newspaper advertising
TRANSCRIPT
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Pg 1
National Newspapers – Fingertip facts
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Pg 2
The costs cited in this booklet are ballpark estimates of market costs in 2008. A number of factors can influence the eventual price.
Contents
Campaign cost & cover – selected groups Cover & cost vs other media Campaign costs by audience Newspaper coverage build Less wastage with newspapers Demographic profile: Newspapers vs TV National newspapers strong in London Newspapers’ regional profile fits well with TV
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Pg 3
Campaign cost & cover – selected groupsNational newspapers offer a cost-effective way to
engage with consumer across a range of products and services
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Pg 4
Main supermarket shopper
£1.2m buys…
Page colour campaign
Campaign reach: 19.5m
70% cover @ 5 OTS
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Pg 5
Buy dog food
£370k buys…
25x4 colour campaign
Campaign reach: 5.6m
70% cover @ 5 OTS
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Pg 6
Eat Walkers crisps at least once a week
£350k buys…
25x4 colour campaign
Campaign reach: 13.8m
70% cover @ 5 OTS
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Pg 7
“Prepared to pay more for foods that don’t contain additives
£1.2m buys…
Page colour campaign
Campaign reach: 15.2m
70% cover @ 5 OTS
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Pg 8
Used probiotic yoghurt in last week
£1m buys…
Page colour campaign
Campaign reach: 10.5m
70% cover @ 5 OTS
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Pg 9
Spend at least £5 per month on skincare products
£1.2m buys…
Page colour campaign
Campaign reach: 9m
70% cover @ 5 OTS
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Pg 10
Used hay fever remedies in last 12 months
£410k buys…
24x5 colour campaign
Campaign reach: 6.2m
70% cover @ 5 OTS
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Pg 11
Take vitamins or other supplements at least once a week
£460k buys…
24x5 colour campaign
Campaign reach: 12.7m
70% cover @ 5 OTS
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Pg 12
Drank 5 or more pints of lager in last week
£250k buys…
24x5 colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS
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Pg 13
Drank malt whisky in last month
£350k buys…
24x5 colour campaign
Campaign reach: 3.2m
70% cover @ 5 OTS
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Pg 14
Drink at least one measure of vodka a week
£270k buys…
24x5 colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS
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Pg 15
Took out a mortgage in the last 12 months
£1.1m buys…
Page colour campaign
Campaign reach: 1.4m
70% cover @ 5 OTS
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Pg 16
Have a loan
£400k buys…
24x5 colour campaign
Campaign reach: 9.3m
70% cover @ 5 OTS
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Pg 17
Spend £500 or more per month on credit cards
£1.1m buys…
Page colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS
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Pg 18
Acquired a supermarket credit card in the last 12 months
£350k buys…
25x4 colour campaign
Campaign reach: 300,000
70% cover @ 5 OTS
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Pg 19
Have taken out Tesco car insurance
£410k buys…
25x4 colour campaign
Campaign reach: 1.1m
70% cover @ 5 OTS
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Pg 20
Have taken out buildings and contents insurance direct from the company in the last 12 months
£440k buys…
25x4 colour campaign
Campaign reach: 3.5m
70% cover @ 5 OTS
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Pg 21
Have taken out life assurance direct from the company in the last 12 months
£370k buys…
25x4 colour campaign
Campaign reach: 4.7m
70% cover @ 5 OTS
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Pg 22
Personal income of at least £40k+
£840k buys…
Page colour campaign
Campaign reach: 2m
70% cover @ 5 OTS
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Pg 23
In full-time employment
£400k buys…
25x4 colour campaign
Campaign reach: 12.7m
70% cover @ 5 OTS
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Pg 24
Travelled by air on business in last year
£950k buys…
Page colour campaign
Campaign reach: 4.3m
70% cover @ 5 OTS
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Pg 25
Obtained new car in last 12 months
£1.2m buys…
Page colour campaign
Campaign reach: 2.8m
70% cover @ 5 OTS
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Pg 26
Bought a computer in last 12 months
£1.1m buys…
Page colour campaign
Campaign reach: 6m
70% cover @ 5 OTS
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Pg 27
Cover & cost vs other mediaNewspapers vs other media cost & cover comparison
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Pg 28
Newspaper costs vs TV
Newspapers300 GRPs
Page colour
TV 300 TVRs30 seconds
16-34 men £800k £1650k
Men £940k £990k
ABC1 men £950k £1350k
AB adults £970k £1200k
AB women £1000k £1000k
ABC1 women 25-45 £1030k £960k
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Pg 29
More reach in Newspapers
ABC1 adults Reach & frequency
Nationals – 25x4 colour 74% @ 4.3 OTS
Radio – 30 seconds 48% @ 9.3 OTH
£400k buys one of…
£300k buys one of…
18-34 men Reach & frequency
Nationals – 25x4 colour 73% @ 4.3 OTS
Radio – 30 seconds 56% @ 9.5 OTH
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Pg 30
Newspaper: Same reach as 6 sheets, less cost
ABC1 adults Reach & frequency
Nationals – 25x4 colour 75% @ 4 OTS £400k
6 sheets – 4750 x 2 weeks 75% @ 15 OTH £640k
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Pg 31
Newspaper vs 48 sheets
