newspaper advertising
TRANSCRIPT
Pg 1
National Newspapers – Fingertip facts
Pg 2
The costs cited in this booklet are ballpark estimates of market costs in 2008. A number of factors can influence the eventual price.
Contents
Campaign cost & cover – selected groups Cover & cost vs other media Campaign costs by audience Newspaper coverage build Less wastage with newspapers Demographic profile: Newspapers vs TV National newspapers strong in London Newspapers’ regional profile fits well with TV
Pg 3
Campaign cost & cover – selected groupsNational newspapers offer a cost-effective way to
engage with consumer across a range of products and services
Pg 4
Main supermarket shopper
£1.2m buys…
Page colour campaign
Campaign reach: 19.5m
70% cover @ 5 OTS
Pg 5
Buy dog food
£370k buys…
25x4 colour campaign
Campaign reach: 5.6m
70% cover @ 5 OTS
Pg 6
Eat Walkers crisps at least once a week
£350k buys…
25x4 colour campaign
Campaign reach: 13.8m
70% cover @ 5 OTS
Pg 7
“Prepared to pay more for foods that don’t contain additives
£1.2m buys…
Page colour campaign
Campaign reach: 15.2m
70% cover @ 5 OTS
Pg 8
Used probiotic yoghurt in last week
£1m buys…
Page colour campaign
Campaign reach: 10.5m
70% cover @ 5 OTS
Pg 9
Spend at least £5 per month on skincare products
£1.2m buys…
Page colour campaign
Campaign reach: 9m
70% cover @ 5 OTS
Pg 10
Used hay fever remedies in last 12 months
£410k buys…
24x5 colour campaign
Campaign reach: 6.2m
70% cover @ 5 OTS
Pg 11
Take vitamins or other supplements at least once a week
£460k buys…
24x5 colour campaign
Campaign reach: 12.7m
70% cover @ 5 OTS
Pg 12
Drank 5 or more pints of lager in last week
£250k buys…
24x5 colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS
Pg 13
Drank malt whisky in last month
£350k buys…
24x5 colour campaign
Campaign reach: 3.2m
70% cover @ 5 OTS
Pg 14
Drink at least one measure of vodka a week
£270k buys…
24x5 colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS
Pg 15
Took out a mortgage in the last 12 months
£1.1m buys…
Page colour campaign
Campaign reach: 1.4m
70% cover @ 5 OTS
Pg 16
Have a loan
£400k buys…
24x5 colour campaign
Campaign reach: 9.3m
70% cover @ 5 OTS
Pg 17
Spend £500 or more per month on credit cards
£1.1m buys…
Page colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS
Pg 18
Acquired a supermarket credit card in the last 12 months
£350k buys…
25x4 colour campaign
Campaign reach: 300,000
70% cover @ 5 OTS
Pg 19
Have taken out Tesco car insurance
£410k buys…
25x4 colour campaign
Campaign reach: 1.1m
70% cover @ 5 OTS
Pg 20
Have taken out buildings and contents insurance direct from the company in the last 12 months
£440k buys…
25x4 colour campaign
Campaign reach: 3.5m
70% cover @ 5 OTS
Pg 21
Have taken out life assurance direct from the company in the last 12 months
£370k buys…
25x4 colour campaign
Campaign reach: 4.7m
70% cover @ 5 OTS
Pg 22
Personal income of at least £40k+
£840k buys…
Page colour campaign
Campaign reach: 2m
70% cover @ 5 OTS
Pg 23
In full-time employment
£400k buys…
25x4 colour campaign
Campaign reach: 12.7m
70% cover @ 5 OTS
Pg 24
Travelled by air on business in last year
£950k buys…
Page colour campaign
Campaign reach: 4.3m
70% cover @ 5 OTS
Pg 25
Obtained new car in last 12 months
£1.2m buys…
Page colour campaign
Campaign reach: 2.8m
70% cover @ 5 OTS
Pg 26
Bought a computer in last 12 months
£1.1m buys…
Page colour campaign
Campaign reach: 6m
70% cover @ 5 OTS
Pg 27
Cover & cost vs other mediaNewspapers vs other media cost & cover comparison
Pg 28
Newspaper costs vs TV
Newspapers300 GRPs
Page colour
TV 300 TVRs30 seconds
16-34 men £800k £1650k
Men £940k £990k
ABC1 men £950k £1350k
AB adults £970k £1200k
AB women £1000k £1000k
ABC1 women 25-45 £1030k £960k
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More reach in Newspapers
ABC1 adults Reach & frequency
Nationals – 25x4 colour 74% @ 4.3 OTS
Radio – 30 seconds 48% @ 9.3 OTH
£400k buys one of…
£300k buys one of…
18-34 men Reach & frequency
Nationals – 25x4 colour 73% @ 4.3 OTS
Radio – 30 seconds 56% @ 9.5 OTH
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Newspaper: Same reach as 6 sheets, less cost
ABC1 adults Reach & frequency
Nationals – 25x4 colour 75% @ 4 OTS £400k
6 sheets – 4750 x 2 weeks 75% @ 15 OTH £640k
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Newspaper vs 48 sheets
18-34 men Reach & frequency
Nationals – Page colour 70% @ 4 OTS
48 sheets – 2500 x 2 weeks 70% @ 13 OTH
£700k buys one of…
Pg 32
Newspaper reach more adults than online
All adultsNumber reached
Reach of UK population
Nationals – Page colour 34m 72% @ 4 OTS
Online MPU ad 20m 42% @ 5 OTS
£1m buys one of…
