Multi-platform A deep dive.

Multi-platform A deep dive

Table of contents Demographics 3 Key readership facts 4 Time spent 7
By platform/total 9 Daily/weekly/monthly 11 Demographics Who are they? How newsbrands deliver results 29 Attention/ROI 30 Business effects 32 Multi-platform effectiveness 38 Time of day/need states 45 Why newsbrands are so effective 48 Context effect 49 Brand rub Summary

Demographics of total audience
Daily Weekly Monthly Adults 42% 21.6m 65% 33.1m 90% 47.5m 18-34 37% 5.1m 60% 8.4m 97% 13.8m 35-54 40% 6.7m 64% 10.6m 93% 15.9m 55+ 50% 9.3m 71% 13.2m 83% 15.7m ABC1 47% 13.3m 70% 19.7m 95% 27.3m C2DE 36% 8.3m 58% 13.4m 85% 20.2m 50% 50% Daily newsbrands: print/computer Weekly newsbrands: print/computer Monthly newsbrands: print/computer/mobile(smartphone & tablet) Source: NRS PADD Apr 2016 – Mar 17

That’s more than Google
Newsbrands reach 47.5 million adults in the UK That’s more than Google Newsbrands reach 47,492,000 people a month across all platforms Google.co.uk has a total monthly reach of 42,806,0000 people a month across all platforms Source: NRS PADD Apr 2016 – Mar 2017, comScore MMX Mar 2017

That’s just under 14 million 18-34s every month
Newsbrands reach 97% of all millennials That’s just under 14 million s every month 5.1m, 36% of all daily (print+pc) 8.4m, 56% of all weekly (print+pc) 13.8m, 97% of all monthly (print+pc+mobile) Source: NRS PADD Apr 2016 – Mar 2017

22 million 16.4 million More people read newsbrands daily than eat
a packet of crisps 22 million 16.4 million Packets of crisps eaten annually: 6 billion Packets of crisps eaten daily: 16,438,356 daily (print+pc): 21,594,000 Source: NRS PADD Apr 2016 – Mar 2017

Time spent reading newsbrands on the days people read
Readers spend a significant amount of time with their newsbrand of choice Time spent reading newsbrands on the days people read Source: IPA TouchPoints 2016 Source: IPA TouchPoints 2016

Readership

Newsbrands readership by platform
Source: NRS PADD Apr 2016 – Mar 2017

Newsbrands readership by platform
Newspapers 32.6 million Desktop 15.1 million Mobile 37 million Newsbrands 47.5 million Source: NRS PADD Apr 2016 – Mar 2017

Total multi-platform reach
% of all adults 47.5m 33.1m 21.6m 31% 56% 67% Source: NRS PADD Apr 2016 – Mar 2017

Daily multi-platform readership (000)
% increase with PC +9% +38% +6% Includes Sundays +23% +10% +51% +45% +27% +124% +11% +3% Source: NRS PADD Apr 2016 – Mar 2017

Weekly multi-platform readership (000)
% increase with PC +11% +21% +56% Includes Sundays +48% +19% +120% +163% +16% +89% +50% +10% Source: NRS PADD Apr 2016 – Mar 2017

% increase with digital
Monthly multi-platform readership (000) % increase with digital +243% Does include Sundays Digital: PC + Mobile Mobile: Smartphone + Tablet +392% +571% +512% +86% +199% +422% +150% +257% +55% +12% Source: NRS PADD Apr 2016 – Mar 2017

Multi-platform readership reach
By gender (millions) 92% 67% 45% 89% 60% 38% Doesn’t include Sunday titles Source: NRS PADD Apr 2016 – Mar 2017

Multi-platform readership reach
By age (millions) 80% 96% 91% 70% 98% 95% 87% 51% 62% 58% 63% 68% 56% 39% 35% 40% 46% 34% Source: NRS PADD Apr 2016 – Mar 2017

Who are they?

