in a relatable and compelling manner

Mandatories / considerations

News Corp’s print assets must be considered as part of your response. See Appendix A for a summary of News Corp print assets.

Region and markets

This brief is for a national campaign.

Budget

$1 million

What does success look like?

Please include how you would measure the success of your campaign according to the below criteria:

1. Increased awareness & talkability across the target markets 2. Improved perception across demographics 3. A 20% uplift in sales over a 12 month period

Timing

The campaign should launch in June 2017 and run for a four week period, with a second wave to run for a four week period in September 2017.

What we want from you

Teams of two are required to develop a high impact print campaign in response to the brief. Entries will need to demonstrate ideas that leap off the page. Your solution and ideas need to be realistic and achievable. Your response is to be supplied as a campaign (rather than just a single advertisement). Creative use of space is welcome and there are no form restrictions; full page and double page executions are permitted.

Judging criteria

Your team entry will be judged on the following criteria:

Is there a big idea? (30%)

How innovative is the idea? (20%)

Creative quality of execution (30%)

Degree of difficulty within the category (5%)

How well the message is communicated (15%)

What you need to submit

1. Minimum of 3 and a maximum of 5 print adverts, uploaded as one PDF file. Ensure that your total file size is no larger than 10mb.

2. 400 word written response which explains which News Corp Australia assets your campaign will set (including which section) and why.

Please note:

Entries that exceed the maximum upload and/or word count limit in their submission will be automatically disqualified.

Submissions must be your team's own original work.

NO agency/personal name branding is allowed on submissions.

Your entry must be submitted online (hard copies will not be accepted).

Each team is required to submit their entry by 5:00pm AEST Friday, March 31, 2017 (late entries will not be accepted.

All work created as part of Cannes Young Lions Competition remains the property of News Corp Australia.

What happens next?

Announcement of First Round Finalists

All first round finalists will be announced on Monday May 1st, 2017 on ozcannes.com.au and will move into the second round.

Second Round Briefing

In the second round, your team will receive a 24 hour print brief and participate in a 3 day boot camp at News Corp HQ in Sydney. The second round brief is to be completed in 24 hours and will be issued on May 10, 2017.

Winners Announcement Event

The winning team of each category will be announced at a Winners Announcement event on Thursday May 11th at 6.30pm in Sydney and will then go on to represent Australia in their relevant category at the Young Lions Competition at the Cannes Lions International Festival of Creativity.

For more information:

Visit ozcannes.com.au or speak to your News Corp Australia representative

Follow News Corp Australia on LinkedIn, Facebook, Instagram and Twitter

APPENDIX A: NEWS CORP ASSETS

Metro Mastheads

News Corp’s metro mastheads are Australia’s favourite daily newspapers in Queensland (The Courier Mail), New South Wales (The Daily Telegraph), Victoria (The Herald Sun) and South Australia (The Advertiser). They offer readers relevant news, sport, lifestyle, entertainment and business coverage across multiple platforms (print, digital, mobile, tablet and NIMs).

Our newspapers reach 6.6 million Australians per week collectively, with one ad placed in our metro newspapers reaching 3.2 million people and 3.4 million on Sundays.

Source: Nielsen Digital Ratings Monthly November 2016.

The Australian

As the country’s leading national news brand, The Australian boasts unparalleled national and global news and business journalism across a number of platforms including the daily broadsheet newspaper, desktop and mobile websites, tablets and apps.

The Australian is the news brand with exclusive access to Australia’s wealthy and powerful and offers a large and desirable audience reaching over 2.9 million Australians across all platforms – print, digital, mobile, tablet and NIMs.

Source: Nielsen Digital Ratings Monthly November 2016.

NewsLifeMedia

NewsLifeMedia is a content connection business with some of the most powerful and trusted brands in the country including Taste.com.au, Donna Hay, Vogue Australia, GQ Australia, Body + Soul, Kidspot.com.au, whimn and Australia’s number one news source, News.com.au. News Life Media aims to shape a more stylish, creative and connected way for Australians to live through content that informs, inspires and moves our consumers to action.

NewsLifeMedia’s digital and print assets reach an unduplicated audience of 8.7 million – representing 48% of Australians aged over 14 every month.

Source: Nielsen Digital Ratings Monthly November 2016.

News Community Titles

News Corp’s News Community Titles include over 100 local mastheads across Australia. Our national network of local mastheads and digital options enable businesses and retailers to connect with their customers in their very own neighbourhood.

Our News Community media network reaches 4.7 million readers locally each week, whilst delivering over 2 million locals to our online pages each month.

