news stories from touchpoints

Source: IPA TouchPoints5

What TouchPoints tell us about

Newsbrands?

Belinda Beeftink

Deputy Research Director

www.ipa.co.uk/touchpoints


The Agenda

•Why TouchPoints is unique

•Newsbrands TouchPoints insights

•News Junkies


SLIDE 3


TouchPoints

• Agency owned and developed

• Consumer centric view

• Independent / media neutral

• Cross media and cross platform

• Unique time-based approach

• Universal and customisable

• Continuously evolving


Based on 5,000 nationally representative adults in GB


SLIDE 5

e.diary

Self completion

questionnaireChannel Planner

The IPA TouchPoints

Hub Survey

Data collected

Passively via

Smart phone


Some myth busting........


SLIDE 6


● Families don’t eat together anymore

● Men never do any housework

● We don’t talk any more – we are all social

networking instead

● Most of our shopping is online these days

● We are worried about data privacy and the use of

our personal data by large companies

● We are conscientious about recycling

Recession has dampened our optimism about life


SLIDE 7


No-one reads newspapers or magazines

anymore and if they do it is all online

• 54% of us read newspapers or magazines in print

• 23% of us read newspapers or magazines via the

internet or an app

• Total of 63% of us reading a newspaper or

magazine in print or digitally every week


SLIDE 8


All adults share of media consumption – any day


SLIDE 9

0%

1%

2%

3%

4%

5%

6%

7%

8%

Any TV Any Radio

Reading Any Newspaper Reading Any Magazine

Using Social Networking Sites or Youtube Using the Internet For TV, Radio or Print


Correlation between mood and media consumption?


SLIDE 10

Internet

Social Networking

Radio

Radio Magazines

Newspapers

TV

relaxed

alert

ok fine

positive

tired

stressed

sad

http://www.google.co.uk/imgres?imgurl=http://www.ecodigital.co.uk/estore/images/powerplus-cheetah-radio.jpg&imgrefurl=http://www.ecodigital.co.uk/estore/index.php?main_page=product_info&products_id=97&usg=__XYX0Tye2_NamoG9WLCue8OKRBMY=&h=500&w=500&sz=25&hl=en&start=25&itbs=1&tbnid=fiUiAHLYwKXvWM:&tbnh=130&tbnw=130&prev=/images?q=radio&start=20&hl=en&sa=N&gbv=2&ndsp=20&tbs=isch:1

http://www.google.co.uk/imgres?imgurl=http://www.ecodigital.co.uk/estore/images/powerplus-cheetah-radio.jpg&imgrefurl=http://www.ecodigital.co.uk/estore/index.php?main_page=product_info&products_id=97&usg=__XYX0Tye2_NamoG9WLCue8OKRBMY=&h=500&w=500&sz=25&hl=en&start=25&itbs=1&tbnid=fiUiAHLYwKXvWM:&tbnh=130&tbnw=130&prev=/images?q=radio&start=20&hl=en&sa=N&gbv=2&ndsp=20&tbs=isch:1

http://www.google.co.uk/imgres?imgurl=http://talkinstuff.files.wordpress.com/2009/05/television.jpg&imgrefurl=http://talkinstuff.wordpress.com/2009/05/16/will-traditional-television-go-by-the-wayside/&usg=__-s5i3fbMfJiARZ_LpWU2sexYQWg=&h=443&w=500&sz=19&hl=en&start=1&itbs=1&tbnid=1_bGyQUZy2PeRM:&tbnh=115&tbnw=130&prev=/images?q=television&hl=en&gbv=2&tbs=isch:1

http://www.google.co.uk/imgres?imgurl=http://talkinstuff.files.wordpress.com/2009/05/television.jpg&imgrefurl=http://talkinstuff.wordpress.com/2009/05/16/will-traditional-television-go-by-the-wayside/&usg=__-s5i3fbMfJiARZ_LpWU2sexYQWg=&h=443&w=500&sz=19&hl=en&start=1&itbs=1&tbnid=1_bGyQUZy2PeRM:&tbnh=115&tbnw=130&prev=/images?q=television&hl=en&gbv=2&tbs=isch:1


Mood and media consumption

Of those who spend the most time in a Good Mood:

• 23% are heavy/medium Newsbrand readers

• 10% are heavy/medium magazine readers

• 20% are heavy/medium broadcast tv viewers

• 24% are heavy/medium radio listeners


SLIDE 11


Where does most Newsbrands reading occur?


