The Proof The business case for newspaper advertising as part of the media mix
2
National newspapers played a distinct and cost-effective role in NESCAFÉ’s successful multimedia campaign, demonstrating specific strengths in driving sales and building both purchase intent and emotional involvement brand metrics: Why newspapers for NESCAFÉ? Both the heaviest commercial TV viewers and frequent newspaper readers spend heavily on instant coffee – making the two media ideal and complementary partners for advertising. Frequent newspaper readers are the heaviest category buyers, spending £28.59 per household in 2009. Newspapers – the most cost-effective medium to drive brand measures • Newspapers delivered the highest overall return on
investment for NESCAFÉ, with TV second • Newspapers were the most efficient medium for driving
brand consideration • Newspapers were twice as efficient as TV in creating
emotional brand involvement • TV and newspapers worked in complementary ways to
build brand image.
NESCAFÉ Headline results
sales uplift
Newspapers drive 2.6% sales increase Rising to 7.5% sales uplift among those exposed to 5 newspaper ads. Newspapers enhance TV ad performance The NESCAFÉ TV ad worked harder and was more engaging if seen alongside the newspaper campaign.
Expenditure on instant coffee £ per household 2009
TV viewers and national newspaper readers spend heavily on instant coffee
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Heaviest third of TV is 29% of TV
£25.75 £28.22 £28.59
£27.27
Total market Heaviest 3rd TV viewers
Frequent newspaper readers
Frequent magazine readers
Expenditure on NESCAFÉ £ per household 2009
Readers of mid-market and popular newspapers are the heaviest spenders on NESCAFÉ
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
£13.08
£15.21 £15.05
£12.91
£16.32 £15.87
Total market Heaviest 3rd TV viewers
Frequent newspaper
readers
Frequent quality NPs
Frequent mid-market
NPs
Frequent popular NPs
Expenditure on NESCAFÉ GOLD BLEND £ per household 2009
Mid-market & Quality newspaper readers spend most on NESCAFÉ GOLD BLEND®
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
£3.59 £3.84
£4.36 £4.35 £4.79
£4.09
Total market Heaviest 3rd TV viewers
Frequent newspaper
readers
Frequent quality NPs
Frequent mid-market
NPs
Frequent popular NPs
10
15 14 14
8
39
Zero OTS 1-2 OTS 3-4 OTS 5-7 OTS 8-9 OTS 10+ OTS
Frequency distribution for NESCAFÉ TV campaign
National newspapers A perfect partner to TV
Source: BARB analysis of NESCAFÉ TV campaign – Adults
Low weights of TV exposure are
less effective The optimum OTS
High weights of TV exposure suffer diminishing returns
NESCAFÉ TV campaign Analysis of heavy TV viewers by social grade %
Heavy TV viewers more DE than brand profile
Source: BARB analysis of NESCAFÉ TV campaign – Adults/TGI 2009 Q3 NESCAFÉ Instant Coffee Adult user profile
AB
C1
C2
DE
41 23
21
22
24
29
14 26
Heavy TV viewers social class NESCAFÉ Instant Coffee TGI profile
124 117
186
108
142
Men 16-24 AB C1 London
TV: Profile % 43 10 15 26 16
NPs: Profile % 53 12 28 28 23
Newspaper audience delivery indexed against commercial TV
Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London
Source : BARB Jul – Dec 2009 / NRS Jul – Dec 2009
To quantify the effects of individual communications channels in a multi-media campaign for the NESCAFÉ brand. To establish the efficiency of each medium in building brand measures – what is the return on investment? To measure the sales impact of adding newspapers to the mix. To understand the synergistic effect of TV and newspaper ads working together.