Source: Nielsen Digital Ratings Monthly November 2016.

Sport

News Corp Australia offers engagement with audiences that love their sport via the Supercoach, SuperRacing

and Footy Tipping programs.

APPENDIX B - AUDIENCE & MEDIA CONSUMPTION DATA

Table 1. Media Penetration

% of those who have consumed a specific media type broken down by age bracket

Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2016

Table 2. Attitudes to Media

% of people’s attitudes to different media types broken down by age bracket

Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2016

Totals 14-29 30-44 45-64 65+

[000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index

18241 100.0 4864 100.0 100 4657 100.0 100 5461 100.0 100 3258 100.0 100

Weekday newspapers read in

LW8771 48.1 1678 34.5 72 1972 42.4 88 3005 55.0 114 2116 64.9 135

Any newspapers read LW

including communities & rural11478 62.9 2014 41.4 66 2635 56.6 90 4023 73.7 117 2805 86.1 137

Read any Weekly Magazine 4611 25.3 907 18.7 74 1092 23.4 93 1579 28.9 114 1033 31.7 125

Read any Monthly Magazine 8892 48.7 2039 41.9 86 2178 46.8 96 2870 52.5 108 1806 55.4 114

Used internet in LW 17098 93.7 4666 95.9 102 4503 96.7 103 5235 95.9 102 2693 82.7 88

Used Mobile phone to access

internet in LW12490 68.5 4231 87.0 127 4009 86.1 126 3420 62.6 91 830 25.5 37

Used Tablet to access internet

in LW7603 41.7 1750 36.0 86 2367 50.8 122 2479 45.4 109 1006 30.9 74

Table 1. Media Penetration

Totals

Totals 14-29 30-44 45-64 65+

[000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index

18241 100.0 4864 100.0 100 4657 100.0 100 5461 100.0 100 3258 100.0 100

Nearly all TV ads annoy me 11720 64.3 3151 64.8 101 2883 61.9 96 3444 63.1 98 2242 68.8 107

I mostly l isten to radio in my

car12708 69.7 3195 65.7 94 3323 71.4 102 3994 73.1 105 2196 67.4 97

I will switch radio stations to

avoid ads8787 48.2 2725 56.0 116 2594 55.7 116 2254 41.3 86 1214 37.3 77

I notice advertising on buses

and taxis9572 52.5 2894 59.5 113 2623 56.3 107 2756 50.5 96 1299 39.9 76

You cannot help seeing those

big billboards9644 52.9 2540 52.2 99 2428 52.1 99 2952 54.1 102 1724 52.9 100

I often enter competitions run

by newspapers, magazines or

radio stations

2240 12.3 552 11.4 92 591 12.7 103 698 12.8 104 398 12.2 100

I use coupons I find in

newspapers and magazines3687 20.2 986 20.3 100 1016 21.8 108 1073 19.7 97 611 18.8 93

Advertising catalogues give me

ideas on what to buy9507 52.1 2108 43.3 83 2571 55.2 106 3051 55.9 107 1778 54.6 105

I am interested in hearing

about celebrities2967 16.3 1024 21.0 129 829 17.8 109 736 13.5 83 378 11.6 71

I find print advertising more

reliable than TV advertising3073 16.8 774 15.9 94 648 13.9 83 840 15.4 91 811 24.9 148

I read most of the mobile

advertising messages I receive1711 9.4 498 10.2 109 383 8.2 88 488 8.9 95 342 10.5 112

The online and mobile

advertising messages that are

tailored to me are useful

2884 15.8 981 20.2 127 835 17.9 113 723 13.2 84 346 10.6 67

Totals

Table 3. Media Consumption

Media consumption (Heavy, medium & light) broken down by age bracket

Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2016

Totals 14-29 30-44 45-64 65+

[000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index

18241 100.0 4864 100.0 100 4657 100.0 100 5461 100.0 100 3258 100.0 100

Newspapers including

communities,rural &

NIMs\Heavy (7+ issues a week)

4052 22.2 435 8.9 40 694 14.9 67 1543 28.2 127 1380 42.3 191

Newspapers including

communities,rural &

NIMs\Medium (3 to 6 a week)

3799 20.8 750 15.4 74 929 19.9 96 1312 24.0 115 808 24.8 119

Newspapers including

communities,rural &

NIMs\Light (1 to 2 a week)

3766 20.6 877 18.0 87 1052 22.6 109 1208 22.1 107 629 19.3 94

Newspapers including

communities,rural &

NIMs\Non-consumers (do not

read newspapers)

