car advertising in newsbrands. category facts our readership is your target audience they are open...
TRANSCRIPT
• Category Facts
• Our readership is your target audience
• They are open to being persuaded
• The Newsbrands toolbox
• Advertising with newspaper titles build business
Contents
4
£739
Newsbrands are important to car manufacturers
Source: Nielsen, 2011
milliontotal ad spend
16%Spent with
newsbrands
5
Bmw U
k
Citroe
n Uk L
td
Skoda
Uk L
td
Fiat A
uto
Uk Ltd
Toyot
a (G
b) L
td
Seat U
k Ltd
Hyund
ai C
ar U
k Ltd
Vauxh
all M
otor
s Ltd
Maz
da C
ars (
Uk) L
td
Honda
Uk L
td
Audi U
k Ltd
All Car
Ave
rage
Mer
cede
s Ben
z Ltd
Renau
lt Uk L
td
Nissan
Mot
or G
b Lt
d
Peuge
ot M
otor
Co
Plc
Kia M
otor
s Uk
Volks
wagen
Uk L
td
Ford
Mot
or C
ompa
ny L
td
Volvo
Car
Uk L
td
Land
Rov
er0
5
10
15
20
25
30
Newsbrands have a 16% share
Source: Nielsen, 2011
6
Category 2011 spend £
Technology* 1,388m
Finance 1,270m
Entertainment & Leisure 912m
Retail 910m
Food 814m
Motors 739m
Cosmetics & Personal Care 712m
Travel & Transport 597m
Nearly ¾ of a £ billion advertising market
Technology includes computers, electronics and household appliances, games & consoles, telecoms
Source: Nielsen, 2011
9
That’s a lot of interested people
Source: NRS, UKOM
Readership by Platform
(Excludes Mobile & Tablet)
10
They are buyers – not just lookers
Source: NRS, Jul 2011-Jun 2012
Our reader like new cars
Index vs all adults
12
Readers can, and do, change their opinion on brands
Source: Millward Brown
The Ford advertising was
“surprising, and gets me to think differently”
13
Newspapers get you on the short listThe car sector is particularly responsive to newspaper advertising
Source: Newsworks Effectiveness Case Studies
Increase in brand consideration attributable to newspaper advertising
14
Newspapers get you on the short listNewspapers drive purchase consideration
% of respondents saying either...
“It’s my preferred car”
or “It’s one of the first I would consider”
or “It’s one of a number I’d consider”
Source: Newsworks Effectiveness Case Studies
Did not recognise newspaper campaign
Recognised newspaper campaign
15
TV Campaigns are stronger with newsbrands
Consideration shift, pre to post, is three times bigger when people see newspaper advertising as well as TV
Source: Newsworks Effectiveness Case Studies
16
Multiple executions give campaigns greater power
Seeing three executions increases all measures
(compared to those seeing only 1 execution)
Source: Newsworks Effectiveness Case Studies
27
Newspapers make people more likely to actNewspapers are the stronger medium for driving behaviour
Gives me a reason to go out and buy
Source: Newsworks Effectiveness Case Studies
28
We drive traffic to websites
Both online and printed newspapers drove traffic to the Toyota website
Source: Newsworks Effectiveness Case Studies