1. Mazda Creative Benchmarking May 2011

2. About Newspaper Creative Benchmarking

3. Newspaper Creative Benchmarking Methodology Dedicated methodology, designed to –Measure the effectiveness of newspaper creative –Provide an understanding how to use the newspaper medium more effectively 330 ads tested to date as at March 2011 Commissioned by The Newspaper Works Conducted online by Ipsos Media CT 100+ observations per ad Ads presented in situ on the newspaper page, then full screen Results benchmarked to All Newspaper norm and/or category averages 3 The Newspaper Works’ effectiveness partner:

4. Automotive benchmarking 55 automotive ads tested to date as at March 2011 –30 ads in automotive study –25 ads in monthly benchmarking 5,500+ ad observations in total Ads selected by The Newspaper Works Skew towards manufacturer ads so Automotive Average is not a true norm Automotive study conducted June – September 2009 Monthly benchmarking ads tested between 2008-2011 4 The Newspaper Works’ effectiveness partner:

5. Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension * Brand Equity Impact Role Map Action Map * Newspaper Creative Diagnostics Automotive Ad Diagnostics Newspaper Creative Benchmarking Measures See Appendix for more detail * Available for ads tested since March 2010 Recognised industry measures

6. The Automotive Average vs the All Newspaper Norm

7. Top Line Measures 7 All Newspaper Norm Automotive Average Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative

8. Brand Equity Impact How the ad influenced perceptions of the brand 8 Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles. All Newspaper Norm Automotive Average

9. 9 Role Map demonstrates how people respond to and interpret newspaper ads The automotive ads tested show a skew towards Affinity and Reappraisal.

10. 10 All Newspaper Norm Automotive Average Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature NEGATIVE POSITIVE

11. Mazda Results

12. 12 The i in Family Syd All adults 16+ n= 102 Tested: July 2010 6 MPS National Prospective & recent car buyers n=100 Tested: June 2009 Mazda 6 Sydney Prospective & recent car buyers n=101 Tested: June 2009 MX-5 Melbourne Prospective & recent car buyers n=102 Tested: June 2009

13. 13 The i in Family Sydney All adults 16+ n= 102 Tested: July 2010

14. Top line measures 14 All NP Norm Auto Average i in family * Ad delivered on par with all Automotive averages Note: the difference in auto and NP linkage norms indicating that branding in automotive ads can be improved across the board. * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research Caution: Small sample size.

15. Brand equity impact: How the ad influenced perceptions of the brand 15 With familiarity and differentiation both significantly above the Auto average, the ad is contributing to overall Mazda equity. Auto Average i in family * Caution: Small sample size. Bank linkage sample size XX * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I

16. Message comprehension: Word Cloud Illustrates the message comprehension as a word cloud. Question asked of all research participants through forced exposure 16

17. Message comprehension Relates to the message out-take from an ad. It is asked of all research participants and is established through forced exposure 17 Respectable communication, with the messaging around capacity and/or driver enjoyment getting through to over half of respondents. * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

18. 18 The creative scores well across all automotive diagnostics delivering emotional connection. Lifestyle and pride are significantly above averages. Interestingly there is no correlation between high lifestyle / see myself driving scores and the use of people in the creative Newspaper auto diagnostics Auto Average i in family * * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I

19. Emotional connection: Mazda An overall measure of how the ad engages on an emotional level 19 Not surprisingly emotional connection is almost twice the average The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: Makes it look like a car you’d be proud to own It’s an exciting car ad Helps me see what kind of lifestyle the car could open up for me I can see myself driving that car Auto Average i in family * * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I

20. 20 Newspaper creative diagnostics measure how people respond to the ‘look’ of an ad All NOP Norm Auto Average i in family * Good diagnostics on image, ease of comprehension and focus on core benefit. However, headline slightly lower than averages and there is an opportunity to deliver more information * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I NEGATIVEPOSITIVE

21. Interesting and different ads act as a catalyst for emotional engagement 21 Significant up or down vs Automotive Average at 90% C.I Creative significantly UP on both interest and difference Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 NP Norm = 34 Auto Average = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =40 =38

22. 22 Role Map demonstrates how people respond and interpret newspaper ads All NOP Norm Auto Average i in family * Affinity and Reappraisal slightly higher than averages. *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers

23. 23 6 MPS National Prospective & recent car buyers n=100 Tested: June 2009

24. Top line measures 24 All NOP Norm Auto Average 6 MPS delivered recognition and interest inline with both the Automotive and All Newspapers norms. Recognition is surprising given that this ad was sourced from overseas (South Africa). 6 MPS Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research Caution: Small sample size.

