comparison sites
Post on 22-Feb-2016
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Comparison Sites
Source: NMR MAT May 2012
% Share
Source: NMR MAT May 2012
% Share
Source: NMR MAT May 2012
Finance
% Share
Source: NMR MAT May 2012
Motors
% Share
Source: NMR MAT May 2012
Utilities - residential
% Share
Source: NMR MAT May 2012
Broadband(incl broadband
+TV/Landline ads)
% Share
Source: NMR MAT May 2012
Consumer mobile networks
% Share
A -TV & Sunday Press
B -TV, Sunday & Monday Press
0
10
20
30
40
50
60
70
80
90
1001 week
A - TV & Sunday Press
B - TV Sunday & Monday Press
0
10
20
30
40
50
60
70
80
90
100
4 weeks
Adults, 30” & Clr 25x4’sA – TV & Sunday press 233 TVRs + 10 GRPs per week B – TV, Sunday & Monday press 113 TVRs + 68 GRPs per week 1+ 5+ 10+
Newsbrands – heavily skew towards “active” consumers (e.g. automotive)
Source: NRS Oct 12 – Sep 13
190 188
101
112
77
90
109
103
82
119114
74
110 108
86 85
190
132
90
162
123
105
87
188
134
103
160
122
104
88
Own a carOwn a new carPlan to buy a new car in next 6 monthsH'Hold plan to buy new car in next 6 months
Age profile
Under
1818-24 25-34 35-54 55+
Source: comScore May 2013
Key objectives
• Drive web visits
• Increase consideration
• Communicate breadth of offer
• Differentiate from competitors
England & WalesMoney products (newsbrands only)
ScotlandMotor insurance (with TV)
Two tests
Average increase in web visits for money products
in England and Wales
Newsbrands successfully increased visitor traffic for a wider range of products
Newsbrands successfully increased enquiries for motor insurance in Scotland
The effect of Newsbrands activity was seen on the same day
Short-term average ROI for newsbrands
Expected long-term ROIfor newsbrands
Newsbrands platforms performed well. Tablet performed especially well.
0.33% 0.12% 0.24%
0.24 0.57 1.85
PRINT ONLINE TABLET
Site visits generated
Incremental visits per £ spent
Newsbrands drive brand differentiation and preference
% difference in change of perceptions of the brand.Newspaper readers vs all sample
Saves me lots of money
Their advertising makes me think better of them
than I used to
Is the first site I would go in future when looking for
savings and borrowing
Are better than other comparison websites
SCOTLAND
Newsbrands drive brand differentiation and preference
% difference in change of perceptions of the brand.Newspaper readers vs all sample
Offer a broad range of savings and
borrowing products
Saves me lots of money
Is the first site I would go in future when looking for
insurance products
Are better than other comparison websites
ENGLAND & WALES
Newsbrands drive consideration, especially among young people
+8%Increase in consideration among 18-34s
Large increase in claimed recent visits by 18-34s
Young audience highly responsive to
newsbrand advertising
SUMMARY
Newsbrands drove website visits and enquiries
Campaign increased brand differentation
SUMMARY
SUMMARY
Newsbrands supercharged TV
A new young audience was engaged
SUMMARY
A new young audience was engaged
SUMMARY
Considerationincreased
SUMMARY
Newsbrands included in currentand future media plans
MEDIA PLAN
ed ed ed
Sue Unerman
with
JoRigby
GarethHelm
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