SLIDE 12

At Home 53%

At Work/Workplace

5%

In Someone Else's Home

1%

Elsewhere Indoors

1%

Elsewhere Outdoors

1%

Bus/Tram/Coach/Taxi

or Train39%


Who are we with when we are reading

Newsbrands?


SLIDE 13

On My Own 39%

With Partner/Spouse

36%

3%

8%

2%

3%

5%1%1% 1%

On My Own

With Partner/Spouse

With Parent

With Children

With Brothers/Sisters

With Other Family

With Colleagues

With Friends

With Other People You Know

Mostly alone or with

partner/spouse


What are people doing in the same half hour

as they are reading Newsbrands?


SLIDE 14

Public Transport

35%

Drinking 15%

Eating a Meal 9%

Housework/Household Jobs

7%

Preparing Food/Cooking

4%

Relaxing 21%

Snacking 4%

Washing/Dressing

2%

Working/Studying

3%

Most time spent

In activities that do

not distract from

reading

All newspaper

readersWashing

& dressing

Eating

Drive to work

Drive home

Making pack lunch

Eating

Housework/jobs

Another drink

8:30pm

Relaxing post 7pm

Glass wine with

dinner

Tea break @ 4

Tea/coffee break @ 11

Eat sandwiches

at desk

Wake 6:30am Asleep

10:30pm

Working

Working

Breakfast prepared

Go for a jog

Shower & change


Consuming media via the internet – how much

does it add?


SLIDE 16

54

98

78

43

97

75

13

24

20

0

10

20

30

40

50

60

70

80

90

100

Reading Newspapers Watching TV Listening to the Radio

Any Traditional Online

+ 11%

+ 1% + 3%


Print still accounts for most newspaper

readership, online combined is 14%

Laptop/Desktop7%

Tablet3% Smartphone

4%

e-Reader0%

In Print86%

All online

14%Share of

newspaper

readership by

device


FT

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Share of time spent by deviceQualities demonstrate differences in devices although traditional print still maintains the

bulk of occasions read

Independent

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Telegraph

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Times

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Guardian

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print


Express

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Share of time spent by deviceIn the mids, Daily Mail has over a quarter of it’s occasions read online

Mail

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Metro

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print


Star

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Share of time spent by devicePopular press less about online consumption

Sun

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print

Mirror

Laptop/desktop

Tablet

Mobile

e-Reader

Other

Print


In combination stronger and complementaryAverage day newspaper - paper and online

0

0.5

1

1.5

2

2.5

3

Reach %

Print Online Print or Online


Defining an audience.......

News Junkies those who answered 10+


SLIDE 22


News Junkies and shopping• Whilst they spend about the same amount of time shopping as all adults, when they

shop they spend more!

– Average spend per week for all adults is £183 vs £193 for News Junkies

• Most likely to use the following for their main shop:-


SLIDE 23

Supermarket Index vs all

adults

Waitrose 171

Waitrose online 166

Local independent shop 155

Marks and Spencer food 139

Ocado (online) 129

The Co-Op 129

Sainsbury’s 117


News Junkies as influencers

• News Junkies are 34% more likely to be Conversation Catalysts than all adults

• Category catalysts for:-


SLIDE 24

Category Index vs all adults

Public affairs/politics 211

The Environment 176

Gardening 157

Holidays and travel 155

Financial Services 153

Home decoration/DIY 143

Home appliances 142

Shops and shopping centres 139

Health products 134

Jobs and careers 129


News Junkies .........attitudes

Definitely/tend to agree Index vs all adults

I sometimes save the sections of my newspaper to read later 153

I find newspaper ads that have web addresses, phone numbers or text

addresses useful

146

My use of newspaper websites has increased significantly since I started

using a tablet

145

I follow my favourite newspaper brands/journalists through social media 145

I find using an app to access my national newspaper really useful 141

National newspaper ads often lead to me searching for products and

services on the internet

141

National newspaper advertising often alerts me to new products and

services

139


SLIDE 25


Mood state – time spent for News

Junkies (weekday)


