1. Computer A deep dive

2. NEWS Table of contents Demographics 3 Key readership facts 4 Reach9 Total 10 Demographics11 Who are they?13 How online newsbrands can deliver results22 Attention23 Business effects24 Multi-platform study28 Why online newsbrands are so effective32 Context effect33 Trust35 Summary36

3. Unique users ReachShare of audience Adults18.7m40%100% 18-345.4m40%30% 35-547.0m47%38% 55+5.2m51%28% ABC113.0m46%70% C2DE5.7m31%30% Demographics Source: comScore MMX July 2016 55%45%

4. Newsbrand readers on computers would fill Twickenham Stadium 228 times Source: comScore MMX July 2016

5. Unique visitors duplicated 47 m 18.7 m Unique visitors unduplicated The average computer user visits at least two newspaper sites Source: comScore MMX July 2016

6. 42% Automotive 34% Personal finance 27% Travel 21% Retail 48% Lifestyle Source: comScore Cross Visiting (Desktop only) July 2016 People reading newsbrands on computer are more active online More likely to visit… websites than the average person

7. 44 47 43 Source: TGI Clickstream 2016 Q2 Average age

8. Readers spend a significant amount of time with their newsbrand of choice Time spent reading newsbrands on their computer, on the days they read Source: IPA Touchpoints 6

9. Reach

10. Computer reach is unique by title Total unique visitors (000) Source: comScore MMX July 2016

11. 55% 23m 45% 10.3m 8.4m MaleFemale Source: comScore MMX July 2016 Computer reach By gender (millions)

12. 34% 43% 44% 49% 51% Computer reach By age groups (millions) Source: comScore MMX July 2016

13. Who are they?

14. readers are… TRAVELLERS 17 million ‘I like the idea of travelling abroad’ TECH FIENDS 14 million ‘In this day and age, I cannot manage without the internet’ CHARITABLE 57% ‘Would be willing to volunteer my time for a good cause’ RISK AVERSE 52% ‘It is important to be well insured for everything’ Computer BUSY 60% ‘Shopping online makes my life easier’ Source: TGI Clickstream 2016 Q2

15. Index vs UK population Newsbrand readers on computers are more likely to access popular financial comparison websites Source: TGI Clickstream 2016 Q2

16. £26,553 £25,739£23,291 £19,862 £23,742 Online newsbrand readers have higher savings on average than social media users Source: TGI Clickstream 2016 Q2

17. Computer readers explore the internet for travel information more than Facebook users Visited travel website in the last 7 days Index vs UK population Source: TGI Clickstream 2016 Q2

18. Index Vs UK population Newsbrand readers on computers are more likely to go through with travel purchases Used website to book holiday or travel in the last 12 months Source: TGI Clickstream 2016 Q2 ebookers.com booking.com expedia.co.uk hotels.com opodo.co.uk Thomascook.com thomson.co.uk

19. £1,432 £1,378£1,361 £1,341 £1,378 Newsbrand readers on computers spend more on their holidays Source: TGI Clickstream 2016 Q2

20. £10,160 £9,837£9,704 £9,286 £9,768 Computer readers like to spend money on their cars Average cost of main car Source: TGI Clickstream 2016 Q2

21. Source: TGI Clickstream 2015 Q4, Visited website in the last 7 days, Ever watch TV, Ever listen to the radio Newsbrand readers are more likely to spend over £30,000 on their car Source: TGI Clickstream 2016 Q2

22. How online newsbrands can deliver results

23. Online newsbrands command a high level of attention Attention = solus media + (multimedia x high focus) Source: Newsworks, The battle for attention, 2016

24. Sales 5252 4 2727 1616 Digital newsbrand usersNon-users 1 16 34 3434 0 9 2 25 LoyaltyMarket share Customer acquisition Price sensitivity Profit Source: IPA Databank case studies, 2012 and 2014 Digital newsbrands drive business effects % reporting very large effects

25. TV + online benefits from the inclusion of digital newsbrands +59% vs TV with no online NEWS TV Other online display TV +16% vs TV with no online Source: IPA Databank case studies, 2012 and 2014

26. +42% vs online display with no digital newsbrands +97% vs social media with no digital newsbrands NEWS Online newsbrands boost the business effectiveness of other digital media Source: IPA Databank case studies, 2012 and 2014

27. Original content site PortalsSocial networksOriginal content site PortalsSocial networks Web visits Search Lift in advertiser site visitation vs. matched control group Lift in advertiser-branded search term usage versus matched control group Online newsbrands are more likely to drive traffic Source: The Association of Online Publishers / comScore, 2013 % % % % % %

28. Combining online newsbrands with print creates a strong multiplier effect on brand measures Source: The multi-platform study, 2016 + Salience +60% Quality +24% Trustworthy +19% Awareness +31% Innovative +34%

29. v Combining online newsbrands with print creates a strong multiplier effect on brand measures Average uplift across brand health measures Source: The multi-platform study, 2016 +5% +21% Print Print + computer

30. CTR average Industry benchmark 0.310.07 Digital newsbrands drive interactions Source: The multi-platform study, 2016

31. Digital newsbrands command high attention 10 second average Source: The multi-platform study, 2016

32. Why online newsbrands are so effective

33. EngagementTrust Personal identification The more engaged the reader the stronger the effect Regular newsbrand readers on computers have a strong connection to newsbrands Brand context effect Source: Newsworks, The company you keep, 2015

34. Brand loveBuzz Consideration +10%+14% +31% Regular newsbrand readers vs. non-readers People react positively to ads in the familiar context of their favoured online newsbrands Source: Newsworks, The company you keep, 2015

35. Newsbrand websites are more trusted and consequently, so are the advertisers… Trust the publisher Original content sitePortalsSocial networksOriginal content sitePortalsSocial networks Trust the advertisers appearing on the publisher Source: The Association of Online Publishers / comScore, 2013 62%

36. Summary Over 18 million people read newsbrands on computers every month Online newsbrand readers are an active audience who are willing to spend more on products and services Adding online newsbrands to your campaign drives business effects and makes other media work harder. You get a 42% uplift in effects vs. online display with no newsbrands People trust and have an emotional connection to their chosen newsbrand this leads to a brand context effect – people react favourably to ads in the familiar context of their favoured newsbrand NEWS