6624 36.3 2802 57.6 159 1982 42.6 117 1399 25.6 71 442 13.6 37

Magazines\Heavy (4+

magazines read)3894 21.3 781 16.1 75 914 19.6 92 1361 24.9 117 839 25.7 121

Magazines\Medium (2 to 3

magazines read)3712 20.3 790 16.2 80 896 19.2 95 1174 21.5 106 851 26.1 128

Magazines\Light (1 magazine

read)3541 19.4 865 17.8 92 842 18.1 93 1086 19.9 102 748 23.0 118

Magazines\Non-consumers (do

not read Magazines)7094 38.9 2429 49.9 128 2004 43.0 111 1840 33.7 87 820 25.2 65

TV\Heavy (4:00 hours or more

a day)5338 29.3 763 15.7 54 975 20.9 72 1987 36.4 124 1613 49.5 169

TV\Medium (2:00 to 3:59 hours

a day)6541 35.9 1327 27.3 76 1814 39.0 109 2179 39.9 111 1221 37.5 104

TV\Light (up to 1:59 hours a

day)2944 16.1 1048 21.5 133 914 19.6 122 723 13.2 82 259 7.9 49

TV\Non-consumers (did not

watch TV)3418 18.7 1727 35.5 189 954 20.5 109 572 10.5 56 166 5.1 27

Radio\Heavy (3:00 hours or

more a day)3491 19.1 585 12.0 63 766 16.5 86 1146 21.0 110 994 30.5 159

Radio\Medium (1:00 to 2:59

hours a day)5079 27.8 1060 21.8 78 1416 30.4 109 1720 31.5 113 884 27.1 97

Radio\Light (up to 0:59 hours a

day)3258 17.9 957 19.7 110 923 19.8 111 1001 18.3 103 377 11.6 65

Radio\Non-consumers (did not

l isten to Radio)6412 35.2 2263 46.5 132 1553 33.3 95 1594 29.2 83 1003 30.8 88

Internet\Heavy (3:00 hours or

more a day)5802 31.8 2511 51.6 162 1566 33.6 106 1260 23.1 73 464 14.3 45

Internet\Medium (1:00 to 2:59

hours a day)6561 36.0 1310 26.9 75 1858 39.9 111 2219 40.6 113 1174 36.0 100

Internet\Light (up to 0:59 hours

a day)2514 13.8 380 7.8 57 637 13.7 99 975 17.8 129 522 16.0 116

Internet\Non-consumers (did

not use internet)3363 18.4 663 13.6 74 596 12.8 69 1008 18.5 100 1097 33.7 183

Outdoor\Heavy (3:00 hours or

more a day)6943 38.1 2252 46.3 122 1817 39.0 103 1862 34.1 90 1012 31.0 82

Outdoor\Medium (1:30 to 2:59

hours a day)4087 22.4 878 18.1 81 1111 23.9 107 1348 24.7 110 750 23.0 103

Outdoor\Light (up to 1:29

hours a day)3881 21.3 831 17.1 80 1011 21.7 102 1328 24.3 114 712 21.9 103

Outdoor\Non-consumers (did

not spend time outdoor)3330 18.3 904 18.6 102 718 15.4 84 924 16.9 93 785 24.1 132

Totals

Table 4. Category Intention

% of those who have read newspapers in the last week including communities & rural and their intention to

spend on certain categories broken down by age bracket

Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2016

Any newspapers read LW incl.

communities & ruralTotals 14-29 30-44 45-64 65+

[000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index

11478 100.0 2014 100.0 100 2635 100.0 100 4023 100.0 100 2805 100.0 100

Auto - Intend to purchase in

next 12 months1301 11.3 205 10.2 90 393 14.9 131 494 12.3 108 209 7.5 66

Real estate - l ikely to buy a

new home in next 12 months1329 11.6 215 10.7 92 506 19.2 166 451 11.2 97 158 5.6 49

Telecommunications -

Responsible for household

decisions

4486 39.1 363 18.0 46 992 37.7 96 1640 40.8 104 1490 53.1 136

Finance - Responsible for

household decisions4018 35.0 351 17.4 50 841 31.9 91 1447 36.0 103 1379 49.1 140

Travel - Intend to travel

domestically in 6 months or

internationally in 12 months

8657 75.4 1478 73.4 97 2035 77.2 102 3055 75.9 101 2089 74.5 99

Personal finance - Over $1

mill ion in investments906 7.9 86 4.3 54 159 6.0 76 410 10.2 129 251 9.0 113

Business decisions -

Responsible for any business

decison making

1796 15.6 286 14.2 91 639 24.2 155 764 19.0 121 107 3.8 24

Sport - Place a Bet/Go to

professional sport event in

last 3 months

2743 23.9 532 26.4 111 679 25.8 108 1026 25.5 107 506 18.0 76

Food - Food preparer or GB 6536 56.9 786 39.0 69 1452 55.1 97 2471 61.4 108 1827 65.1 114