SLIDE 26

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Adults (15+) News junkies - 10 or more news opportunities

Positive

OK/Fine

Relaxed

Alert

Happy

Confident

Stressed

Sad

Tired

Frustrated

Bored

Angry

News Junkies

spend more

time feeling

positive

relaxed

alert

and confident


News Junkies media consumption -

average day

0

10

20

30

40

50

60

06:0

0

06:3

0

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07:3

0

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0

%

Any TV Any Radio Using the Internet (Any)

Internet use

peaks 11.30

and 4pm

TV peaks

9 pm

Radio peaks

8 am


News Junkies readership of newsbrands - average day


SLIDE 28

0.0

1.0

2.0

3.0

4.0

5.0

6.0

All Adults (15+) News junkies

News Junkies get their fix from

newsbrands across

the day

% Reach


Summary

TouchPoints sets the context and perspective of Newsbrandsreaders

Reading Newsbrands tends to sit with positive mood states

Reading occurs mostly at home and on public transport when attention can be focussed

Most concurrent activities do not detract from the reading experience

Newsbrands content delivered via many devices increases reach

Newsbrands compete well to reach News Junkies

News Junkies spend significant amounts of money each week

They are key influencers

They are engaged with their Newsbrand of choice engaging with ads and the journalists who write the content

Getting their “news” fix across the day from Newsbrands


SLIDE 29

News stories from TouchPoints:

Keep taking the tablets

September 2014

Some things

don’t change

Despite phenomenal changes in how

people use the media, our core planning

objectives remain the same .......

....... to understand existing and potential

customers and place the right messages in

front of the right people when they are most

likely to be paying attention and take action

Some suggested

guidelines to

enhance advertising

effectiveness

What we will

cover today

Newsbrands are

growing with the

advent of digital

channels

Newsbrands are

more popular in

digital media than

many other formats:

significant amounts

of time are being

spent with them and

people are more

engaged

People use

newsbrands on

tablets when they

are in a more

relaxed and less

time-pressured

frame of mind and

are therefore more

receptive to

advertising

messages

But first…

who are these

people?

