1. The IPA databank study Business effectiveness
Analysis of IPA effectiveness case studies
2012 and 2014

2. Campaigns that use print newsbrands deliver stronger business effects
Newsworks wanted the answers to 3 key questions:
1. How effective are campaigns that use newsbrands compared with those that do not?
2. How effective are campaigns that use multi-platform newsbrands compared with those using just one platform?
3. What impact do newsbrands have on the effectiveness of other media?
Peter Field analysed 2012 and 2014 cases from the IPA databank. In total, 76 cases were included, split between users and non-users of newsbrands. Analysis focused on business effects – only very large business effects are included. (see Methodology charts for a fuller explanation of analysis)
Peter Field’s analysis clearly showed that newsbrands have an impact on the business effectiveness of campaigns.
Including print newspapers in the media mix has a multiplier effect of 1.36 – in other words, newspapers improve the business effectiveness of campaigns by 36%.
For larger brands (who tend to spend more), print newsbrands improve campaign effectiveness by 57% (40 cases analysed)
For longer term campaigns (which tend to be more effective than short-term campaigns), adding print newsbrands boosts effectiveness by 62%. (25 cases analysed)
Print newsbrands
+36%
Uplift in business effects vs non-users
Source: IPA databank case studies 2012 and 2014

3. Uplift in business effects vs non-users
Campaigns that include multi-platform newsbrands deliver even stronger business effects
NEWS
Newsworks wanted the answers to 3 key questions:
1. How effective are campaigns that use newsbrands compared with those that do not?
2. How effective are campaigns that use multi-platform newsbrands compared with those using just one platform?
3. What impact do newsbrands have on the effectiveness of other media?
Peter Field analysed 2012 and 2014 cases from the IPA databank. In total, 76 cases were included, split between users and non-users of newsbrands. Analysis focused on business effects – only very large business effects are included. (see Methodology charts for a fuller explanation of analysis)
Peter Field’s analysis clearly showed that newsbrands have an impact on the business effectiveness of campaigns.
The biggest business effects are when BOTH print and digital newsbrands are used in campaigns – compared with campaigns that used either one or neither, the effect of adding multi-platform newsbrands is to increase business effects by 58%.
Where both print and digital newsbrands are included in campaigns, there is a positive improvement in business effectiveness across all business measures: sales, market share, price sensitivity, loyalty, customer acquisition and profit.
In particular, the inclusion of newsbrands in the media mix has a large effect on acquiring new customers, generating very high levels of profitability and having a substantial impact on market share. Sometimes we see that specific business objectives are achieved at the expense of other business results, for example price reductions to drive sales and market share can affect profitability. Multi-platform newsbrands deliver widespread benefits without these downsides - and that matters in the long term
Print newsbrands
Online newsbrands
+58%
Uplift in business effects vs non-users
Source: IPA databank case studies 2012 and 2014

4. Newsbrands boost the business effectiveness of TV
Newsworks wanted the answers to 3 key questions:
1. How effective are campaigns that use newsbrands compared with those that do not?
2. How effective are campaigns that use multi-platform newsbrands compared with those using just one platform?
3. What impact do newsbrands have on the effectiveness of other media?
Peter Field analysed 2012 and 2014 cases from the IPA databank. In total, 76 cases were included, split between users and non-users of newsbrands. Analysis focused on business effects – only very large business effects are included. (see Methodology charts for a fuller explanation of analysis)
Peter Field’s analysis clearly showed that newsbrands have an impact on the business effectiveness of campaigns.
Newsbrands also improve the business effectiveness of other media.
Looking at TV:
Multi-platform newsbrands supercharge TV business effectiveness by 65%.
Print is an important component, boosting TV effectiveness by 44%.
And there is evidence that not all online properties are equal. There is definitely a multiplier effect from adding online to TV, but the size of the effect depends on which sites are used.
When digital newsbrands are included in a TV + online campaign, business effectiveness goes up by a pretty impressive 59% compared with TV with no online. When there are no digital newsbrands but only other online display media used alongside TV, the increase is only 16%. TV
Print newsbrands
Online newsbrands
+65%
vs TV with no newsbrands
Source: IPA databank case studies 2012 and 2014

5. Newsbrands boost the business effectiveness of other digital media
Newsworks wanted the answers to 3 key questions:
1. How effective are campaigns that use newsbrands compared with those that do not?
2. How effective are campaigns that use multi-platform newsbrands compared with those using just one platform?
3. What impact do newsbrands have on the effectiveness of other media?
Peter Field analysed 2012 and 2014 cases from the IPA databank. In total, 76 cases were included, split between users and non-users of newsbrands. Analysis focused on business effects – only very large business effects are included. (see Methodology charts for a fuller explanation of analysis)
Peter Field’s analysis clearly showed that newsbrands have an impact on the business effectiveness of campaigns, with the strongest effects coming from adding multi-platform newsbrands. They also enhance the effectiveness of other media.
Multi-platform newsbrands supercharge TV business effectiveness by 65%. Print is an important component, boosting TV effectiveness by 44%.
Peter Field also looked at how newsbrands increase the effectiveness of online display and social media.
There are effects for both print and digital newsbrands separately – but the largest increase is seen when multi-platform newsbrands are included.
Online display is enhanced by 53% when print and online newsbrands are added.
There is also further evidence that not all online properties are equal. When we look at TV + online campaigns, the size of the effect from adding online depends on which sites are used.
When digital newsbrands are included in a TV + online campaign, business effectiveness goes up by a pretty impressive 59% compared with TV with no online. When there are no digital newsbrands but only other online display media used alongside TV, the increase is only 16%.
And the affinity between newsbrands and social media is underlined by the size of the multiplier effect – multi-platform newsbrands boost social media by 118%.
Online display
Print newsbrands
Online newsbrands
Social media
Print newsbrands
Online newsbrands
+53%
vs online display with no newsbrands
+118%
vs social media with no newsbrands
Source: IPA databank case studies 2012 and 2014