25. 25 The above norm interest levels are showing through on the Automotive scores. This is the most ‘exciting’ ad in the survey Both Pride and Exciting are significantly above norm Newspaper Auto Diagnostics Auto Average 6 MPS Significant up or down vs Automotive Average at 90% C.I

26. Emotional connection: Mazda An overall measure of how the ad engages on an emotional level 26 Emotional connection is over double the average Significant up or down vs Automotive Average at 90% C.I The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: Makes it look like a car you’d be proud to own It’s an exciting car ad Helps me see what kind of lifestyle the car could open up for me I can see myself driving that car Auto Average 6 MPS

27. Brand equity impact: How the ad influenced perceptions of the brand 27 Differentiation is significantly up on norm perhaps due to the unique creative execution. Auto Average 6 MPS Significant up or down vs Automotive Average at 90% C.I

28. 28 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Significant up or down vs Automotive Average at 90% C.I NEGATIVEPOSITIVE All NOP Norm Auto Average 6 MPS Creative delivers the highest scores in the survey for both “eye catching” and “looks good”. A real stand out.

29. Interesting and different ads act as a catalyst for emotional engagement 29 Significant up or down vs Automotive Average at 90% C.I Creative is seen as interesting and significantly different. Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 NP Norm = 34 Auto Average = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =40 =37

30. 30 Role Map demonstrates how people respond and interpret newspaper ads While the creative appeals emotionally and skews towards affinity, the scores aren't significant. Understandably, due to the absence of body copy, the call to action and info is low. All NOP Norm Auto Average 6 MPS *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers

31. 31 Mazda 6 Sydney Prospective & recent car buyers n=101 Tested: June 2009

32. Top Line measures 32 All NP Norm Auto Average Whilst recognition is low, this can be affected by timing of research and weight of campaign. An indication that this would be a good ad to consider re running at higher weights Mazda 6 Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research Caution: Small sample size.

33. Brand equity impact: How the ad influenced perceptions of the brand 33 High scores across all measures are adding to Mazda equity All measures are statistically significant above the auto average. Appropriateness score is highest in test survey Auto Average Mazda 6 Significant up or down vs Automotive Average at 90% C.I

34. 34 Amazing results vs Auto diagnostics with every measure significantly above the norm #1 Highest ‘excitement’ score in survey #1 ‘can see myself driving score’ in survey 2 nd highest pride figure (behind BMW 7 series @#1 ) Newspaper Auto diagnostics Auto Average Mazda 6 Significant up or down vs Automotive Average at 90% C.I

35. Emotional connection: Mazda 6 An overall measure of how the ad engages on an emotional level 35 This indicates and exceptionally strong emotional connection – over three times the auto average. Significant up or down vs Automotive Average at 90% C.I The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: Makes it look like a car you’d be proud to own It’s an exciting car ad Helps me see what kind of lifestyle the car could open up for me I can see myself driving that car Auto Average Mazda 6

36. 36 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Highest scores in survey across these 3 measures All NP Norm Auto Average Mazda 6 NEGATIVEPOSITIVE A fantastic score, arguably the best in the survey, with three #1 scores. A clear indication of high cut through

37. Interesting and different ads act as a catalyst for emotional engagement 37 Significant up or down vs Automotive Average at 90% C.I Creative delivers significantly above norm scores for both Interesting and Different Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 NP Norm = 34 Auto Average = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =40 =38 =40 =37 =45 =52

38. 38 Role Map demonstrates how people respond and interpret newspaper ads Highest scores in auto survey All NP Norm Auto Average Mazda 6 Creative again triumphs over the survey with two #1 scores. These two, together with the reappraisal would undoubtedly drive strong consideration for brand preference. Interestingly, this is one of the few ads in the survey to deliver emotional engagement and a strong call to action.

39. 39 Role Map comparisons All NP Norm Auto Average Holden Epica Ford G Series Clearly a category winner. Arguably the best performing creative in the whole survey

40. 40 MX-5 Melbourne Prospective & recent car buyers n=102 Tested: June 2009

41. Top Line measures 41 All NP Norm Auto Average Recognition can be affected by timing of research or weight of campaign. A possible indication that the campaign would benefit from heavier weighting / renewed activity MX- 5 Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research Caution: Small sample size.