A lucrative

demographic

70% ABC1 and …

15-34 8.9%

25-34 16.7%35-44 20.8%

45-54 22.6%

55-64 14.5%

65+ 16.5%

Source: IPA TouchPoints 5

> £75K 125

£55 - £75K 120

£35 - £55K 99

£20 - £35K 103

< £20K 65

With more than

an average amount

of money


Shop at airports 291

Go to live concerts 244

Go to theatre 216

Go to art gallery 212

Go to museum 209

Attend live sport events 157

Expert in food and wine 150

Go clubbing 134

Go to gym 130

Go to restaurants (not FF) 126

Go to pubs / bars 126

Entertain at home 123

Sociable, active

culture vultures


Like to keep up with new technology 157

Friends ask my advice on brands 137

Like to keep up with latest fashions 122

Can afford to splash out on luxury goods 120

Always first to have latest things 120

Important to treat myself 106

Ahead of the curve

and fashionable


Blu-Ray recorder 320

Wi fi radio 295

Apple laptop 224

Apple desktop 212

E-book reader 183

Smart TV 173

3D Blu-Ray 158

Netbook 151

i-phone 149

3D TV 147

Up to date with

technology


Use wifi on underground 254

Pay extra for one off progs 230

Prefer on-line newspapers 217

Pay to stream movies 178

Watch streamed live TV 161

Films through catch up 157

Download TV progs 148

Use red button 147

Listen to music on-demand 146


Media savvy


Trust newspaper advertising 142

Like relevant advertising on mobile 119

Advertising helps purchase decisions 116

Like interactive ads 113

Advertising helps find products 103

And are 61% more likely

to follow brands and

advise others about them

With positive views

towards advertising


Newsbrands

are growing

with the advent

of digital

channels

Each month almost 42 million

UK adults read a newspaper

37.3mare in print format

4.6m

readers are added to

the total readership

Source: NRS PADD

19.4m

read online

8.7m access digital newsbrands

exclusively via tablet and mobile

phone each month

Source: comScore (8.7m), IPA TouchPoints 5

Around a third

only read on

tablet or phone

Print Computer

MobileTablet

Understanding how it all fits together

at least once a day at least once a week

Tablet readers

frequently use

newspaper apps

37% 59%


Each week…

Tablet readers

are multi-platform

61%also read a

printed version

36%also read on

a PC

25%also read on

a mobile phone


Newsbrands are more popular in

digital media than many other

formats : significant amounts of

time are being spent with them

and people are more engaged

newsbrands on a tablet

each day is spent reading newsbrands on a tablet

An average of over


A symbiotic relationship:

complementary rather than competitive 0

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Tab M-F Print M-F

Source: IPA TouchPoints 5Print M-FTablet M-F

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Newsbrands on tablet Any TV Shopping

52% of readership is done

90% of shopping remains

88% of shopping is done

65% of TV viewing remains

Especially

at weekends


“Tell me and I’ll forget.

Show me and I’ll remember.

Involve me and I’ll

understand”Confucius, 551 BC – 479 BC

Engagement

– hardly a new concept

Time spent with tablets in front of a TV set

Newsbrand tablet readers

are less likely to be using

TV at the same time

33%all tablet users

24%tablet newsbrand readers


People use newsbrands on

tablets when they are in a

more relaxed and less

time-pressured frame of mind

therefore more receptive to

advertising messages


32% 32%

28%

25%23%

16%

35%

42%

32%

34%

26%

16%

Print newsbrands Tablet newsbrands Commercial TV Mobile newsbrands Online newsbrands Commercial Radio

Weekdays Weekend


Tablet newsbrand readers are

the most relaxed – particularly

at weekends…

14%

16%

17%

16%

14%

9%

22%21%

20%

17%

14%13%

Tablet newsbrands Commercial Radio Commercial TV Print newsbrands Mobile newsbrands Online newsbrands

Weekdays Weekend


…… they are also happier

Some suggested guidelines

to enhance advertising

effectiveness

Entertainment Communication Information

Self expression Transaction

Newsbrands Newsbrands Newsbrands

Newsbrands Newsbrands

Some of the things people say

about newsbrand tablet advertising

advertising on tablets

Encourages me to buy

- Allows me

to interact

- I trust the

brands that

advertise here

- Makes me more

positive about the

advertiser

- Easy to refer

back when you

need to

Source: Newsworks “Never let me go” research conducted by MTM

Newsbrands’ wide range of formatsprovide great flexibility and the potentialfor complementary brand messaging

Perceptions of advertising when engaging with

newsbrands via each medium:

Print Computer

Mobile

Tablet

• Fun to interact

with products

• Willing to be

diverted

• Plenty of time to

explore

People consume media along a spectrum

ranging from time pressure to relaxed

RelaxedTime pressured

And they also show different levels of

engagement in the channels they use

High engagement

Low engagement


And they also show different levels of

engagement in the channels they use

High engagement

Low engagement

Radio

morning

Radio

evening

Glossy

magazinesTrade press

Internet

(searching)

Internet

(browsing)


Cinema

Trade press

Tablet newsbrand readers are more

engaged and relaxed

High engagement

Low engagement


Newsbrands

Key points

- Tablet readership adds lucrative and appealing audiences to

overall newsbrand consumption

- Messages should be designed and placed to capitalise on

higher levels of engagement and a more relaxed frame of mind

- TouchPoints allows us to explore more closely the relationships

that people have with newsbrands and to look further into how

they sit and fit with other media behaviour

The Brief:

