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Comparison Sites Source: NMR MAT May 2012 % Share.

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Presentation on theme: "Comparison Sites Source: NMR MAT May 2012 % Share."— Presentation transcript:

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4 Comparison Sites Source: NMR MAT May 2012 % Share

5 Source: NMR MAT May 2012 % Share

6 Source: NMR MAT May 2012 Finance % Share

7 Source: NMR MAT May 2012 Motors % Share

8 Source: NMR MAT May 2012 Utilities - residential % Share

9 Source: NMR MAT May 2012 Broadband (incl broadband +TV/Landline ads) % Share

10 Source: NMR MAT May 2012 Consumer mobile networks % Share

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12 Adults, 30 & Clr 25x4 s A – TV & Sunday press 233 TVRs + 10 GRPs per week B – TV, Sunday & Monday press 113 TVRs + 68 GRPs per week

13 Newsbrands – heavily skew towards active consumers (e.g. automotive) Source: NRS Oct 12 – Sep

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16 Age profile Under Source: comScore May 2013

17 Key objectives Drive web visits Increase consideration Communicate breadth of offer Differentiate from competitors

18 England & Wales Money products (newsbrands only) Scotland Motor insurance (with TV) Two tests

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20 Average increase in web visits for money products in England and Wales Newsbrands successfully increased visitor traffic for a wider range of products

21 Newsbrands successfully increased enquiries for motor insurance in Scotland

22 The effect of Newsbrands activity was seen on the same day

23 Short-term average ROI for newsbrands Expected long-term ROI for newsbrands

24 Newsbrands platforms performed well. Tablet performed especially well. 0.33%0.12% 0.24% PRINT ONLINETABLET Site visits generated Incremental visits per £ spent

25 Newsbrands drive brand differentiation and preference % difference in change of perceptions of the brand. Newspaper readers vs all sample Saves me lots of money Their advertising makes me think better of them than I used to Is the first site I would go in future when looking for savings and borrowing Are better than other comparison websites SCOTLAND

26 Newsbrands drive brand differentiation and preference % difference in change of perceptions of the brand. Newspaper readers vs all sample Offer a broad range of savings and borrowing products Saves me lots of money Is the first site I would go in future when looking for insurance products Are better than other comparison websites ENGLAND & WALES

27 Newsbrands drive consideration, especially among young people + 8% Increase in consideration among 18-34s

28 Large increase in claimed recent visits by 18-34s Young audience highly responsive to newsbrand advertising

29 SUMMARY Newsbrands drove website visits and enquiries

30 Campaign increased brand differentation SUMMARY

31 Newsbrands supercharged TV

32 A new young audience was engaged SUMMARY A new young audience was engaged

33 SUMMARY Consideration increased

34 SUMMARY Newsbrands included in current and future media plans MEDIA PLAN

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36 Sue Unerman with Jo Rigby Gareth Helm


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