Lumen black Friday report 2015

Black Friday 2015

© Lumen Research Ltd 2015

Executive Summary

Now that Black Friday is officially ‘a thing’, Black Friday ads get more attention than ever in the paper

Ads featuring Black Friday got 41% more attention than the average in 2015

This is an even bigger uplift than we saw last year (+30%) suggesting that people are using the newspaper as a catalogue for Black Friday deals

Big, bold DPS’s work well, especially if you go early

Debenhams’ DPS got a stonking 9.9 seconds attention – three times more than the average – as people pored over the various offers

We saw similar behaviour last year, when Tesco ‘won’ Black Friday

This level of engagement is highly unusual. Most of the time, effective press advertising has more in common with posters than it does with the Argos catalogue. But when Black Friday comes around, that logic is turned on its head..


Methodology

80* Nat. Rep. respondents read the first 34 pages of 27/11/2015 edition of The Metro

31 ads featured in the extract

Engagement with the ads and brand recall have been analysed

*3 Participants invalidated due to poor ET results


Engagement was 41% higher for Black Friday ads

In 2014, engagement was 30% above norm with Black Friday ads in The Sun

Increased engagement with the 2015 Black Friday ads was found

Engagement with Black Friday ads in 2015 were 41% above norm

Even non-Black Friday ads saw a small uplift in engagement

Black Friday Other Ads0%

10%20%30%40%50%

30%

1%

41%

14%

% increase from engagement norm

2014 2015

Black Friday Other Ads0

0.20.40.60.8

11.21.4

0.7

0.0

1.2

0.3

Engagement difference from norm (seconds)

2014 2015


Many brands that advertised Black Friday had higher engagement

Debenhams’ performance was the most impressive, engaging readers for 6.8 seconds longer than we would expect for an ad of that format in that location in the paper

BT, John Lewis and EE also achieved higher engagement figures than expected

M&SH&M EE

John L

ewis

Currys

PC Worl

d BT

Deben

hams

0.0

2.0

4.0

6.0

8.0

0.6 0.6 0.8 0.9 1.0 1.0

6.8

Difference from norm for engagement (seconds)

Uplif

t in

enga

gem

ent f

rom

no

rm (s

econ

ds)

M&SH&M EE

John L

ewis

Currys

PC W

orld BT

Deben

hams

0%10%20%30%40%50%60%70%80%

26% 21%31% 26% 30%

39%

68%

% increase from norm for engagementUp

lift i

n en

gage

men

t fro

m

norm

(sec

onds

)


DPS catalogue style ads have performed well 2 years in a row

4.0” 9.9”

2014 2015


Telecoms are also among the top engaged with and recalled

Black Friday is not just about the retailers

Telecoms are also getting their share of attention

Aggregate Engagement

2.6”

Engagement

2.5”

Aggregate Engagement

3.7”

Currys PC World - Full Page & Half Page, p18 & 28

BT - 10x7, p7

Carphone Warehouse - Cover wrap


Higher engagement leads to better recall

Black Friday ads dominated the paper, and were better recalled than the other, non-Black Friday ads

DFSSuperdrug

TalkTalkVirgin MediaLaura Ashley

BTGame

H. SamuelHMVSKY

WaitroseBoots

EEAsda

John LewisH&M

House of FraserThe Hunger Games - Mocking Jay Pt 2

M&SHugo Boss

Currys PC WorldDebenhams

Carphone Warehouse

0% 10%20%30%40%50%60%10%11%11%13%15%16%16%18%18%18%18%19%

24%28%29%30%32%34%35%37%38%

46%51%

3%3%1%

6%4%4%

1%3%

11%6%

11%14%14%13%

20%19%

5%0%

30%6%

18%23%

34%

Black Friday ads were more likely to be recalled

Spontaneous Prompted Black Friday ads

Black Friday Other ads0%5%

10%15%20%25%30% 28%

20%14%

5%

Black Friday ads had higher recall

Prompted Spontaneous

Contact details

Mike Follett Mike.Follett@lumen-

research.com 07920 197 252


Unit 320, ScreenWorks

22 Highbury Grove

London, N5 2EF

www.lumen-research.com

#LumenNow

mailto:[email protected]

mailto:[email protected]

Marketing

Lumen black Friday report 2015