Entertainment - Go to the

movies at least once a month

or watch DVD, rented movie/TV

series at least 2-3 times per

month

6729 58.6 1425 70.8 121 1683 63.9 109 2240 55.7 95 1381 49.2 84

Totals

Table 5. Top 20% by category

% of those who have read newspapers in the last week including communities & rural and their actual spend

on certain categories broken down by age bracket

Any newspapers read LW incl.

communities & ruralTotals 14-29 30-44 45-64 65+

[000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index

Totals 11478 100.0 2014 100.0 100 2635 100.0 100 4023 100.0 100 2805 100.0 100

Baby goods (excluding

clothing) (Median weekly AUD

20.7)

218 1.9 47 2.4 124 88 3.3 176 70 1.7 91 13 0.5 24

Cigarettes & Tobacco (Median

weekly AUD 106.6)558 4.9 150 7.5 153 124 4.7 97 205 5.1 105 78 2.8 57

Fast Food And Takeaway

(Median weekly AUD 94)1649 14.4 405 20.1 140 484 18.4 128 639 15.9 111 121 4.3 30

Meals In Restaurants, Hotels,

Clubs And Related (Median

weekly AUD 142.5)

1188 10.3 256 12.7 123 300 11.4 110 473 11.8 114 159 5.7 55

Education Fees (Median

weekly AUD 239.2)752 6.5 156 7.8 119 214 8.1 124 348 8.7 132 33 1.2 18

Audio Visual Equipment Tools,

Media & Software (Median

weekly AUD 163.2)

993 8.6 193 9.6 111 265 10.0 116 394 9.8 113 141 5.0 58

Books (Median weekly AUD

54.7)435 3.8 79 3.9 103 120 4.5 120 185 4.6 121 52 1.8 49

Cinema Fees & Charges

(Median weekly AUD 40.4)255 2.2 65 3.2 146 68 2.6 117 102 2.5 114 20 0.7 31

Concerts, Theatres, Museums,

Nightclubs And Other Social &

Cultural Fees (Median weekly

AUD 125.5)

400 3.5 72 3.6 102 117 4.4 127 164 4.1 117 48 1.7 49

Health, Fitness & Sport Fees &

Charges (Median weekly AUD

106.2)

650 5.7 134 6.7 118 208 7.9 139 231 5.7 101 77 2.7 48

Holiday & Airfare Expenditure

(Median weekly AUD 318.5)865 7.5 130 6.4 85 200 7.6 101 370 9.2 122 165 5.9 78

Magazines & Comics (Median

weekly AUD 15.8)560 4.9 96 4.8 98 123 4.7 96 213 5.3 109 128 4.5 93

Newspapers (Median weekly

AUD 13.6)1044 9.1 126 6.3 69 144 5.5 60 363 9.0 99 411 14.7 161

Recreational, Leisure &

Sporting Equipment & Fees

(Inc. Toys) (Median weekly AUD

74.4)

853 7.4 140 7.0 94 292 11.1 149 339 8.4 114 81 2.9 39

Travel insurance - selected

payments (Median weekly AUD

13)

364 3.2 56 2.8 88 57 2.2 69 138 3.4 109 111 4.0 125

Alcoholic Beverages (Median

weekly AUD 151.2)1115 9.7 250 12.4 128 296 11.2 116 421 10.5 108 148 5.3 54

Bread, Cakes, Pasta & Cereals

(Median weekly AUD 61.4)1988 17.3 422 20.9 121 613 23.3 134 741 18.4 106 212 7.5 44

Dairy (Median weekly AUD

34.5)2008 17.5 345 17.1 98 645 24.5 140 759 18.9 108 259 9.2 53

Fish & Seafood (Median weekly

AUD 22)1156 10.1 210 10.4 103 243 9.2 92 463 11.5 114 240 8.6 85

Fruit & Vegetables (Median

weekly AUD 59)2028 17.7 350 17.4 98 532 20.2 114 796 19.8 112 349 12.4 70

Meat & Poultry (Median

weekly AUD 63)1952 17.0 368 18.3 108 519 19.7 116 783 19.4 114 282 10.0 59

Non-Alcoholic Beverages

(Median weekly AUD 40)1889 16.5 421 20.9 127 519 19.7 120 737 18.3 111 212 7.6 46