42. Brand Equity Impact How the ad influenced perceptions of the brand 42 MX5 ad contributes well to overall Mazda equity Differentiation is significantly above norm and is #5 in the survey. Auto Average MX- 5 Significant up or down vs Automotive Average at 90% C.I

43. 43 Amazing results vs auto diagnostics with all 4 measures significantly above the norm 3 rd highest pride figure (behind Mazda 6 and BMW 7) Newspaper Auto Diagnostics Auto Average MX- 5 Significant up or down vs Automotive Average at 90% C.I

44. Emotional connection: MX-5 An overall measure of how the ad engages on an emotional level 44 Once again delivering over three times the average. Significant up or down vs Automotive Average at 90% C.I The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: Makes it look like a car you’d be proud to own It’s an exciting car ad Helps me see what kind of lifestyle the car could open up for me I can see myself driving that car Auto Average MX- 5

45. 45 Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad 2 nd Highest scores in survey across these 3 measures All NP Norm Auto Average MX- 5 Significant up or down vs Automotive Average at 90% C.I A fantastic score, with the three top 2 image scores - second only to Mazda6. A clear indication of high cut through NEGATIVEPOSITIVE

46. Interesting and different ads act as a catalyst for emotional engagement 46 Significant up or down vs Automotive Average at 90% C.I Creative delivers significantly above norm scores for both interesting and different Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 NP Norm = 34 Auto Average = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =40 =38 =40 =37 =45 =52 =46 =52

47. 47 Role Map demonstrates how people respond and interpret newspaper ads 2 nd Highest Affinity score. Mazda 6 @ #1 All NP Norm Auto Average MX- 5 RoleMap indicates the ad is generating strong Affinity and above average Reappraisal and Extension.

48. Mazda is performing beyond the category on key consumer criteria 48 +2.2x higher (a lifestyle ad) +1.9x higher (a lifestyle ad) +2.8x higher (a lifestyle ad) +2.8x higher (a lifestyle ad) Average

49. Mazda is performing beyond the category on key consumer criteria 49 +1.3x higher (an exciting ad) +3.1x higher (an exciting ad) +3.7x higher (an exciting ad) +3.4x higher (an exciting ad) Average

50. Best performing ads on Role Map from Automotive survey 50 3.3x Higher than average 2.9x Higher than average 2.3x Higher than average 2.1x Higher than average 8.0x Higher than average 2.4x Higher than average

51. The Affinity comparison 51 As at March 2011 (updated monthly). 55 automotive ads tested to date. The highest scoring ads on Affinity feature vibrant visuals. Mazda have two of the top 3 scoring ads.

52. The Reappraisal comparison 52 As at March 2011 (updated monthly). 55 automotive ads tested to date. The three highest scoring ads on Reappraisal featured environmental messages.

53. The Information comparison 53 As at March 2011 (updated monthly). 55 automotive ads tested to date. Clear communication of features and model range can both result in strong Information scores.

54. The Call to Action comparison 54 As at March 2011 (updated monthly). 55 automotive ads tested to date. A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.

55. The Public Agenda comparison 55 As at March 2011 (updated monthly). 55 automotive ads tested to date. Ads scoring highly on public agenda feature environmental and/or safety messages.

56. The Extension comparison 56 As at March 2011 (updated monthly). 55 automotive ads tested to date. High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.

57. More on how newspapers and TV can work harder together 57

58. 3 ads that work well with TV 58 Hybrid Camry Sydney All adults 16+ FPC Tested: March 2010 Fiesta Sydney All adults 16+ FPC Tested: July 2010 Skoda Brisbane Prospective & recent car buyers HP Tested: June 2009

59. 59 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average Delivering strong emotional connection as witnessed by high Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey. Significant up or down vs Automotive Average at 90% C.I

60. 60 Role Map demonstrates how people respond and interpret newspaper ads *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers All NP Norm Auto Average A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action. Camry Significant up or down vs Automotive Average at 90% C.I

61. 61 Role Map demonstrates how people respond and interpret newspaper ads Fiesta* *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers All NP Norm Auto Average A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure Significant up or down vs Automotive Average at 90% C.I