Guardian’s Earned Audience Reach

- 500,000 1,000,000 1,500,000 2,000,000 40%

50%

60%

70%

80%

90%

100%

@guardian

@telegraph

@mailonline

@bbcnews

@ft

@independent

@huffpostuk

@channel4news

@thetimes

@yahoonews

@metrouk

@standardnews

Reach, no. of twitter followers

Reso

nan

ce, %

of

tweets

re-t

weete

d

@guardian is the most influential UK news account in the twittersphere

'Influencers '

'Broadcasters'

'Niche appeal'

‘Closed-up‘ or ineffectual

Source: Twitonomy, August 2013 (last 3 months)

But most ‘Earned’ media is offline

Mode of conversations, GB Population %

Source: Keller Fay TalkTrack

7%online

93%offline

How do we approach ‘Earned’ in totality?TalkTrack Britain

• The only system that measures the TOTALITY of word of mouth – both online and offline

• The only system that measures word of mouth for BRANDS

• Nationally representative sample of 26,000 GB consumers aged 16-69

GNM delivers over 22 extra impression per day per each person reached

=

Earned IMPRESSIONS per person

per day

8.3

No. of BRAND CONVERSATIONS per person per

day

x

No. of PEOPLE per

conversation

Sources: Keller Fay TalkTrack/GEAR

2.7Over 22

Positioning us above most UK media

Earned Impressions per thousand per day

Sources: Keller Fay TalkTrack/GEAR

ITV NewseBay

Channel 4 NewsMailMSN

TripAdvisorFacebook

YahooMetro

TelegraphAOL

TwitterMoneysupermarket

YouTubeTimes

LinkedInIndependent

Sky NewsGNM

FT

20,024 20,141

20,396 20,524

20,639 20,695 20,748

20,922 21,231

21,514 21,549 21,624 21,625 21,693

21,822 21,916 21,989

22,104 22,239

22,960

Earned impressions per thousand per day (Number of Conversations per '000 people per day x Number of People in Conversation)

How do we translate “Earned impressions” into Earned Audience Reach?

‘Paid Reach’ who spread

WOM

=

‘Guardian Earned

Audience Reach’

x

No. of people talk to about

BRANDS, who are not reached

through ‘Paid’

Sources: Keller Fay TalkTrack/GEAR

Reach 20m GB adults through ‘Paid’ + ‘Earned’ with GNM each week

Sources: Keller Fay TalkTrack, *NRS PADD (NRS April 2012-March2013/comScore March 2013)

FT

Independent

Times

Telegraph

GNM

1,339

4,002

4,608

4,998

5,342

3,282

10,705

11,813

13,028

14,631

Paid Weekly Reach*, '000s

20.0m

18.0m

16.4m

14.7m

4.6m

Total

Applying to individual categories

People who travel abroad

Sources: Keller Fay TalkTrack (March-April, 2013), *GNM Total Audience 2012, W2

FT

Independent

Telegraph

Times

GNM

565

1,301

2,041

2,596

2,229

885

2,450

5,275

5,631

6,080

Extended Audience Reach: people who travel abroad

Direct Weekly Reach, '000sAdded Weekly Reach, '000s

8,309

8,227

7,316

3,751

1,450

‘Fashionistas’

Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2; ‘Fashionistas’ = I wear designer clothes OR I have a very good sense of style

FT

Independent

Telegraph

Times

GNM

592

1,669

1,837

2,415

2,430

1,520

4,048

4,680

6,740

6,801

Weekly Reach of 'Fashionistas': GNM and competitor titles

Direct Weekly Reach, '000s

Added Weekly Reach, '000s

9,231

9,155

6,517

5,717

2,112

People who enjoy cooking

Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2

FT

Independent

Telegraph

Times

GNM

716

1,844

2,769

3,086

3,233

1,828

6,235

9,480

8,992

10,988

Weekly Reach of ‘cooks’: GNM and competitor titles

Direct Weekly Reach, '000s

Added Weekly Reach, '000s

14,221

12,078

12,249

8,079

2,544

Women who regularly purchase beauty products

Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2

FT

Independent

Telegraph

Times

GNM

314

1,278

2,005

2,207

2,154

855

2,878

5,284

5,521

5,829

Weekly Reach of women who buy beauty products: GNM and compet-itor titles

Direct Weekly Reach, '000s

Added Weekly Reach, '000s

7,983

7,728

7,289

4,156

1,169

‘Paid’ drives ‘Earned’

0%

1%

2%

3%

4%

5%

6%

7%

8%

0

5,000

10,000

15,000

20,000

25,000

% talking

£ ad spend

% a

udie

nce t

alk

ing

per

day

Ad S

pen

d,

£

‘Paid’ influences ‘Earned’ with GNM: L’Oreal

Source: Keller Fay TalkTrack

On average x5 increase in ‘paid’ results in x7 increase in ‘earned’ with GNM

10 campaigns in 8 categories