Newspapers prompt action 1 Summary of effectiveness test findings

2 Newsbrands drive sales Every day newspapers feature 100s of pages of fresh editorial reflecting the day’s news as well as constant coverage online. Millions of readers turn to newsbrands to get a take on events –22m readership per day (44% of adults) –36m readership per week (71% of adults) –Mass reach builds faster and more cost-efficiently than other media Source: NRS Accumulation Study Newspapers offer unique and powerful form of consumer engagement –Newsbrands command active attention and involvement – they prompt both rational & emotional engagement –Readers enjoy a strong personal connection with their paper ‘Newsworthiness’ of editorial and immediacy of medium = obvious home for topical ads and prompting actions or a response

3 Newsbrands prompt action Advertisers recognise the potency of newspapers to drive sales –Retailers use the medium as a shop window on a daily basis Proven sales effect every time –23 sales uplifts across 23 Newsworks effectiveness case studies –Independent sales analysis from dunnhumby & TNS Worldpanel –Immediate 7% sales uplift –Newspapers deliver sustained sales uplift post campaign –Higher frequency delivers higher sales uplift –Newspapers drive penetration Source: dunnhumby –Newspapers stronger than TV at stimulating full price sales (rather than promoted) Source: TNS Worldpanel

4 Newspapers drive sales - major brands tested

5 Adding newspapers produces 7.0% immediate sales increase Source: dunnhumby based on 18 brands

6 6.9% Brand penetration increase Source: dunnhumby, based on 14 brands * Hovis only measured 6 weeks post campaign

7 Newspapers sustain sales increases Source: dunnhumby based on 13 brands % sales increase driven by newspapers - 12 weeks post campaign

8 11.7% higher sales at 3OTS during campaign Source: dunnhumby based on 11 brands

9 Sales are important but so is margin

10 Kraft Philadelphia case study

11 NPs helped protect margins by delivering full price sales Source: TNS Philadelphia’s incremental sales by medium during the Newsworks effectiveness study % sales, normal price vs. on promotion Newspaper solus TV solus

12 National newspapers prompt action – they drive web traffic & trial  Newspapers prompt web traffic  9 Newsworks effectiveness case studies = 9 significant web traffic uplifts  Between 31% and 5292% uplift!  Across Motors, Finance and FMCG categories  Drive high-worth traffic; web analytics demonstrates that visits generated by newspapers ads spend more time on client websites than average user and more likely to request test drives/download brochure requests - Source: Sophus3  Newspapers prompt trial  Newspapers generated 20,000 sample requests for Listerine Citrus in just 2 weeks  Samples requests were generated via website URL - Source: TNS Worldpanel

13 Newspapers drive web traffic - Major brands tested

14 Toyota Auris: Newspapers deliver high worth traffic Source: Sophus3 Newspaper Advertising effect on Website Visitors % taking further action Newspapers – print versions Online newspapers 7.02 Test drive request Brochure request

15 Abbey: Longer dwell time for newspaper readers Source: Sophus3 Newspaper advertising effect on dwell time and page views % increase vs. all visitors % +44% All visitors Visitors from NP pages

16 Corsodyl: newsbrands drive more traffic than TV Source: Sophus3 Comparison of web traffic Newsbrands (print & online) v. TV % difference