Car Advertising in newsbrands

Category Facts Our readership is your target audience They are open to being persuaded The Newsbrands toolbox Advertising with newspaper titles build business Contents

Category Facts

4 £739 Newsbrands are important to car manufacturers Source: Nielsen, 2011 million total ad spend 16% Spent with newsbrands

5 Newsbrands have a 16% share Source: Nielsen, 2011

Category2011 spend £ Technology*1,388m Finance1,270m Entertainment & Leisure912m Retail910m Food814m Motors739m Cosmetics & Personal Care712m Travel & Transport597m 6 Nearly ¾ of a £ billion advertising market Technology includes computers, electronics and household appliances, games & consoles, telecoms Source: Nielsen, 2011

Our readership is your target audience

8 Our readers are into cars Source: NRS July 2011-Jun 2012 Interest in motoring Index vs all adults

9 That’s a lot of interested people Source: NRS, UKOM Readership by Platform (Excludes Mobile & Tablet)

10 They are buyers – not just lookers Source: NRS, Jul 2011-Jun 2012 Our reader like new cars Index vs all adults

They are open to being persuaded

12 Readers can, and do, change their opinion on brands Source: Millward Brown The Ford advertising was “surprising, and gets me to think differently”

13 Newspapers get you on the short list The car sector is particularly responsive to newspaper advertising Source: Newsworks Effectiveness Case Studies Increase in brand consideration attributable to newspaper advertising

14 Newspapers get you on the short list Newspapers drive purchase consideration % of respondents saying either... “It’s my preferred car” or “It’s one of the first I would consider” or “It’s one of a number I’d consider” Source: Newsworks Effectiveness Case Studies Did not recognise newspaper campaign Recognised newspaper campaign

15 TV Campaigns are stronger with newsbrands Consideration shift, pre to post, is three times bigger when people see newspaper advertising as well as TV Source: Newsworks Effectiveness Case Studies

16 Multiple executions give campaigns greater power Seeing three executions increases all measures (compared to those seeing only 1 execution) Source: Newsworks Effectiveness Case Studies

The newsbrand toolbox

18 Wraps

19 Microsites

20 Supplements

21 Sponsorship

22 Online display

23 Creative Solution Packages

24 Polybags and inserts

25 Cross Platform solutions Source: ComScore

Newsbrands build business

27 Newspapers make people more likely to act Newspapers are the stronger medium for driving behaviour Gives me a reason to go out and buy Source: Newsworks Effectiveness Case Studies

28 We drive traffic to websites Both online and printed newspapers drove traffic to the Toyota website Source: Newsworks Effectiveness Case Studies

29 Newsbrands are budget efficient Cost (£m) of 1% increase in Brand Measures Awareness, Consideration, Brand Image and Brand Personality Source: Ford Effectiveness Case Study