truly madly deeply
DESCRIPTION
An in-depth study with MTM into the relationship between consumers and the different providers of news content.TRANSCRIPT
Truly Madly DeeplyMapping needs, meaning and content in newsbrands
What we did
2 week newsbrand diary and
deprivation task
6 x 8 person x 2 hour workshops
London, Birmingham & Leeds
Online survey 1000 respondents representative of
national news readership
Depth interviews 12 respondents from
workshops – in home
TV news Social media
Radio news
Other news websites providers
Newsbrands
News sources
Aggregators
You need the news so you’re on the ball and can be quizzed in your field
Being in the know
I use it for banter at work – we all read the same football columns
Being in the know
Fuelling conversation
It helps me unwind at the end of a long day
Being in the know
Fuelling conversation
Relaxing/me-time
I like feel-good stories, people overcoming their backgrounds and succeeding – it’s inspiring
Feeling uplifted
Being in the know
Fuelling conversation
Relaxing/me-time
It’s always been part of my daily routine, I just like to keep up to date
Feeling uplifted
Ritual& routine
Being in the know
Fuelling conversation
Relaxing/me-time
I’m always flicking through the apps when it’s quiet
Passing the time
Feeling uplifted
Ritual& routine
Being in the know
Fuelling conversation
Relaxing/me-time
TV Newsbrands RadioSocial media Aggregators Other news websites
91%
71%
58%
47%
36%
24%
65%71%
58%
47%
19%24%
All brands
Commercial brandsPopularity
THE NEWS
IDENTIFICATION‘SPEAKS TO ME’
TRUST IN THE CONTENT
https://www.youtube.com/watch?v=ZNXNgG4NGW8
Being in the know 64% 52% 15% 18% 30% 33%
Fuelling conversation 69% 34% 19% 27% 22% 37%
Relaxing/me-time 54% 25% 19% 23% 16% 34%
Feeling uplifted 55% 23% 10% 27% 18% 34%
Ritual & routine 72% 35% 16% 18% 25% 31%
Passing the time 64% 24% 22% 35% 23% 39%
Meeting the need states
Fuelling conversation 1st
Relaxing/me-time 1st
Feeling uplifted 1st
Ritual & routine 1st
Passing the time 1st
Being in the know 1st
Meeting the need states
film_need states
https://www.youtube.com/watch?v=Le_2ZYklX8c
0%
10%
20%
30%
40%
50%
60%
70%
80%
NewsbrandsTVRadioOther news websitesAggregatorsSocial media
The biggest stories/headlines
A short overview An in-depth analysisJournalists/ columnists/presenters
Opinions on the stories of the day
News fast and slow
SlowFast
Newsbrands
TV
Radio
Other news websites
Aggregators
Social media
https://www.youtube.com/watch?v=5KMUFSp7piM
https://www.youtube.com/watch?v=2ombLxCTCsM
Trustworthy Relevant to me Makes me feel involved
61%
52%46%
71% 70%
62%58%
55%
43%
Print only Print and online Online only
Multi-platform strength
Faster
Non-readers
Recognise ad from newsbrand
Stronger deeper associations
Relevant to me
0%
10%
20%
30%
40%
50%
60%
70%
80%
Faster
0%
10%
20%
30%
40%
50%
60%
70%
80%
Non-readers
Recognise ad from newsbrand
Stronger deeper associations
Non-readers
Recognise ad from newsbrand
Makes me want to find out more
0%
20%
40%
60%
80%
Recognise ad from newsbrand
Non-readers
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Faster Faster Faster
IntelligentTrustworthyFun
Shared emotional values
Trustworthy
Fun
Intelligent
Relevant to me
61%
57%
52%
42% +19%
+10%
+18%
+10%
Agree with advertiser brand values
Improvement among readers who feel the same value applies to their newsbrand
https://www.youtube.com/watch?v=g5zQUZXgDjc
Newsbrands appear to fulfil all of these need states best.
This creates a strong emotional relationship
between newsbrands and their users
News content is important to people – and addresses many need states
The relationship is becoming more
entrenched due to new digital platforms
All of this is creating a powerful emotional
context for advertisers – brand ‘rub’
Truly Madly DeeplyMapping needs, meaning and content in newsbrands