Newspaper Creative Benchmark Report Subaru
March 2012
It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
•To measure and identify the effectiveness of newspaper creative
•To help improve understanding of how to use newspapers effectively
•To improve the understanding of the roles newspaper advertising can play
•To improve the standard of newspaper creative
•To provide a consistent metric that is accepted as the industry standard
Toyota was included in the December 2011 study
Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television
Comparison of creative against category averages
Comprehensive analysis of how newspapers can best be used to influence purchase behaviour
The Newspaper Works’ effectiveness partner:
• Toyota was one of three ads tested in Sydney
• Sample: Australians 16+ , n=98
• Fieldwork: 2nd – 12th December 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: • Automotive Averages
• Newspaper Norms
• Newspaper Averages ( for Action Map comparisons, data available from March 2010)
Recognised industry measures +
Newspaper measures
Proprietary newspaper measures
The Newspaper Works’ effectiveness partner:
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
6
Toyota ads being benchmarked Ad benchmarked
Branded Newspaper Benchmarks
Automotive Average
Newspaper Norm
This ad has achieved excellent creative diagnostic results and is the #5 ad in our Auto database (since 2008) achieving strong results for ‘Highlights an important feature’
showing that the link between the creative and the benefit, was well made. It is also #5 for ‘Has a great photo/image’
This ad achieves a significant level of interest once branding is revealed.Significantly different to Auto Average at 90% c.l.
Branding removed+ 20
Automotive Average
Newspaper Norm
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
All Brand Equity scores are significantly above Automotive Averages. Significantly different to Auto
Average at 90% c.l.
+ 41+ 16+ 24
Automotive Average
Newspaper Norm
Newspaper Auto Diagnostics
The Subaru ad exceeds all Auto diagnostics and does so significantly against ‘Looks like a car to be proud of’ and
‘Exciting car ad’Significantly different to Retail Average at 90% c.l.
+ 18 + 13
Automotive Average
Newspaper Norm
48% of respondents played back specific elements of the messaging. This is a good result for Auto ads and a good
result for explaining a specific feature.
The majority of respondents understood that the main feature was regarding headlights and the technology
associated with them
What did the respondents say about the ad?
The headline definitely makes you want to read the text, but the text is
too dense
I like the ad, the photos have a good impact, and the brand has
gone up in my view
I think that it is clever as the headlights look like cats eyes and everyone knows that cats can see
really well. It is a great safety feature
The Subaru ad is really interesting and I definitely
have interest in it. Although the position of the ad and the size of it
might not caught people's attention.
Made Subaru feel like a safe car choice
The ad demonstrates the evolving progress of the Subaru brand, enhancing
an already strong reputation
The Subaru ad is eyecatching in a
newspaper because of the black background.
Clever/interestingGreat feature
Enhances my view of Subaru
This ad performed significantly well against Automotive Averages and Newspaper Norms for key roles Affinity and Public Agenda. This positive result indicates that the strategy adopted was successful in highlighting an important issue which in turn gave the respondents a good feeling about the brand.
Significantly different to Auto Average at 90% c.l.
Automotive Average
Newspaper Norm
This ActionMap is typical of that generated by the Auto category given the long term and complex nature of decision making in this category. It is very encouraging that the ‘buy/try’ score achieved, slightly exceeds averages suggesting this message resonates well with those
who have purchasing intentions.
Automotive Average
Newspaper Norm
Performance Comparisons
Previously tested Subaru
July 2010
The 2010 ad for Forrester achieved significant levels of brand Affinity (our #5 overall for Affinity for Auto ads) and delivered Information, however the latest ad tested has a somewhat stronger
performance against the newspaper RoleMap (#6 Public Agenda, #3 Reappraisal).
Automotive Average Newspaper Norm
Comparison vs the Category Leader
July 2011 December 2011
Three different messages generating three different RoleMaps
Automotive Average Newspaper Norm
The Toyota ‘Family is Fragile’ ad achieved high levels of Affinity and like the Subaru ad, drove the Public Agenda (Sitting just above Subaru at #5), using safety features as the main message.
Toyota’s Lifetime of Advantages offer is a good all round winner in respondent’s eyes.
Vs. other product benefit automotive ads
September 2009
July 2010
Subaru vs. other product benefit ads
Automotive Average Newspaper Norm
Prius’ ‘Perhaps’ has also generated a strong overall RoleMap. Mazda’s approach with ‘I in Family’ is similar to that of ‘Family is fragile’ with less impressive results on most measures.
• This ad from Subaru is a high performing ad in comparison to many other Auto ads we’ve tested
• Significantly high scores are achieved for Affinity, Reappraisal, and addressing the Public Agenda (which can aid brands in generating trust)
• The ad achieves significantly high scores for all positive creative diagnostics including ‘Has a great photo/image’ and ‘Highlights an important feature’
• Significantly high scores are achieved for 3 key brand equity metrics• Familiarity/understanding, Appropriate/relevance, and category differentiation
• The ad is highly motivating based on the response to ActionMap with significantly high numbers of respondents committing to search for more information online and ‘remember for later’ (which aids long term brand recognition)
• Importantly, significantly high numbers found the car to be ‘exciting’ and could see the car as something ‘to be proud of’
• Established in 2006 by the major Australian newspaper publishers:– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape
• Testing of randomly selected and hand picked newspaper display ads• Over 3,000 ad observations in total• 25 test ads (27 randomly selected, 9 hand picked)• 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, 2009
Creation of Automotive Averages
Creation of All Newspaper norms
• Testing of randomly selected newspaper display ads• 5,100 ad observations in total• 40 test ads, 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737
Newspapers are a powerful medium to utilise across a broad range of strategic roles.
Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.
Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.
Retail average
Statements are tailored to be appropriate to the advertising category.
Newspapers are recognised as an effective medium for delivering a Call to Action.
Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires.
Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad.
New measure introduced in March 2010, norm not yet available.
Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.
Retail averageStatements are tailored to be appropriate to the advertising category.