The Sun’s Multi Platform Offering

Under 35s Reading Behaviour

The Sun Newspaper

% o

f p

eo

ple

re

ad

ing

So

urc

e: T

ou

ch

po

ints

20

14


The Sun Newspaper and iPad App

So

urc

e: T

ou

ch

po

ints

20

14

, A

do

be

Ad

Ho

c A

na

lysis

Ju

ly 2

01

4

% o

f p

eo

ple

re

ad

ing


The Sun Multi-Platform

% o

f p

eo

ple

re

ad

ing

So

urc

e: T

ou

ch

po

ints

20

14

, A

do

be

Ad

Ho

c A

na

lysis

Ju

ly 2

01

4

Opportunity 1: Early Birds

The Sun iPad App

So

urc

e: T

ou

ch

po

ints

20

14

, A

do

be

Ad

Ho

c A

na

lysis

Ju

ly 2

01

4

% o

f p

eo

ple

re

ad

ing

Opportunity 2: Afternoon Digest

The Sun Newspaper

So

urc

e: T

ou

ch

po

ints

20

14

, A

do

be

Ad

Ho

c A

na

lysis

Ju

ly 2

01

4

% o

f p

eo

ple

re

ad

ing

Opportunity 3: Evening Download

The Sun Website and Smartphone App

So

urc

e: T

ou

ch

po

ints

20

14

, A

do

be

Ad

Ho

c A

na

lysis

Ju

ly 2

01

4

% o

f p

eo

ple

re

ad

ing

Under 35s Mood in the Morning

So

urc

e: T

ou

ch

po

ints

20

14

, A

do

be

Ad

Ho

c A

na

lysis

Ju

ly 2

01

4

% o

f U

nd

er

35

s e

xp

eri

en

cin

g m

oo

d

Under 35s Mood in the Afternoon

So

urc

e: T

ou

ch

po

ints

20

14

, A

do

be

Ad

Ho

c A

na

lysis

Ju

ly 2

01

4

% o

f U

nd

er

35

s e

xp

eri

en

cin

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Under 35s Mood in the Evening

So

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ou

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po

ints

20

14

, A

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be

Ad

Ho

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Ju

ly 2

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Creative Messaging: The Morning iPad

Using mood to inspire messaging and position

Creative Messaging: The Afternoon Newspaper


Creative Messaging: The Evening Website and Smartphone


97guardianmedia audiences not platforms 9797

Audiences Not PlatformsA TouchPoints Channel Planner case study

98

NewsbrandsEmbracing a cross platform future

The Guardianin Print

The Guardian’s desktop site

Guardian mobile

iPadEdition

iPhoneApp

AndroidApp

Guardian Weekly

Blackberry 10 App

WindowsApp

Guardian Eyewitness

for iPad

Guardian on Flipboard

Guardian on Google

Currents

GuardianWitness

The Guardian Kindle Edition

99

Delivering cross-platform audience at scale

Source: Touchpoints 5

Guardian monthly audience platform usage by platform

34% 22% 6% 38%

Print Only

Desktop Only

Mobile or App Only

Multiple platforms

100

Media, planned bought and measured around audiences

Trading: where we’re going

101

Benefits

• Being part of a transformative change

• Harnessing insight and planning to deliver advertisers what they want

• Quick to execute

• Better deal for advertisers

• Opportunity to efficiently integrate communications

• Future proofing our digital 1st strategy

• Monetizing a market leading audience

Advertisers Agencies

The Guardian

102

Our old cross-platform planning capabilities…

.com

+

+

103

… and how we’ve improved them

Audience cross-over

104

Audiences not platformsOur automated cross format planning tool.

Winner Research

and InsightAward

Winner Multiscreen

research award

Powered By:

Fused To:

105

Audiences Not Platforms Case StudyAutomotive Brand

Reach

GRPs

CPT

% 1+ Reach

OTS

ANP Optimised Campaign Formats:4,548,000

34.3

£16.25

10.5

3.27

+21%

+22%

+8%

+12%

-18%

106

One of many> 150 campaigns in 2013

+£40,000 +£20,000 +£150,000

Cross platform 2x more likely to visit store, 3x more

likely visit websiteGuardian share of

traffic 3x

Cross Platform 2.4x more likely to consider, 1.9x

more likely to talk about

107

Moving £25k from ITV to Guardian digital platforms….

Schedule 1:

£100,000 4.9 million ABC1 Adults £14.12 CPM

Schedule 2:

£100,000 5.7 million ABC1 Adults £12.31 CPM

+16% reach

108

NEW: Audiences Not Platforms V2.0

ANP v2.0

Enhanced Channel Data

Social Data

Industry Collaboration


Thank you

Questions?

Vanessa Clifford

Newsworks


SLIDE 109

news stories from touchpoints

Marketing