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See how in this Effectiveness case study, the iconic bread baker used print and digital newspapers plus TV to increase sales, penetration and emotional engagement.
Citation preview
The ProofThe business case for newspaper advertising as part of the media mix
2
Newspapers generate 4% additional sales for Hovis both immediately and 6 weeks post campaign
Multimedia effect of TV plus newspapers causes 6.4% uplift during and 11.5% post
Newspapers boost penetration by 7% and trial by 15%
Adding newspapers more than doubles the increase in emotional brand involvement
Newspapers made a great TV work harder – response to the TV ad was much stronger when the newspaper campaign had also been seen.
HovisHeadline results
3
TV and national newspapers – both print and online formats – are the perfect partnership
They are processed in different but complementary ways: TV is more passive, newspapers involve active processing
TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary
Together, the brand impact should be stronger than either medium separately
Test hypothesis:Newspapers are perfect partners to TV
“We've enjoyed working with the NMA and have found it a productive relationship.
They helped provide some valuable feedback on our creative work through pre-testing and provided some fascinating insight on the powerful multiplier effect of a TV plus newspaper campaign.”
Jon Goldstone
Marketing Director
Premier Foods
The client’s view
Kellogg’s and Optivita are registered trademarks of Kellogg Company4
Newspaper creative
Hovis:The creative work
Newspaper creative
TV creative
5
Heaviest third of viewerstake 53% of Hovis’ TV delivery
Source: BARB analysis of HovisTV campaign – Housewives
53%
16%
31%
Heavy
Medium
Light
Hovis TV campaign
Share of campaign weight by light, medium & heavy TV viewers
6
7
Hovis TV campaign
Analysis of heavy TV viewers by social grade
%
Heavy TV viewersare skewed downmarket vs Hovis buyers
Source: BARB analysis of Hovis TV campaign – Housewives/TGI 2009 Hovis main shopper user profile
AB
C1
C2
DE
Heavy TV viewers social class Hovis TGI profile
47
23
19
17
24
31
10
29
Frequency distribution for Hovis TV campaign
Newspapers balance TV deliveryreaching light viewers with low OTS
Source: BARB analysis of HovisTV campaign – Housewives
Zero OTS 1-2 OTS 3-4 OTS 5-7 OTS 8-9 OTS 10+ OTS
8
1412
17
9
40
Low weights ofTV exposure are
less effective The optimum OTS
High weights ofTV exposure sufferdiminishing returns
8
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 2008 / NRS Jul – Dec 2008
Men 16-24 25-44 AB C1 London
119
138
107
159
111
149
TV: Index v Popn88
73 92 66 90 79
NPs: Index v Popn105
101 98 105 100 118
Commercial TV indexed @ 100
9
10
The findings
Hovis
11
Sep 08 Oct 08 Nov 08 Dec 08 £m
MediaTarget Audience:
Women main shoppers 25-65 ABC1 with kids
TV 3.2
Cinema 0.6
Newspapers 0.8
Research DatesMillward Brown
Pre-wave
Post-wave
Hovis:Test detail
Media Plan
1000 TVRs
Campaign Objectives
Re-establish Hovis as a legendary brand and catapult it back to its rightful place in the centre of British popular culture
394 GRPs
Sample: 768 Women 25-64 with kids who buy pre-packaged sliced bread nowadays, non-allergic to wheat
Media Source: NMR/BARB/NRS
Adding newspapers boosts sales
Advertising effect on Hovis sales
% increase
TV solus 8/9–12/10/08 NP during 13/10–7/12/08 NP post 8/12–11/01/09
2.0
4.23.9
12
Multiplier effect on saleswith TV plus newspapers
Advertising effect on Hovis sales
% increase
NP + NP during 13/10–7/12/08 TV + NP post 15/12–18/01/09
6.4
11.5
13
Newspaper advertising effect on Hovis sales different OTS
% increase
3+ newspaper OTSincreases sales uplift significantly
5.7