‘People have a duty to recycle’
Multi-platform readers are… BUSY 10m ‘In this day and age it’s important to juggle various tasks at the same time’ TRAVELLERS FASHION CONSCIOUS FOODIES GREEN 11m ‘People have a duty to recycle’ 8m ‘I enjoy planning holidays’ 7m ‘It’s important for me to be well dressed ’ 9m ‘I like to try out new recipes’ Multiplatform readers refers to readers who read across 2 devices a week at least Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through mobile devices in last 7 days Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through PC in last 7 days Multiplatform: Accessed newsbrands through mobile devices in last 7 days AND via PC in the last 7 days Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through mobile devices in last 7 days AND via PC in the last 7 days Source: TGI ClickStream Mobile 2017 Q2

Multi-platform newsbrand readers are more likely to be interested in financial advertising
Visited in the last 7 days: Facebook, Instagram, Twitter, TV, Radio, YouTube Ever watch TV Ever listen to the radio Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through mobile devices in last 7 days Source: TGI ClickStream Mobile 2017 Q2

They are also more likely to consult financial advisors
Visited in the last 7 days: Facebook, Instagram, Twitter, TV, Radio, YouTube Ever watch TV Ever listen to the radio Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through PC in last 7 days Source: TGI ClickStream Mobile 2017 Q2

They think that being well insured for everything is important too
Visited website(s) in the last 7 days Ever watch TV Ever listen to the radio Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through mobile devices in last 7 days Source: TGI ClickStream Mobile 2017 Q2

Multi-platform readers are ahead of the curve
‘I am usually the first amongst friends to know what’s going on’ Visited in the last 7 days: Facebook, Instagram, Twitter, TV, Radio, YouTube Ever watch TV Ever listen to the radio Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through mobile devices in last 7 days Source: TGI ClickStream Mobile 2017 Q2

Multi-platform readers are early adopters
‘I buy new products before most of my friends’ Visited in the last 7 days: Facebook, Instagram, Twitter, TV, Radio, YouTube Ever watch TV Ever listen to the radio Multiplatform: Accessed newsbrands through mobile devices in last 7 days AND via PC in the last 7 days Source: TGI ClickStream Mobile 2017 Q2

Multi-platform newsbrand readers tend to go for premium rather than standard goods/services

They think it's worth paying extra for quality goods

Especially for good quality beer and wine
‘It's worth paying extra for good quality beer/ It's worth paying extra for good quality wine’ Visited in the last 7 days: Facebook, Instagram, Twitter, TV, Radio, YouTube Ever watch TV Ever listen to the radio Multiplatform: Read newspaper(s) in the last 7 days AND accessed newsbrands through mobile devices in last 7 days Source: TGI ClickStream Mobile 2017 Q2

Multi-platform readers use the internet as their primary source of information
Visited in the last 7 days: Facebook, Instagram, Twitter, TV, Radio, YouTube Ever watch TV Ever listen to the radio Multiplatform: Accessed newsbrands through mobile devices in last 7 days AND via PC in the last 7 days Source: TGI ClickStream Mobile 2017 Q2

They are more likely to feel lost without their mobile phone
Visited in the last 7 days: Facebook, Instagram, Twitter, TV, Radio, YouTube Ever watch TV Ever listen to the radio Multiplatform: Accessed newsbrands through mobile devices in last 7 days AND via PC in the last 7 days Source: TGI ClickStream Mobile 2017 Q2

How newsbrands deliver results

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

BOOSTS ROI BY TIMES TO YOUR CAMPAIGN ADDING NEWSPAPERS
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 increases effectiveness by three times Adding newspapers to a FMCG campaign increases effectiveness by +20% TIMES ON AVERAGE Using digital newsbrands boosts print ROI by up to five times Newspapers make TV twice as effective and online display four times more effective Source: Benchmarketing/BrandScience Results Vault, 2011 to 2015

