1. The business case for newspaper advertising A part of the media mix Finance / Motors / Food / Drink / Pharmaceuticals / Cosmetics & Toiletries / Petcare / Household Utilities

2. Pg 2 E.ON Headline Results E.ON used newspapers to drive reputation and spark debate. Newspapers played a pivotal role: – As the lead medium in the successful 2009 campaign launch – As a hugely effective and cost-efficient medium in the 2010 multimedia campaign. Why newspapers for E.ON? Newspapers provided the perfect context to spark a national conversation about energy issues, allowing E.ON to reach millions of readers and to target key opinion formers. Newspapers punch above their weight Newspapers deliver large brand shifts, cost-effectively For the summer 2010 campaign, newspapers’ contribution to brand health uplifts was greater than share of spend Newspapers accounted for 21% of ad spend. – Among non-customers… they delivered 31% of campaign uplift (48% more cost-effective than share of ad spend) – Among customers… they delivered 27% of campaign uplift (29% more cost-effective than share of ad spend) Newspapers + TV partnership most powerful multimedia synergy Newspaper/TV combination delivered half of campaign brand health uplift among customers Newspapers + TV boosted customer recommendation by 7%. Newspapers more effective than radio in enhancing performance of TV The E.ON TV ad worked harder and was more engaging when seen alongside newspapers. 48% more cost-effective among non-customers 29% more cost-effective among customers

3. Pg 3 E.ON: The Findings

4. Pg 4 12,000 Online newspapers drive web traffic 2009 campaign

5. Pg 5 Newspapers boost top-of-mind awareness for launch campaign Spontaneous awareness – First mentions Pre to post % points increase Top 2 Box % Opinion Formers +6 pts+4 pts+9 pts+10 pts 2009 campaign

6. Pg 6 Significant increase in brand knowledge Brand knowledge Pre to post % points increase Top 2 Box % Opinion Formers +3 pts+5 pts+6 pts 2009 campaign

7. Pg 7 Emotional identification enhanced Brand involvement Pre to post % points increase Top 2 Box % Opinion Formers +4 pts+13 pts+10 pts+13 pts+1 pts 2009 campaign

8. Pg 8 Newspapers increase buying intention among opinion formers Brand commitment – Likelihood to choose Pre to post % points increase Top 2 Box % Opinion Formers +10 pts+8 pts 2009 campaign

9. Pg 9 Powerful newspaper ads enhanced further by radio Response to Newspaper ads % agreeing 51 41 45 69 51 38 Millward Brown Norm 2009 campaign

10. Pg 10 Newspaper and radio drive re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 2009 campaign

11. Pg 11 2010 campaign drove high customer response 150,000 2010 campaign

12. Pg 12 Newspapers only medium to punch above its weight among current & non-customers Contribution to overall uplift in E.ON brand measures v. cost of media E.ON customers % 3.8% uplift Total uplift in brand measures driven by media activity 2010 campaign

13. Pg 13 4.8% uplift Total uplift in brand measures driven by media activity Newspapers only medium to punch above its weight among current & non-customers Contribution to overall uplift in E.ON brand measures v. cost of media Non-customers % 2010 campaign

14. Pg 14 Newspapers deliver large uplifts cost-effectively Cost efficiency v. Absolute uplift E.ON customers TV Transport Radio Newspapers Online (inc. NP sites) AB CD Cost of 1% uplift Magnitude Of uplift 2010 campaign

15. Pg 15 Newspapers & online (inc. NP sites) most cost-efficient for building brand health among customers Cost of 1% uplift across E.ON brand measures E.ON customers £000s No uplift 2010 campaign

16. Pg 16 All media contributed in some way to build brand health uplifts among non-customers Contribution to change in brand metric % per medium TVNewspapersTransport Online (inc NP) RadioMagazines Familiarity67%22%11% Consideration100% Involvement42%12%15%30% Recommendation100% Momentum33% Brand Image20%28%30%75%15% 2010 campaign

17. Pg 17 Newspapers more cost-effective than TV among non-customers Cost of 1% uplift across E.ON brand measures Non-customers £000s Caution Low spend 2010 campaign

18. Pg 18 TV + Newspapers partnership deliver greatest campaign uplifts Campaign brand uplift* E.ON customers % point 0.1 2.1 2.0 Contribution of Individual Media Contribution of Multimedia Synergies Net effect inc. synergies 2010 campaign

19. Pg 19 TV + Newspapers partnership deliver greatest campaign uplifts Campaign brand uplift Non customers % point 1.1 2.1 Contribution of Individual Media Contribution of Multimedia Synergies 0.9 Net effect inc. synergies 2010 campaign

20. Pg 20 TV plus newspapers increase customer advocacy Uplifts in brand recommendation E.ON customers % point 7.0% pt uplift Uplift in brand recommendation 2010 campaign

21. Pg 21 Multimedia effect boosts brand momentum Uplifts in brand momentum % point 9.1% pt uplift E.ON customers 8.8% pt uplift Non-customers 2010 campaign

22. Pg 22 Newspapers enhance TV performance more than radio Response to TV ad % agreeing +10 +13 +11 +8 +3 +4 +3 43 59 49 44 + effect of NP + effect of R MB TV Norm 2010 campaign

23. Pg 23 TV involvement diagnostics Norm: 698 TV ads Recognise NP TV + NP TV + RD Newspapers boost TV ad engagement more than radio 2010 campaign

24. Pg 24 Newspapers deliver emotional impact Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % 2010 campaign

25. Pg 25 Newspapers prompt 18% higher call to action Advertising measures – Call to action Gives me a reason to go out and choose Top 2 Box % 2010 campaign

26. Pg 26 Multiple newspaper executions make campaigns work even harder Advertising measures – Call to action Gives me a reason to go out and choose Top 2 Box % 2009 campaign