1–2 OTS during 1–2 OTS post 3+ OTS during 3+ OTS post
3.63.8
5.7
4.0
14
Newspaper advertising effect on Hovis penetration
% increase
Brand penetrationincreased by newspapers
NP during NP post
6.7 6.9
15
Newspaper advertising effect on Hovis trial
% increase
Newspapersstimulate new trial
NP during NP post
15.0
12.9
16
TV solus TV + NP Any NP
51
61 5956
72 70
Brand involvement – Someone I’d like
Pre to post % points increaseTop 2 Box %
Adding newspapersdoubles increase in emotional brand connection
72
+5 +11 +11
Pre-wave Post-wave
17
Brand commitment – Likelihood to choose
Pre to post % points increaseTop 2 Box %
Adding newspapersdrives brand commitment
TV solus TV + NP Any NP
4649
5347
53 55
+1 +4 +3
Pre-wave Post-wave
18
TV + newspapersstrengthens brand image
Brand image
Pre to post % points increase
% endorsing Hovis
Worth paying more for
Better Quality than others
Healthier than others
Baked in a traditional way
10
10
11
13
8
8
12
17
-1
-2
9
8
TV solus TV + NP Any NP
19
Adding newspapersfurther builds brand equity
10
82
92
94
99
Bonding +1 -1
Advantage +4 +9
Performance +3 +4
Relevance +2 +6
Presence 0 +1
TV Solus TV + NP
Brand Dynamics equity analysis post-wave
% points change on pre-wave
10
69
86
87
99
20
Adding newspapersmakes TV ad work harder
Response to TV ads
% agreeing
Made me more likely to buy Hovis
Made brand more appealing
Points made were relevant
Contained different informa-tion
Contained new information
57
73
62
61
36
+13
+12
+15
+11
+11
41
41
54
36
48
TV solus Added effect of NP Millward Brown norm
21
TV involvement diagnostics
TV engagement increased furtherwhen newspapers seen
Distinctive
Interesting
Soothing
Pleasant
Gentle
Weak
Dull
Boring
Irritating
Unpleasant
Disturbing
Involving
+ -
Norm: 698 TV ads
Added effect of NP
Recognise TV only
Recognise TV + NP
(Each axis 0-100%)
+3 +9
22
TV advertising strongly suggests
% answering
Newspapersenhance TV messaging
Better quality than other brands
Full of goodness
Offers something for ev-eryone
Good for kids
More established than other brands
As good today as it's always been
43
48
51
62
78
90
+15
+12
+16
+12
6
-1
+6 84
74
67
60
91
58
TV solus +/- added effect of NP TV + NP
23
Newspaper ad recognition above norm
Recognition – Newspaper ads
% recognising
Hovis Millward Brown print norm (326 ads)
24
20
24
Newspaper ads
% agreeing
Impactful, well-branded newspaper creative
I'd stop and look rather than turn the page
Very eye-catching
46
61
45
72
87
79
Hovis Millward Brown Norm
Definitely remember ad was for Hovis
25
Newspaper advertising strongly suggests
% answering
Newspaperscommunicate supporting messages
26
Better quality than other brands
Something for everyone
More established then other brands
Full of goodness
Good for kids
As good today as it's always been
54
57
58
64
76
77
Newspaper adsnewsworthy and persuasive
Response to newspaper ads
% agreeing
27
Made me more likely to buy Hovis
Made brand more appealing
Points made were relevant
Contained different informa-tion
Contained new information
67
78
74
67
64
33
36
45
31
42
Millward Brown norm
Call to actionup 47% with multiple newspaper ads
58
7385
Advertising measures – Call to action
Gives me a reason to go out and buy
Top 2 Box %
TV solus TV + 1 NP ad TV + 2 or 3 NP ads
58
73
85
28
Depth of informationbuilds with newspapers
Advertising measures – Depth of information
Gives me enough information to decide
Top 2 Box %
29
TV solus TV + 1 NP ad TV + 2 or 3 NP ads
70
8994
Multi-media campaignheightens emotional impact
Advertising measures – Brand values
Helps me connect and identify more strongly
Top 2 Box %
30
TV solus Any NP TV + NP
75 77
88
Multi-media campaigndrives re-appraisal
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
31
TV solus Any NP TV + NP
7368
86