Pg 33
Newspaper reach more 18-34s than online
18-34 adultsNumber reached
Reach of UK population
Nationals – 25 x 4 colour 9m 67% @ 4.5 OTS
Online banner ad 7m 54% @ 5 OTS
£350k buys one of…
Pg 34
Newspaper reach more ABC1 women than online
ABC1 womenNumber reached
Reach of UK population
Nationals – 25 x 4 colour 10.4m 75% @ 6 OTS
Online MPU ad 6.5m 48% @ 5 OTS
£600k buys one of…
Pg 35
Newspaper reach more ABC1 women than women’s magazines
ABC1 women Reach & frequency
Nationals – 25 x 4 colour 70% @ 4.2 OTS
Women’s magazines Page colour
49% @ 6.3 OTS
£400k buys one of…
Pg 36
Newspaper reach more 18-34s than magazines
18-34 adults Reach & frequency
Nationals – 25 x 4 colour 67% @ 4.5 OTS
Magazines – Page colour 62% @ 5.9 OTS
£350k buys one of…
Pg 37
Newspaper reach more ABC1 men than magazines – at less cost
ABC1 men Reach & frequency
Nationals – 25 x 4 colour 76% @ 4.0 OTS
Magazines – Page colour 46% @ 5.1 OTS
£350k buys one of…
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Campaign costs by audienceThe entry cost of a 300 GRPs newspaper
campaign delivering c 70-75% cover
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Campaign cost of newspapers
All women £410k
All adults £400k
ABC1 adults £380k
Men £360k
ABC1 men / ABC1 women / 18-34 adults £350k
AB women £310k
18-34 men £290k
AB men £280k
25 x 4 colour
Pg 40
Campaign cost of newspapers
ABC1 women £1140k
Women £1100k
ABC1 adults £1090k
All adults £1040k
ABC1 men £950k
Men / ABC1 men 35+ £940k
AB men £910k
18-34 adults £870k
18-34 men £750k
Page colour
Pg 41
Newspaper coverage buildNewspaper deliver fast coverage build
Pg 42
Newspapers
Daily reach…
23 million readership(48% of adults)
Weekly reach…
36 million readership(74% of adults)
Source: NRS Jul-Dec 2007
Pg 43
Coverage build in national newspapers
Source: NRS
Pg 44
Less wastage with newspapersTargeting young adults in national newspapers will
reach a higher proportion of your audience with less waste than on TV
Pg 45
Targeting 16-34 adults in newspapers – less wastage than on TV
16-34 adults impacts as % of all adult impacts
Newspaper schedule 34%
Channel 4 Peak – Segment average 29%
16-34 TV schedule – Terrestrial + multichannel 29%
Pg 46
Targeting 16-34 men in newspapers – less wastage than on TV
16-34 men impacts as % of all adult impacts
Newspaper schedule 37%
Channel 4 Peak – Segment average 30%
16-34 TV schedule – Terrestrial + multichannel 26%
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Demographic profile: Newspapers vs TVEven blockbuster TV shows that target young adults struggle to deliver more 16-34s than The Sun does,
by itself, every day!
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Demographic profile:Newspapers vs TV
The SunDaily delivery
X Factor Final (ITV)
2007Reach of best spot
Big Brother Final (C4)
2007Reach of best spot
Spiderman 3Top 16-34 film 2007
Reach in first week
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Demographic profile:Newspapers vs TV
If you are targeting young and upmarket consumers, newspapers are a good fit with TV
Newspapers & TV shows – age & class map
Newspapers & TV shows – age & class map
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National newspapers strong in London
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National newspaper are naturally strong in London
AdultsNationaldelivery
London*delivery
Cover 72% 80%
OTS 4.2 4.6
GRPs 300 365
Natural conversion + 22%
*London ITV area
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Nationals’ natural London upweight is even stronger for ABC1s
ABC1 AdultsNationaldelivery
London*delivery
Cover 74% 83%
OTS 4.1 4.1
GRPs 300 380
Natural conversion + 27%
*London ITV area
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Newspapers’ regional profile fits well with TVNational newspapers’ strength in London &
South East is a good fit with heavier TV viewing in Midlands, North & Scotland
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TV viewing is weaker in London
ABC1 adult TVRs
London 217
Rest of UK average 320
National average 300
Pg 57National newspapers even up the battle to reach the London Audience
Audience delivery (adults)
Newspapers % TV %
London 27 16
South East 17 16
Midlands, Wales & West 22 26
North 25 32
Scotland 9 10
100 100
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National newspapers even up the battle to reach the London audience
Newspapers can upweight TV in London – usually a competitive area and at a lower advertising weight
than the rest of the UK
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TV ratings: examples from grocery and supermarket categories