Campaigns using newsbrands are 36% more likely to deliver profit
Multi-platform newsbrands are delivering widespread business effects for brands Campaigns using newsbrands are 43% more likely to deliver market share growth Campaigns using newsbrands are more than twice as likely to deliver a reduction in price sensitivity Campaigns using newsbrands are more than twice as likely to deliver an increase in customer loyalty UK newsbrands are a powerful weapon in the battle against short-termism, because they deliver growth in very large business effects that are vital to long-term brand success. It’s not just about immediate sales at any cost. Campaigns that use newsbrands are significantly more likely to drive sustainable share growth, attracting new customers but also increasing loyalty among existing customers. They reduce price sensitivity and therefore reduce the need to rely on short-term cost-cutting promotions. This means bigger profits. One of the key contributors to short-termism has been the rise of digital, with its instant numbers and real-time trackability. But not all digital is equal. Digital newsbrands work differently – they provide the right context to drive the same powerful business effects as print does. We know from Lumen eye-tracking research that newsbrand sites attract more in-depth attention, with double the viewing time per page than non-newsbrand sites, which in turn gives 60% higher viewable time for ads and an average dwell time per ad that is 30% higher. This quality, high attention context provides a favourable environment for delivering longer-term business effects as well as sales. What’s more, UK newsbrands have a unique advantage – both print and digital platforms perform very well in delivering these important business effects, but the combination of print and digital formats provides advertisers with a very strong multiplier effect. Campaigns using newsbrands are 36% more likely to deliver profit Campaigns using newsbrands are 85% more likely to drive customer acquisition Source: IPA Databank UK case studies (52% of all cases)

Multi-platform newsbrands boost the effectiveness of other media
Newsbrands make TV 54% more effective Newsbrands make online video 50% more effective The updated analysis shows very clearly that newsbrands are a highly effective multiplier for other media. Not only do they drive effects such as share growth, penetration and profit in their own right, but they also make other media in the schedule perform more effectively. This is seen both with “Legacy” media such as TV, where newsbrands increase business effectiveness by 54% and with key digital media. Once again, having the quality environment of newsbrands in the mix makes other digital media work harder. There are several potential reasons for this, which we will continue to explore. But we already have strong evidence that longer attention times (Lumen eye-tracking, MOAT for WMG) plus the impact on brand perceptions of the trusted newsbrand context (The company you keep research), might prime people to respond more positively to seeing the advertising in social media, other online display etc Newsbrands make online display 24% more effective Newsbrands make social media twice as effective Source: IPA Databank UK case studies (52% of all cases)

There is a significant context effect from using digital newsbrands
Adding online display to TV increases business effectiveness by 17% + Adding digital newsbrands increases the multiplier effect by 60% + A really powerful example of the strength and difference of digital newsbrands is the impact they have in combination with TV advertising. When TV is coupled with online display on sites that are non-newsbrands the impact on business effects is much smaller than when digital newsbrands are included in the online mix. Given the issues surrounding programmatic and algorithms, there is a strong brand health case for being much more selective in digital media. This IPA databank analysis suggests that there is also a very strong business case. Source: IPA Databank UK case studies (52% of all cases)

Two are better than one, there is a significant multiplier effect from using print and digital in combination There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures. This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform. Source: IPA Databank UK case studies (52% of all cases)

And the multiplier effect is getting stronger Two newsbrand platforms
The multiplier effect is also growing. Just looking at the last two effectiveness awards, we can see that using both print and digital more than doubles the uplift in business effects compared with campaigns who don’t use newsbrands at all. Two newsbrand platforms Source: IPA Databank UK case studies (52% of all cases)

Campaigns that use multi-platform newsbrands are more effective
There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures. This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform. Source: IPA Databank UK case studies (52% of all cases)

Even more effective brand building Effective brand building
+17% Combining print with digital creates a 3.4 times multiplier effect Effective brand building Average uplift across brand health measures +5% Across the five campaigns, we found that print newspapers increased brand health measures by 5%. There is also consistent evidence that exposure to print advertising primes readers to respond more positively to digital advertising. Print plus one other digital newsbrand platform increased brand health measures by an average of 17%. It is not simply the effect of being exposed twice rather than just once – the uplift is almost 3 ½ times higher and is only seen when one of the exposures is print Print Print + digital Source: The multi-platform study, 2016

