February 2012 Newspaper Creative Benchmark Report Masterfoods
It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard
Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:
Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics
This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 99 Test market: Sydney Fieldwork: 5 th -12 th February 2012 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norms (see appendix for details) This ad appeared on Australia Day, 2012
Branded Newspaper Benchmarks
Newspaper Norm This ad has exceeded all Norms for positive statements regarding creative. It ‘looks good’, ‘has a great photo/image’ and ‘catches my eye’.
With branding removed, it’s no surprise the ad falls slightly below norms for recognition and brand linkage. We’d expect this for an advertiser who does not use newspapers often. However the ad generates significant levels of interest versus Newspaper Norms. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Brand linkage n= 12 Branding removed Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm +25
The ad exceeds three key brand equity measures, achieving significantly high scores for familiarity/understanding, appropriateness and relevance, and differentiation versus competitors. +34 Significantly different to Newspaper Norm at 90% c.l Newspaper Norm
Message comprehension levels were very high with 91% of respondents generally correct and 54% able to relate specific message details.
What did the respondents say about the ad? Australia Day is bbq day with friends and family. You need sauce at a bbq! I like this ad very much. I like the simplicity of it - a lot of ads are too cluttered with too many words and images. This ad is clever and eyecatching. I think it is good because of the 'down under' reference which is done in a clever and visual way - I like it. I'd never thought of Masterfoods as having any Australian linkage and was surprised to learn it. But at the same time, I felt as though they were trying a bit hard, and not 100% genuine. Relates well to Australia Day Clever! Very simple message of Australian-made links properly to Australia Day as it is a product that may actually be used on the day. Draws in a crowd that enjoys celebrating Australia Day It's a clever use of Australia Day to promote Australian products
The word cloud shows a strong connection an Australian tomato sauce!
We consider this ad to be a very high performing communication with scores for 5 out of 6 roles of newspapers, exceeding norms by a significant amount. Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm
Confirming the status of this ad as a high performer, it achieves 4 significant scores for likely Actions, including actions that directly relate to purchase intention. Significantly different to Newspaper Norm at 90% c.l. Newspaper Averages
We would consider this to be a ‘high performing’ piece of advertising, exceeding many norms across Creative, RoleMap and ActionMap diagnostics The ad achieved significantly high scores across brand equity measures and was seen as relevant and differentiating from others in the category The link to Australia Day was well made, and highly appreciated by respondents All in all, this is an excellent example of an FMCG product making the optimal use of newspapers in a topical and clever way.
Comparison with other ads
Masterfoods vs Heinz Tested February 2012 Tested October 2011
A saucy story! Newspaper Norm The Masterfoods ad achieves stronger RoleMap scores overall versus Heinz, which achieves good scores but not to the same level of significance.
Respondents more likely to buy Masterfoods Newspaper Norm The comparative ActionMap shows that respondents are likely to buy/try the Masterfoods product as a result of that ad, however the Heinz ad generates less strong responses overall despite it’s positioning as “Australia’s thickest ketchup”. Its worth noting that in verbatims, respondents were polarised by the use of the word ‘ketchup’ by Heinz.
“Aussie Made” Tested February 2012 Tested February 2011 Tested April 2011
We love Aussie! All three ads use “Australian Made” as a key message and respondents relate to this message very positively with high Affinity score, Reappraisal and a strong Call to Action.
“This ad encourages me to think differently about the brand” Our FMCG Top Ten : Reappraisal
Our All Categories Top Six : “Is Clever” Since 2010, Norms not available
Top Performers on Rolemap
6.2x Higher than norm 5x Higher than norm 2.4x Higher than norm 2.9x Higher than norm 8.0x Higher than norm 3.8x Higher than norm All newspaper norm. February 2011 (Updated monthly)
Established in 2006 by the major Australian newspaper publishers: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles. Primary aims: – To promote newspapers as a powerful medium for advertisers – To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape
Creation of All Newspaper norms Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737
Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.
Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.
Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. Retail average Statements are tailored to be appropriate to the advertising category.