18-34 men Reach & frequency
Nationals – Page colour 70% @ 4 OTS
48 sheets – 2500 x 2 weeks 70% @ 13 OTH
£700k buys one of…
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Pg 32
Newspaper reach more adults than online
All adultsNumber reached
Reach of UK population
Nationals – Page colour 34m 72% @ 4 OTS
Online MPU ad 20m 42% @ 5 OTS
£1m buys one of…
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Pg 33
Newspaper reach more 18-34s than online
18-34 adultsNumber reached
Reach of UK population
Nationals – 25 x 4 colour 9m 67% @ 4.5 OTS
Online banner ad 7m 54% @ 5 OTS
£350k buys one of…
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Pg 34
Newspaper reach more ABC1 women than online
ABC1 womenNumber reached
Reach of UK population
Nationals – 25 x 4 colour 10.4m 75% @ 6 OTS
Online MPU ad 6.5m 48% @ 5 OTS
£600k buys one of…
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Pg 35
Newspaper reach more ABC1 women than women’s magazines
ABC1 women Reach & frequency
Nationals – 25 x 4 colour 70% @ 4.2 OTS
Women’s magazines Page colour
49% @ 6.3 OTS
£400k buys one of…
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Pg 36
Newspaper reach more 18-34s than magazines
18-34 adults Reach & frequency
Nationals – 25 x 4 colour 67% @ 4.5 OTS
Magazines – Page colour 62% @ 5.9 OTS
£350k buys one of…
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Pg 37
Newspaper reach more ABC1 men than magazines – at less cost
ABC1 men Reach & frequency
Nationals – 25 x 4 colour 76% @ 4.0 OTS
Magazines – Page colour 46% @ 5.1 OTS
£350k buys one of…
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Pg 38
Campaign costs by audienceThe entry cost of a 300 GRPs newspaper
campaign delivering c 70-75% cover
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Pg 39
Campaign cost of newspapers
All women £410k
All adults £400k
ABC1 adults £380k
Men £360k
ABC1 men / ABC1 women / 18-34 adults £350k
AB women £310k
18-34 men £290k
AB men £280k
25 x 4 colour
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Pg 40
Campaign cost of newspapers
ABC1 women £1140k
Women £1100k
ABC1 adults £1090k
All adults £1040k
ABC1 men £950k
Men / ABC1 men 35+ £940k
AB men £910k
18-34 adults £870k
18-34 men £750k
Page colour
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Pg 41
Newspaper coverage buildNewspaper deliver fast coverage build
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Pg 42
Newspapers
Daily reach…
23 million readership(48% of adults)
Weekly reach…
36 million readership(74% of adults)
Source: NRS Jul-Dec 2007
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Pg 43
Coverage build in national newspapers
Source: NRS
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Pg 44
Less wastage with newspapersTargeting young adults in national newspapers will
reach a higher proportion of your audience with less waste than on TV
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Pg 45
Targeting 16-34 adults in newspapers – less wastage than on TV
16-34 adults impacts as % of all adult impacts
Newspaper schedule 34%
Channel 4 Peak – Segment average 29%
16-34 TV schedule – Terrestrial + multichannel 29%
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Pg 46
Targeting 16-34 men in newspapers – less wastage than on TV
16-34 men impacts as % of all adult impacts
Newspaper schedule 37%
Channel 4 Peak – Segment average 30%
16-34 TV schedule – Terrestrial + multichannel 26%
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Pg 47
Demographic profile: Newspapers vs TVEven blockbuster TV shows that target young adults struggle to deliver more 16-34s than The Sun does,
by itself, every day!
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Pg 48
Demographic profile:Newspapers vs TV
The SunDaily delivery
X Factor Final (ITV)
2007Reach of best spot
Big Brother Final (C4)
2007Reach of best spot
Spiderman 3Top 16-34 film 2007
Reach in first week
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Pg 49
Demographic profile:Newspapers vs TV
If you are targeting young and upmarket consumers, newspapers are a good fit with TV
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Newspapers & TV shows – age & class map
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Newspapers & TV shows – age & class map
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Pg 52
National newspapers strong in London
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Pg 53
National newspaper are naturally strong in London
AdultsNationaldelivery
London*delivery
Cover 72% 80%
OTS 4.2 4.6
GRPs 300 365
Natural conversion + 22%
*London ITV area
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Pg 54
Nationals’ natural London upweight is even stronger for ABC1s
ABC1 AdultsNationaldelivery
London*delivery
Cover 74% 83%
OTS 4.1 4.1
GRPs 300 380
Natural conversion + 27%
*London ITV area
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Pg 55
Newspapers’ regional profile fits well with TVNational newspapers’ strength in London &
South East is a good fit with heavier TV viewing in Midlands, North & Scotland
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Pg 56
TV viewing is weaker in London
ABC1 adult TVRs
London 217
Rest of UK average 320
National average 300
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Pg 57National newspapers even up the battle to reach the London Audience
Audience delivery (adults)
Newspapers % TV %
London 27 16
South East 17 16
Midlands, Wales & West 22 26
North 25 32
Scotland 9 10
100 100
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Pg 58
National newspapers even up the battle to reach the London audience
Newspapers can upweight TV in London – usually a competitive area and at a lower advertising weight
than the rest of the UK
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Pg 59
TV ratings: examples from grocery and supermarket categories