The multiplier effect is dependent on print being in the mix
v +5% The multiplier effect is dependent on print being in the mix Print +17% Average uplift across brand health measures Print + digital +3% Exposure to ads in digital newsbrands also has an impact on brand health – on average 3% for each digital platform on its own. However, there is no evidence that exposure on multiple digital platforms has a multiplier effect – consistently we find that print is needed to kick-start this process. Multiple digital Source: The multi-platform study, 2016

Using multiple newsbrand platforms has a greater impact on brand-building versus single platforms
+ + + • Salience +60% • Salience +52% • Salience +27% • Innovative +34% • Worth paying extra for +43% • Awareness +26% • Awareness +31% • Quality +31% • Quality +24% Each print and digital combination builds slightly different brand strengths – although the powerful influence of print can be seen in all dual platform combinations with the strong impact on brand salience and spontaneous awareness. Tablet is really interesting – on its own, it primarily affects brand quality perceptions – but in combination with print, it is the most powerful multiplier. Print plus smartphone has the lowest multiplier effect on brand building measures – but that’s not really surprising as smartphone’s role is more suited to activation • Awareness +31% • Trustworthy +19% • Trustworthy +30% Source: The multi-platform study, 2016

Coverage builds across newsbrand platforms
Computer only campaign 34.4m Print only campaign 34.5m Mobile only campaign 38m Mobile + computer 38.8m Print + computer 45.8m Print + mobile 46.9m Print + computer + mobile campaign Coverage builds across newsbrand platforms Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16 First we need to look at the numbers of readers that a campaign running on different newsbrand platforms will reach in a month. These are the latest NRS PADD figures. We can’t split out tablet and smartphone on NRS, so we will refer to them both as mobile. A computer only campaign will reach 15.6million readers, and a campaign that runs across print, computer and mobile will reach just under 47 million readers in a month. Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

Newsbrand readership by platform
Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ’16 Then we need to look at how many people read on more than one platform. This shows how platforms overlap. For example, 8.9million people are only reading print – so cannot be affected by the multiplier effect. Whereas 14.3 million are reading on mobile as well as in print – and a further 8.8 million are reading on all platforms – so these would all be affected, to a greater or lesser degree, by the newsbrand multiplier effect. Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

Campaign impact on brand health measures by platform
+21% +4% +3% +11% +5% 2.4m 8.8m 3.4m 1.1m 8.1m 14.3m 8.9m NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ’16 We can model the brand uplift effects for each of the readership segments. Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

Campaign impact ready reckoner
Average uplift across brand health measures among total newsbrand audience as each platform is added: +1.2% +3.7% +2.2% +2.7% +7.8% +7.4% +10.1% 33% 73% 74% 81% 83% 98% 100% 15.6m 34.4m 34.5m 38m 38.8m 45.8m 46.9m Our ready reckoner then puts audience size, multi-platform readership patterns and impact on brand health measures together, to show the projected uplift among the total newsbrand audience for campaigns on each of the platforms and platform combinations. Newsbrand readers represent about 90% of all adults. As we can see here, a print only campaign will reach 73% of the audience – and among these readers the average impact on brand health measures will be 5%. But not everybody in the newsbrand audience reads print, so the overall impact will be an uplift of 3.7%. By adding computer and mobile, a campaign will reach 100% of readers and also benefit from the multiplier effect – so brand health measures are anticipated to increase by just over 10%. Computer only campaign Print only campaign Mobile only campaign Mobile + computer campaign Print + computer campaign Print + mobile campaign Print + computer + mobile campaign Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

People can be targeted at different points throughout the day
Source: IPA TouchPoints 6

