Proving the Effectiveness of Irish News Brands

CHALLENGING THE PERCEPTIONS OF

THE EFFECTIVENESS OF PRINT

ADVERTISING

Nobody reads newspapers

any more

Newspapers are only read by the older population

It’s easier and more effective

online

OVERALL EFFECTIVENESS OF PRINT ADS IS ON THE INCREASE

(Ad effectiveness index is calculated taking the scores for recall, engagement and action)

143157

178 179 171

204

2013 2014 2015 2016 2017 2018

RECALL ENGAGEMENT ACTION

PRINT REMAINS A STRONG MEDIUM

54%70%

40%52%

17%28%

20132013

2013

2018

2018

2018

MORE PEOPLE ARE

NoticingEngaging

Taking Action

ON PRINT ADS

PRINT REMAINS A STRONG MEDIUM

FRESH APPROACH

OVERALL IMPRESSION

BENEFIT

2013 41%2018 51%

2013 34%2018 48%

2013 23%2018 35%

AND THE ADS AREMore originalMore likeable

Providing more benefit

41%

55%

Quarter Page Full Page

201362%

70%

Quarter Page Full Page

LARGER ADS CONTINUE TO GAIN ADDITIONAL RECALL

2018

59

50

32

49

26

46

27

4341

49

26

40

52

3633

52

59

47

27

49

Ad Recall Sender Identification Emotional Reaction New Information

Print Web TV Content Marketing Print Radio

MEDIA COMPARISONS

6,037 print, 299 web, 997 content marketing, 353 TV, 151 radio

An Independent Study to Evaluate the Effectiveness of Irish News Brands

METHODOLOGY

• Online survey sent out to 3 different respondent sources• RAM clients’ panellists in Ireland• Publishers invitations via website links• External independent panel

• Fieldwork period• 20th March – 30th March 2018

• Independently managed by Research & Analysis of Media• 5 advertisers were identified and effectiveness of the

campaigns were evaluated across the Newsbrands Irelands titles in which they were appearing.

• Respondents were shown the ads, and then asked their opinions using RAM’s standard effectiveness questionnaire

Client Panels

35%

Publisher Links17%

External panel 48%

1,300responses

47% 53%

THE SURVEY – Who we spoke to

3 - 49

50+

46%

30 - 49

38%

15 - 29

16%

50+

39%

30 - 49

38%

15 - 29

24%

CENSUS SURVEY

Base: Total Sample: 1,300 respondents

63% of our audience are

regular readers of dailies – 46% for

Sundays

Newspaper advertising

effectiveness has increased in the last 5 years

CHALLENGING THE PERCEPTIONS OF THE EFFECTIVENESS OF PRINT

ADVERTISING

49% of under 30 year olds rely more on

traditional newspapers for

trustworthy information

This compares to TGI industry data of56% read a daily almost always/quite often46% for Sundays almost always/quite often

NEWSPAPERS CONTINUE TO PROVIDE TRUSTWORTHY & USEFUL

INFORMATION

BEST SOURCE FOR LOCAL NEWS

66%

PRINT

BEST SOURCE FOR NATIONAL/

INTERNATIONAL NEWS

60%

ADVERTISING PROVIDES USEFUL

INFORMATION

52%

TRUSTWORTHY SOURCE FOR

NEWS

63%

MORE TRUSTWORTHY

THAN OTHER MEDIA CHANNELS

49%

MORE RELIABLE THAN OTHER MEDIA

CHANNELS

56%

Base: Total Sample: 1,300 respondents

MOST TRUSTWORTHY NEWS CONTENT

(% who ranked media as number 1

45%

1. 2. 3. 4. 5. 6.

22% 15% 13% 3% 1%NEWSPAPERS RADIOTELEVISION INTERNET/WEB SOCIAL MEDIA MAGAZINES

Base: Total Sample: 1,300 respondents

66

66

53

40

32

25

20

18

Social Media

Internet/Web

Television

Radio

Cinema

Magazines

Newspapers

Outdoor

MOST INTRUSIVE MEDIA (% who find advertising intrusive)

Base: Total Sample: 1,300 respondents

THE CASE STUDIES

THE RAM METRICS1

2

3

4

RECALL

RECOGNITION

ENGAGEMENT

ACTION

Do people remember seeing the ad

Were people aware of the brand

Did people engage with the ad – creativity, benefit, likeability, trigger emotion

