Newspaper Creative Benchmark Report Whiskas May 2011

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 Whiskas was included in the May 2011 study

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

Whiskas ‘Real Fish’ was one of five ads tested in Sydney Sample: Australians 16+ Sample size: 118 Fieldwork: 12 th to 18 th May 2011 Conducted online by Ipsos MediaCT Benchmarks used: All Newspaper Norm (see appendix for details)

Branded Newspaper Benchmarks

‘Real Fish’ Market: Sydney Size: FPC Position: EGN Tested: May 2011 Ad benchmarked

These are great brand linkage results, especially for an advertiser that is not in newspapers week in, week out (these results are similar to those achieved by the grocery retailers etc) possibly reflecting Whiska’s consistent use of brand images and colour. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Significantly different to Retail Average at 90% c.l. * * Caution – small sample size | Brand linkage sample size: n=20

A visually strong creative, obviously driven by dominant use of brand colour and character. Both ‘catches my eye’ and ‘looks good’ are in the top 10% of results database. Newspaper Norm

Understandably high levels of message comprehension with 56% generally correct and 72% identifying cat food as the key message.

Verbatims from respondents clearly show an understanding that the ad is highlighting the use of real fish and is visually appealing. Example of verbatim opinions of the ad include: ‘the colours make it stand out‘ ‘I love it. It is colourful and easy to remember’ ‘I like it, I liked the colour and the idea of the food being as real as a live fish’ ‘It brought a smile to my face’ ‘It catches the attention largely because of the blaze of pink colour and the cute cartoon cat face ‘

The ad is having a significantly positive influence on the brand, increasing familiarity and differentiation. Significantly different to Retail Average at 90% c.l. Newspaper Norm

Role Map scores are close to Norms with the primary role identified as Affinity. Newspaper Norm

The ad is most likely to inspire store visitation and purchase. Undoubtedly this score would be even higher if sampled against cat owners % scores

Top Performers on Rolemap

6.2x Higher than norm 5x Higher than norm 2.1x Higher than norm 2.9x Higher than norm 7.8x Higher than norm 3.8x Higher than norm All newspaper norm. June 2011 (Updated monthly)

This ad demonstrates a lot of creative appeal achieving high scores against all positive creative diagnostic measures Its seen as increasing familiarity / understanding and of great interest, but perhaps these scores would improve if tested against a specific sample of pet owners (our sample is broad i.e. Australians 16+) This broad sampling is also possibly why Action Map scores are good, but with the success of other measures we would expect to see even higher results A very appealing ad such as this one, also scoring well for brand equity metrics generally experiences strong intention for purchase and ‘remember for later’ This is a good example of an advertiser that does not traditionally use newspapers, cutting through with high visual appeal and strong brand cues

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.