People consume news to fulfil various need states
Relaxing/ me-time Feeling uplifted Being in the know Fuelling conversation Passing the time Ritual & routine People consume news to fulfil various need states, from passing the time to being in the know Source: Newsworks, Truly Madly Deeply, 2014

Weekdays Platforms Need state Morning Daytime Early evening
Late evening Weekdays Platforms Starting with print, we can see it has a strong peak in the morning, with a second one during the day, before tailing off. PC has a pronounced lunchtime peak, as office workers access newsbrands on their lunch break. Then mobile takes over in the early-to-late evening, during the return commute and at home. If we introduce the need we can begin to understand these patters further: In the morning, print is part of the ritual & routine. A commuter buying a paper before they board a train, or picking up a copy of the metro. They want to be in the know about the main headlines & big stories, which will also provide conversational fuel for the day ahead. During the day, being in the know is still important, perhaps as readers follow the headlines they read that morning. However, this surge in PC is also due to a need to pass the time: to read anything of interest during their lunch hour. In the early evening, being in the know is still there. As well as passing the time, relaxation begins to build up, as people commute or reach home. The late evening relaxation peaks, as people unwind infront of the TV, or have a last read before bed. What is interesting is how both in the early & late evening, people describe their news access as part of their ritual. So while relatively new, smartphone & tablets have already formed part of the routine. Need state Source: Newsworks, Truly Madly Deeply, 2014

Why newsbrands are so effective

Personal identification
Regular newsbrand readers have a strong connection to newsbrands Engagement Trust Personal identification Newsbrand readers have very high levels of emotional engagement with their chosen newsbrand and attention levels are high – and that relationship is constantly being reinforced due to the frequency of reading. In the attention deficit age, could we measure the impact of highly focussed attention? There are high levels of trust in the newsbrand they favour. The context in which the ads are seen is one that readers personally identify with, and that makes them feel part of a like-minded community – they see themselves as Mirror readers, or Guardian readers or Telegraph readers, for example. Readers seem very aware that placement of ads in newsbrands imbues those ads with certain values. Brand context effect The more engaged the reader the stronger the effect Source: Newsworks, The company you keep, 2015

Regular newsbrand readers vs. non-readers
People react positively to ads in the familiar context of their favoured online newsbrands Brand love Buzz Consideration Results averaged to create 3 key metrics: Brand love is a composite of 3 engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them. Buzz shows how much people think the brands are talked about. Consideration measures intent to purchase the next time people are in the market. +12% +15% +25% Regular newsbrand readers vs. non-readers Source: Newsworks, The company you keep, 2015

Brand values transfer from newsbrands to advertiser
Trustworthy 42% +19% 52% +10% 57% +18% 61% Fun Intelligent Our final chart concerns how these uplifts in brand image appear to transfer from the newsbrand to the advertised brand; in other words, the ‘brand rub’ effect. For example, amongst those newsbrand readers who feel their newsbrand is ‘trustworthy’, there was 10% uplift in those thinking the advertiser brand was ‘trustworthy’. The same is true for all of the other dimensions we tested, with ‘relevant to me’ having a particularly strong uplift in ‘brand rub’ towards the advertised brands. This is all connected to the sense that advertising in their favourite newsbrands automatically bestows things like relevance and trust and quality on those advertising with them. As these readers will testify… Relevant to me Improvement among readers who feel the same value applies to their newsbrand Agree with advertiser brand values Source: Newsworks, Truly Madly Deeply, 2014

Newsbrands infer relevance and a sense of ‘rightness’ onto brands…
85% of people say that seeing a brand or product in their newsbrand "gives me more confidence that it's right for me" Source: Newsworks, How people buy, 2015

Summary NEWS Newsbrands reach 1 in 3 millennials every day
Newsbrand readers are ahead of the curve, care about quality and are into technology Combining newsbrand platforms creates a 3x multiplier effect across brand measures and deliver widespread business effects for brands Newsbrands command high levels of attention. People feel a strong connection to newsbrands which leads to a brand context effect – reacting positively to ads in the context of their favoured newsbrand NEWS

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