1. PASSION POINTS MOTORING

2. New research from Dennis Publishing and buyacar.co.ukhas revealed that people’s attitudes and behavior to buying cars is changing. Discomfort with the traditional car-buying process is reported by almost half of all motorists under the age of 55. However, confidence in the idea of buying cars online is growing fastest among the same group. Older people are less daunted when buying from dealers in the traditional way, and are much more likely than those under 55 to describe themselves as comfortable negotiators.Dennis Publishingbuyacar.co.uk Driving action Magazine media plays a unique role for motoring, providing professionally edited curated content that can both inspire the reader with reviews and opinions to reward their long-term passion, and also provide practical information, equipping the reader with relevant information at different touchpoints along the purchase journey. Demand for this content is reflected in growth in the sector. NRS indicates that Autocar grew 11% year-on-year in 2015 across print, desktop and mobile and monthly unique visitors to buyacar.co.ukhas grown 127% in the last 12 months. This growth in online platforms is indicative of the changing nature of car buying.Autocarbuyacar.co.uk When looking at six publisher websites in the motoring sector, those under the age of 55 are 25% more likely to access content through these websites than the average adult.

3. Fans and Fanatics A passion for motoring isn’t just reflected in car purchasing; with BBC Top Gear coming back to our screens this month, Amazon launching a rival programme, The Grand Tour in the autumn and F1 in full swing with races in Spain and Monaco in May, you can understand why people are gripped by motoring.BBC Top GearAmazon launching a rival programme, The Grand Tour We continue our Passion Points data bytes series using TGI to explore motoring enthusiasts. We identified two groups - Car Fans and Car Fanatics - identified by their passion for motoring: from actively partaking in motorsport to watching on TV. Car Fans are 78% more likely than the average adult to buy a car for pleasure and 163% more likely to have bought their current car for £30,000 or more. For Car Fanatics this increases to 119% and 283% respectively. Their passion for motoring is also reflected in their media choices. Car Fans are 45% more likely to consume magazine media, more likely than any other media. Looking at individual magazine titles, both groups show a high affinity for a range of titles across the motoring sector including BBC Top Gear andWhat Car?. These two groups of enthusiasts are dedicated to their passion and magazine media is the home for this. What Car? This group of motoring enthusiasts can provide opportunities to advertisers operating in sectors other than motoring. Car Fanatics are 52% more likely to be heavy shoppers at the supermarket, providing FMCG brands with a welcome environment for their ads.

4. Inspiring action Other brand sectors can also benefit from access to this highly targetable group. Both Car Fans and Car Fanatics are more likely to buy a new television in the next 12 months and be heavy spenders on gaming. Car Fans are 50% more likely to buy a television in the next 12 months are 72% more likely to be heavy gaming spenders, increasing to 75% and 143% respectively for Car Fanatics. Passion audiences naturally gravitate towards magazine brands, so if you are a motoring brand or a brand that wants to access this highly targetable group, magazine media can deliver a productive environment that can increase the effectiveness of your campaign. To see how a gaming brand worked with a magazine media title in the motoring sector, check out the Forza 4 Sport case studyForza 4 Sport case study

5. THE MOTORING SEGMENTATION Base: All Adults 15+ Source: GB TGI 2015 CAR FANATICS 6% 1.5% MARKET SIZE% OF GB POP CAR FANS3.1m 0.7m

6. CREATING THE GROUPS Source: GB TGI 2015 CAR FANATICS (AGREE WITH 4/7 STATEMENTS) CAR FANS (AGREE WITH 2/7 STATEMENTS) Magazines Very Interested in: - Cars & Motoring Newspapers Very Interested in: - Cars & Motoring Word of Mouth Have a large amount of knowledge about: - Cars leisure Internet Regularly visit sites on: - Motoring Television Programme Types: - Usually Watch Cars & Motoring SPORTS & LEISURE Motor Sports: - Regularly partake in - Paid to watch at venue

7. DEMOGRAPHIC PROFILE Base: All Adults 15+ Source: GB TGI 2015

8. MEDIA CONSUMPTION Base: All Adults 15+ Source: GB TGI 2015 MNQ 1: Heaviest 20% of each media (excl. cinema)

9. TOP MAGAZINES – BY INDEX CAR FANATICS CAR FANS 1.Practical Classics 1,399 2.Auto Express1,218 3.F1 Racing1,201 4.Classic Cars1,112 5.EVO1,107 6.Autocar 1,098 7.Classic & Sports Car987 8.Super Bike941 9.What Car? 909 10.Autosport 897 1.EVO634 2.Practical Classics618 3.Classic Cars599 4.Autocar 592 5.Auto Express576 6.F1 Racing539 7.Classic & Sports Car537 8.What Car?498 9.Performance Bikes494 10.BBC Top Gear483 Base: All Adults 15+ Source: GB TGI 2015

10. CAR BUYING Source: GB TGI 2015 CAR FANATICS 263 383 BUY A CAR FOR PLEASURE SPENT £30,000 OR MORE ON CURRENT CAR CAR FANS178 219 INDEX

11. ADVERTSING CATEGORIES Source: GB TGI 2015 CAR FANATICS 150 175 HEAVY SUPERMARKET SPENDERS INTEND TO BUY A TELEVISION IN THE NEXT 12 MONTHS CAR FANS127 152 INDEX 172 243 HEAVY GAMING SPENDERS