Top facts you need to know about newsbrands
47.5 Newsbrands reach million adults in the UK That’s more than Source: NRS PADD Apr 2016 – Mar 2017
across all platforms… Newspapers 32.6 million Desktop & PCs Mobile 37 million Newsbrands 47.5 million Source: NRS PADD Apr 2016 – Mar 2017
And their reach is growing… 47.3m +9.2m 39.7m 38.1m +4.7m 33.4m NRS Jan-Dec 2007 NRS PADD Jan-Dec 2016 Print Reach PC adds to print Reach phone/tablet adds to print and PC
They reach 97% of all millennials That’s just under 14 million 18-34s every month Source: NRS PADD Apr 2016 – Mar 2017
Readers spend a significant amount of time with their newsbrand of choice Newspapers 1 hour 9 minutes Tablet 50 minutes Smartphone 50 minutes Desktop 49 minutes Sunday newspapers 1 hour 27 minutes (read on a Sunday) Time spent reading newsbrands on the days people read Source: IPA TouchPoints 2016
Newsbrands command not only time, but attention as well Solus media usage Multiple media usage x high focus Source: Newsworks – The battle for attention, 2016
Newsbrands deliver results Adding newspapers to your campaign boosts ROI by times on average Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015
… across many sectors Adding newspapers to a retail campaign increases effectiveness by 2.8 times Adding newspapers to an automotive campaign increases effectiveness by +71% Adding newspapers to a finance campaign increases effectiveness by 5.7 times Adding newspapers to a travel campaign boosts effectiveness by 3 times Adding newspapers to a FMCG campaign increases effectiveness by +20% Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015
They make other media more effective Using digital newsbrands boosts print ROI by up to 5 times Newspapers make TV twice as effective and online display four times more effective Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015
% reporting very large effects And it’s not just ROI – Multi-platform newsbrands impact all business metrics sales market share price sensitivity loyalty customer acquisition profit Print + digital newsbrand users Non-users % reporting very large effects Source: IPA Databank case studies 2012 - 2014
They make other media work harder Newsbrands boost the effectiveness of TV +65% Vs TV with no newsbrands Source: IPA Databank case studies 2012 - 2014
And boost the business effectiveness of other digital media +53% +118% Vs online display with no newsbrands Vs social media with no newsbrands Source: IPA Databank case studies 2012 - 2014
The roles newsbrands play What roles can newsbrands play in the modern media mix? Using learnings from around the industry we have synthesised the job for communications into five core routes. In the age of storytelling, newsbrands play a key role in delivering outcomes against all five core routes. Fame & stature Prompt action Education & understanding Build trust Address an issue Newsbrands create the sense of a brand having momentum; of being an important brand that commands attention Newsbrands cause consumer action, directly or indirectly impacting sales Newsbrands deepen consumer understanding of what a product, brand or company is or does Newsbrand advertising acts to consolidate or develop a brand’s reputation Newsbrands are effective for brands that need to focus on a specific issue or event