Are people going to look for more information, visit the website, buy something

PROVING THE VALUE OF NEWSBRANDS IRELAND

75

51

58

50

59

5146

23

Recall Recognition Engagement Action

Ad Industry

Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 150 travel case studies from UK & Ireland between 2013 & 2018

PROVING THE VALUE OF NEWSBRANDS IRELAND

81

74

43

34

61 59

39

18

Recall Recognition Engagement Action

Ad Industry

Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 88 Telecoms case studies from UK & Ireland between 2013 & 2018

PROVING THE VALUE OF NEWSBRANDS IRELAND

15

49 51

38

52

60

40

15

Recall Recognition Engagement Action

Ad Industry

Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 100 motoring case studies from UK & Ireland between 2013 & 2018

PROVING THE VALUE OF NEWSBRANDS IRELAND

51

7065 6466

75

53

32

Recall Recognition Engagement Action

Ad Industry

Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 198 supermarket case studies from UK & Ireland between 2013 & 2018

PROVING THE VALUE OF NEWSBRANDS IRELAND

26

6055

4950

56

41

20

Recall Recognition Engagement Action

Ad Industry

Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 152 home furnishings case studies from UK & Ireland between 2013 & 2018

51% 49%

THE HARVEY NORMAN CUSTOMER

3 - 49

50+

46%

30 - 49

38%

15 - 29

16%

50+

52%

30 - 49

36%

15 - 29

12%

HARVEY NORMAN CUSTOMER SURVEY

Base: Total Sample: 1,300 respondents

49 %

49 %

70 %

51 %

51 %

83 %

65 %

51 %

43 %

45 %

53 %

54 %

44 %

53 %

41 %

49 %

36 %

54 %

58 %

39 %

41 %

72 %

49 %

43 %

40 %

27 %

20 %

19 %

11 %

19 %

31 %

22 %

Overall Impression

Sender Identification

Previous Knowledge

Appealing

Interesting

Easy to Understand

New Information

Positive

Fresh Approach

Benefit

Looked for More Information

Visit advertiser

Have bought/will buy

Visit website

Recommend

Discuss

Harvey Norman

Benchmark

HARVEY NORMAN’S EFFECTIVENESS METRICS – WHERE DOES IT PERFORM WELL?

Base: Regular readers of the titles in which the ad appeared, and recall seeing the adIndustry Benchmarks based on 152 home furnishings case studies from UK & Ireland between 2013 & 2018

13691

121131

124115

133119

108167

265284

400279

132223

Overall Impression

Previous Knowledge

Interesting

New Information

Fresh Approach

Looked for More Information

Have bought/will buy

Recommend

HARVEY NORMAN’S EFFECTIVENESS METRICS – WHERE DOES IT PERFORM WELL?

INDEX - 100

Base: Regular readers of the titles in which the ad appearedIndustry Benchmarks based on 152 home furnishings case studies from UK & Ireland between 2013 & 2018

CONTINUED LOYALTY GENERATES ACTION

55 59 53 48

40 3126

14

Visit Website Looked for MoreInformation

Discussing theOffer

Have bought/willbuy

Customer Non Customer

Base: Total Sample: 477 people who remember seeing the Harvey Norman ad

HARVEY NORMAN CUSTOMERS HAVE A POSITIVE IMPRESSION OF IRISH NEWSBRANDS

66

52

4036

72

59

48

42

All Harvey Norman Customers

Base: Total Sample: 1,300 respondents, & 477 Harvey Norman customers

Newspapers are the best source for local

news

Advertising in Newspapers provides important information

on goods & services

Adverts in newspapers encourage me to try

new brands

I find advertising in established newspaper

brands more relevant than other forms of media

70

68

53

38

31

27

19

15

Internet/Web

Social Media

Television

Radio

Cinema

Magazines

Newspapers

Outdoor

HARVEY NORMAN CUSTOMERS ACCEPT ADVERTISING TO BE AN INTEGRAL PART

OF NEWSPAPERS(% who find advertising intrusive in each media)

Base: Total Sample: 477 Harvey Norman customers

NEWSBRANDS IRELAND – THE ACTION MEDIA

38

50

34

64

49

15

2318

32

20

Ad Industry Average

KEY TAKEAWAYS

ACTIONNewspaper advertising

triggers action

ENGAGENewspaper advertising promotes

engagement

TRUSTNewspapers

are more trusted than other media

NON INTRUSIVE

Newspaper advertising is

an integral part of the medium