Packaged Food & Additives

(Median weekly AUD 54)1927 16.8 381 18.9 113 625 23.7 141 744 18.5 110 176 6.3 37

Table 5. Top 20% by category (continued)

% of those who have read newspapers in the last week including communities & rural and their actual spend

on certain categories broken down by age bracket

Source: emmaTM conducted by Ipsos MediaCT, 12 months ending December 2016

Any newspapers read LW incl.

communities & ruralTotals 14-29 30-44 45-64 65+

[000] Vert % [000] Vert % Index [000] Vert % Index [000] Vert % Index [000] Vert % Index

Totals 11478 100.0 2014 100.0 100 2635 100.0 100 4023 100.0 100 2805 100.0 100

Children's & Infants' Footwear

& Clothing (Median weekly

AUD 45.6)

519 4.5 93 4.6 102 208 7.9 175 184 4.6 101 34 1.2 27

Footwear (Median weekly AUD

85.7)226 2.0 40 2.0 100 52 2.0 100 95 2.4 121 39 1.4 70

Hosiery (Median weekly AUD

14.9)278 2.4 59 2.9 121 72 2.7 112 109 2.7 111 39 1.4 57

Men's Footwear & Clothing

(Median weekly AUD 93.4)390 3.4 99 4.9 145 93 3.5 104 139 3.5 102 58 2.1 61

Watches, Jewellery &

Accessories (Median weekly

AUD 62.9)

511 4.5 100 5.0 112 116 4.4 99 224 5.6 125 71 2.5 57

Women's Footwear & Clothing

(Median weekly AUD 119.2)681 5.9 142 7.0 119 164 6.2 105 287 7.1 120 88 3.1 53

Fuel (Median weekly AUD 61.4) 1636 14.3 346 17.2 121 459 17.4 122 669 16.6 117 162 5.8 41

Health & Medical (Median

weekly AUD 110.5)1784 15.5 289 14.4 92 389 14.8 95 737 18.3 118 369 13.1 85

Health Insurance (Median

weekly AUD 88.9)1289 11.2 208 10.3 92 324 12.3 109 565 14.0 125 192 6.8 61

Personal Care (Median weekly

AUD 81.2)1742 15.2 327 16.3 107 455 17.2 114 689 17.1 113 272 9.7 64

Building & Contents Insurance

(Median weekly AUD 26.8)1636 14.3 194 9.6 68 455 17.3 121 712 17.7 124 275 9.8 69

Dwelling Repairs &

Maintenance (Median weekly

AUD 203.9)

618 5.4 60 3.0 56 154 5.9 109 251 6.2 116 152 5.4 101

Garden & Hardware (Median

weekly AUD 63.3)1028 9.0 145 7.2 80 264 10.0 112 415 10.3 115 203 7.2 81

Homewares & Furnishings

(Median weekly AUD 182.5)1225 10.7 197 9.8 92 326 12.4 116 489 12.2 114 212 7.6 71

Household Consumables

(Median weekly AUD 46.3)1941 16.9 344 17.1 101 593 22.5 133 750 18.6 110 254 9.1 54

Pet & Animal Expenditure

(Median weekly AUD 57.2)974 8.5 168 8.4 99 240 9.1 107 379 9.4 111 187 6.7 79

White goods (Median weekly

AUD 172.7)417 3.6 65 3.2 88 103 3.9 108 162 4.0 111 87 3.1 86

Interest Repayments (excluding

mortgages) (Median weekly

AUD 70.4)

600 5.2 133 6.6 127 193 7.3 140 224 5.6 106 50 1.8 34

Child Care Services (Median

weekly AUD 169.4)284 2.5 31 1.5 62 156 5.9 240 92 2.3 93 5 0.2 7

Household Services (Median

weekly AUD 72.7)698 6.1 103 5.1 84 174 6.6 109 278 6.9 113 143 5.1 84

Stationery (Median weekly AUD

24)1033 9.0 172 8.5 95 280 10.6 118 422 10.5 117 158 5.6 63

Landline & Mobile Phone

Charges (Median weekly AUD

76)

1854 16.2 480 23.8 147 521 19.8 122 698 17.4 107 156 5.5 34

Vehicle Maintenance (Median

weekly AUD 337.2)1918 16.7 376 18.7 112 526 19.9 119 799 19.9 119 217 7.7 46