1. Skoda Creative Benchmarking May 2011

2. About Newspaper Creative Benchmarking

3. Newspaper Creative Benchmarking Methodology Dedicated methodology, designed to –Measure the effectiveness of newspaper creative –Provide an understanding how to use the newspaper medium more effectively 330 ads tested to date as at March 2011 Commissioned by The Newspaper Works Conducted online by Ipsos Media CT 100+ observations per ad Ads presented in situ on the newspaper page, then full screen Results benchmarked to All Newspaper norm and/or category averages 3 The Newspaper Works’ effectiveness partner:

4. Automotive benchmarking 55 automotive ads tested to date as at March 2011 –30 ads in automotive study –25 ads in monthly benchmarking 5,500+ ad observations in total Ads selected by The Newspaper Works Skew towards manufacturer ads so Automotive Average is not a true norm Automotive study conducted June – September 2009 Monthly benchmarking ads tested between 2008-2011 4 The Newspaper Works’ effectiveness partner:

5. Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension * Brand Equity Impact Role Map Action Map * Newspaper Creative Diagnostics Automotive Ad Diagnostics Newspaper Creative Benchmarking Measures See Appendix for more detail * Available for ads tested since March 2010 Recognised industry measures

6. The Automotive Average vs the All Newspaper Norm

7. Top Line Measures 7 All Newspaper Norm Automotive Average Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative

8. Brand Equity Impact How the ad influenced perceptions of the brand 8 Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles. All Newspaper Norm Automotive Average

9. 9 Role Map demonstrates how people respond to and interpret newspaper ads The automotive ads tested show a skew towards Affinity and Reappraisal.

10. 10 All Newspaper Norm Automotive Average Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature NEGATIVE POSITIVE

11. Skoda Results

12. 12 Enjoy your environment Sydney All Adults 16+, n=100 HP Tested: August 2008 Sand Car Brisbane Prospective & recent car buyers,n=97 HP Tested: June 2009

13. Top line measures 13 Environment: despite being down on recognition is on par with interest Sand: delivers the highest recognition of any ad in the Auto survey. Arguably, this isn’t translating into linkage and interest scores. All NP Norm Auto Average Environment* Sand Significant up or down vs Automotive norm at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research Caution: Small sample size. * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

14. Brand equity impact: How the ad influenced perceptions of the brand 14 Overall good results with both executions adding to the overall Skoda equity Both executions statistically higher than the norm for difference Auto Norm Significant up or down vs Automotive norm at 90% C.I Environment* Sand * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

15. 15 Sand is seen as an exciting Ad but understandably doesn't score as high for lifestyle Environment not measured against these measures. Newspaper Auto diagnostics Auto Average Significant up or down vs Automotive norm at 90% C.I Sand

16. Emotional connection: Skoda An overall measure of how the ad engages on an emotional level 16 Overall, emotional connection for Sand is at or above Average. Environment not measured against this measure. Significant up or down vs Automotive norm at 90% C.I The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: Makes it look like a car you’d be proud to own It’s an exciting car ad Helps me see what kind of lifestyle the car could open up for me I can see myself driving that car Auto Norm Sand

17. Volvo’s ‘Protection’ performance on key consumer measures. 17 - 0.8x higher (see myself driving the car ) +2.0x higher (an exciting car ad)

18. 18 All NP Norm Auto Average Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad Whilst both score well visually, Sand is significantly eye catching but is surprisingly significantly down on ease and takeout. Environment* Sand * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

19. Interesting and different ads act as a catalyst for emotional engagement 19 Significant up or down vs Automotive norm at 90% C.I Creative delivered results that are on or above norms for interest and different. Sand continues to outscore the survey pool. Our research suggests that high interest and difference scores are also correlated to great emotional connection Min Survey Score = 22 NP Norm = 34 Auto Norm = 33 Max Survey Score 60 Min Survey Score = 13 NP Norm = 25 Auto Average = 20 Max Survey Score 64 =34=37 =34 =45

20. 20 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Norm Sand delivering strong emotion connection as witnessed by high Affinity and Reappraisal scores together with a top3 campaign linkage score within the survey. Significant up or down vs Automotive norm at 90% C.I Environment* Sand * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers

21. 21 Comparison: vs Citroen All NP Norm Auto Average Citroen delivering better on information despite much less copy. Arguably Citroen has marginally more emotional engagement with higher Affinity and Reappraisal Environment* Citroen * Sample: All 16+ rather than Prospective & Recent car * Sample: All 16+ rather than Prospective & Recent car purchasers Comparison made as both creative’s are based on the expansive roof / interior

22. Best performing ads on Role Map from Automotive survey 22 3.3x Higher than average 2.9x Higher than average 2.3x Higher than average 2.1x Higher than average 8.0x Higher than average 2.4x Higher than average

23. The Affinity comparison 23 As at March 2011 (updated monthly). 55 automotive ads tested to date. The highest scoring ads on Affinity feature vibrant visuals.

24. The Reappraisal comparison 24 As at March 2011 (updated monthly). 55 automotive ads tested to date. The three highest scoring ads on Reappraisal featured environmental messages.

25. The Information comparison 25 As at March 2011 (updated monthly). 55 automotive ads tested to date. Clear communication of features and model range can both result in strong Information scores.

26. The Call to Action comparison 26 As at March 2011 (updated monthly). 55 automotive ads tested to date. A strong call to action can result from emotive advertising or communication of product features as well as retail advertising.

27. The Public Agenda comparison 27 As at March 2011 (updated monthly). 55 automotive ads tested to date. Ads scoring highly on public agenda feature environmental and/or safety messages.

28. The Extension comparison 28 As at March 2011 (updated monthly). 55 automotive ads tested to date. High scoring extension ads reveal a range of ways in which newspaper creative can link to TV activity.

29. More on how newspapers and TV can work harder together 29

30. 3 ads that work well with TV 30 Hybrid Camry Sydney All adults 16+ FPC Tested: March 2010 Fiesta Sydney All adults 16+ FPC Tested: July 2010 Skoda Brisbane Prospective & recent car buyers HP Tested: June 2009

31. 31 Role Map demonstrates how people respond and interpret newspaper ads All NP Norm Auto Average Delivering strong emotional connection as witnessed by high Affinity and Reappraisal scores together with a top 4 campaign linkage score within the survey. Significant up or down vs Automotive norm at 90% C.I

32. 32 Role Map demonstrates how people respond and interpret newspaper ads *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers All NP Norm Auto Average A heavy multichannel campaign. Newspapers linking strongly with television to drive affinity, public agenda and call to action. Camry Significant up or down vs Automotive norm at 90% C.I

33. 33 Role Map demonstrates how people respond and interpret newspaper ads Fiesta* *Sample: All 16+ rather than Prospective & Recent car *Sample: All 16+ rather than Prospective & Recent car purchasers All NP Norm Auto Average A very powerful ad: Emotional connection demonstrated by significant out-performance of auto and NP norms across every measure Significant up or down vs Automotive norm at 90% C.I