Test Objectives
Aug 09 Sep 09 Oct 09 Nov09 Dec 09 £m
Media Target
Audience: 18-65 hot beverage drinkers
TV 3.2
Newspapers 0.9
Outdoor 0.7
Online 0.3
Research Dates
Millward Brown
CrossMedia™
Tracking
10
NESCAFÉ: Test detail
Media Plan
1004 TVRs
Pre
Campaign objective Relaunch the NESCAFÉ brand
418 GRPs
Pre Post
NESCAFÉ: The creative work
Newspaper creative
NESCAFÉ: The creative work
Newspaper creative
NESCAFÉ: The creative work
Outdoor creative TV newspaper creative Online creative
The findings
14
NESCAFÉ
Newspaper advertising effect on NESCAFÉ sales % increase
Immediate 2.6% sales uplift from newspapers
Source: dunnhumby
2.6
During campaign
Newspaper advertising effect on NESCAFÉ sales at different OTS % increase
Newspapers drive 7.5% sales increase at 5 OTS
Source: dunnhumby
1.7
2.6
4.5 4.9
7.5
1 OTS 2 OTS 3 OTS 4 OTS 5 OTS
Newspaper advertising effect on NESCAFÉ trial % increase
Newspaper campaign encourages trial
Source: dunnhumby
2.6
NP during and 12 weeks post campaign
Newspaper advertising effect on NESCAFÉ penetration % increase
Newspapers drive penetration
Source: dunnhumby
2.7
2.0
NP during NP post
Tesco Clubcard lifestyle profile Newspaper buyers who bought NESCAFÉ indexed against average Tesco Clubcard user profile
Newspaper readers less price sensitive
Source: dunnhumby
78
124
Convenience 100
Price sensitive
41 23
21
22
24
29
14 26
% of uplift % of cost
Contribution to overall uplift in NESCAFÉ brand measures versus cost of media %
Both Newspapers and TV punch above their weight
Source: Millward Brown CrossMedia™ modelling
Total uplift in brand measures
driven by media activity
5% uplift Online
Outdoor
Newspapers
TV
Overall uplift across brand measures per £1m invested %
Newspapers deliver the highest return on investment
1.2 1.1
0.2
0.4
Newspapers TV Outdoor Online
Cost of 1% uplift across NESCAFÉ brand measures £m
Newspapers most cost-efficient for building brand health
0.86 0.94
6.36
2.56
Newspapers TV Outdoor Online
Uplift in brand involvement per £1m invested Someone I’d like %
Newspapers twice as efficient as TV at creating emotional brand involvement
2.2
0.9
Newspapers TV
Uplift in brand commitment per £1m invested Likelihood to choose %
Newspapers most cost-effective at driving consideration
1.8
1.0
0.2
Newspapers TV Outdoor
Brand image uplift % endorsing NESCAFÉ
TV & Newspapers strengthen brand image
+3.2
+4.0
+4.0
+4.1
+4.2
+5.6
+7.3
+8.0
Fame
Everyday
Appeal
Quality
Premium
Stature
Sociability
Taste
Uplift in brand image per £1m invested % endorsing NESCAFÉ
Multimedia campaign strengthens brand image
0.8
1.0
0.2
0.5
Newspapers TV Outdoor Online
Recognition – Newspaper ads % recognising
Strong creative impact leads to good recognition
33
20
NESCAFÉ Millward Brown print norm (326 ads)
Newspaper ads % agreeing
Strong impact and branding ensures engagement
54
63
47
73
92
68
I'd stop and look rather than turn the page
Very eye-catching
Definitely remember ad was for NESCAFÉ
NESCAFÉ Millward Brown Norm
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving Norm: 61 NP ads
Recognise NP
(Each axis 0-80%)
Newspaper involvement diagnostics
Newspaper ads engage very strongly
Adding newspapers enhances TV performance
Response to TV ads % agreeing
42
51
51
50
56
43
+16
+24
+25
+17
+17
+17
Made me more likely to buy NESCAFÉ
Made brand more appealing
Points made were believable
Points made were relevant
Contained different information
Contained new information
45
48
68
59
43
52
TV solus Added effect of NP Millward Brown norm
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving Norm: 698 TV ads
Recognise TV solus
(Each axis 0-80%)
Recognise TV + NP
TV involvement diagnostics
TV ad more engaging when seen alongside newspapers
Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box %
Adding newspapers builds re-appraisal
49
66
77
TV solus TV + 1 newspaper ad TV +4/5 newspaper ads Recognise:
Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box %
TV plus newspapers boosts emotional impact
50
69
77
TV solus TV + 2/3 newspaper ads TV +4/5 newspaper ads Recognise:
Advertising measures – Depth of information Gives me enough information to decide Top 2 Box %
Depth of information builds across campaign
53 60
71 79
TV solus TV + 1 newspaper ad
TV + 2/3 newspaper ads
TV +4/5 newspaper ads
Recognise:
Advertising measures – Call to action Gives me a reason to go out and buy Top 2 Box %
TV + newspapers partnership drives powerful call to action
46
63
73
TV solus TV + 2/3 newspaper ads TV +4/5 newspaper ads Recognise:
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