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Newspaper Creative
Benchmark Report
Nicorette
October 2011
It’s a component of the Newspaper Effectiveness Metric which is run by the
newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
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To measure and identify the effectiveness of newspaper creative
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To help improve understanding of how to use newspapers effectively
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To improve the understanding of the roles newspaper advertising can play
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To improve the standard of newspaper creative
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To provide a consistent metric that is accepted as the industry standard
Comparison of creative
against category averages
Pre/post effectiveness
studies, measuring in-market
effects and how newspaper
work with Television
The Newspaper Works’ effectiveness partner:
Comprehensive analysis
of how newspapers can
best be used to influence
purchase behaviour
Recognised industry measures
+
Newspaper measures
Ad Recognition
Brand Linkage
Message Comprehension
Brand Equity Impact
Role Map
Action Map
Newspaper Creative Diagnostics
Proprietary newspaper
measures
The Newspaper Works’ effectiveness partner:
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Ad Appearance: Daily Telegraph, October 5th
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This ad was one of three shown to respondents
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Sample: Australians 16+
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Sample size: 119
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Test market: Melbourne
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Fieldwork: 14th-21st October 2010
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norm (see appendix for
details)
Branded Newspaper
Benchmarks
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
The results for Creative Diagnostics all meet or exceed positive Norms, achieving strong
scores for ‘Looks good’ and ‘Catches my eye’
Branding removed
Newspaper Norm
Caution: very low sample sizes for brand linkage
n=6
The scores on Top Line Measures are likely to be a reflection of the
timing and weight of the campaign, at the time of research.
Significantly different to Retail
Average at 90% c.l.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+19
Newspaper Norm
Significantly different to Retail
Average at 90% c.l.
The ad generated significant levels of increased familiarity and
understanding, which was reflected in verbatims. The ad also
performed well at generating differentiation from competitive brands.
55% of respondents were generally correct in
their comprehension of the ad’s key message
(Better taste etc) while a further 34% recognised
the ad for the purpose of the product.
What did the respondents say about the
full page ad?
Others prefer the
taste - maybe I will
too
Not relevant to me (self identified non-smokers)
Mint taste is an improvement
Fresh and colourful
It is eye-catching and I like the
"icy fresh" suggestions about the
mint flavoured gum.
I hope it's true because
when I was quitting the
taste wasn't that great
It was very detailed and
colourful. It caught my
attention.
The colours were fresh
indicating that the gum
would have a fresh taste
Could help my son
Looks good but I don't
smoke so probably
wouldn't read to much
about it
The main message ("STOP SMOKING, you
nitwit!") is a bit overshadowed by sidelines
like it being sugarless and having a mint
taste.
The Word Cloud
demonstrates
respondents picking
up on concepts like
‘breath’, ‘fresh’ and
even ‘attractive’
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
The ad has achieved significantly high scores for both Affinity and as we might expect,
Public Agenda. The scores for Information and Reappraisal are also very good results.
Newspaper Norm
Significantly
different to
Retail Average
at 90% c.l.
% scores
Given our sample is broad (P16+) and not specifically smokers, it’s encouraging to see
strong ActionMap results for ‘Remember for Later’ (tied to the strong Affinity results), good
results for ‘Tell Friends or Family’ as well as ‘Web Search’
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Creatively, the ad is viewed in a significantly positive light, and it achieves high scores ‘Looks
good’ and ‘Highlights an important feature
Significantly high scores are achieved for generating ‘Understanding/familiarity’
And achieved better than average scores for ‘Differentiation’
The ad also achieved significantly high scores for driving
• Affinity
• Public Agenda
And achieved very high scores for
• Information
• Call to Action
Our test sample is quite broad and we suspect that has we been able to narrow the sample to
smokers only, the scores achieved would likely have been amplified.
Comparison with
other ads
Three different approaches to
tackling smoking cessation
October 2011
Feb 2010
April 2011
Wanting to quit is the easy part
Newspaper Norm
We see all three of these ads performing strongly against Public Agenda. The ‘Roo’ ad from
Nicabate used a ‘double whammy’ of using a Topical strategy to generate strong interest. The
‘Stop Smoking, Start Repairing’ ad from the Government, was well received as being practical
and useful Information, rather than scare tactics.
Personal, versus the public good
October 2011
March 2010
August 2011
Strong Affinity results go hand in hand with
strong Call to Action for Food.
Newspaper Norm
The Government ad ‘Healthy Measures’ did a great job at generating Reappraisal, by delivering
Information relevant to the Public Agenda (and creating a Call to Action). The ad for ARCBS achieved
strong levels of Affinity and Reappraisal and is literally off the charts at generating a strong response
for Public Agenda.
Top Performers on
Rolemap
6.2x
5x
2.4x
2.9x
8.0x
3.8x
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
Higher than
norm
All newspaper norm. October 2011 (Updated monthly)
• Established in 2006 by the major Australian newspaper publishers:
– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:
– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a
transforming media landscape
Creation of All Newspaper norms
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Testing of randomly selected newspaper display ads
5,100 ad observations in total
40 test ads, 100+ observations per ad
Population representative sample of the five mainland state capitals
Conducted online by Ipsos Media CT, July-August 2008
Sample size 1,737
Newspapers are a powerful medium
to utilise across a broad range of
strategic roles.
Six strategic advertising roles have
been validated both qualitatively
and quantitatively, resulting in the
creation of Role Map, one of two
proprietary newspaper metrics.
Role Map demonstrates how
consumers connect with newspaper
advertising across the six roles,
comparing the performance of
creative against a footprint of all ads
tested.
Statements are tailored to be appropriate to the
advertising category.
Retail average
Newspapers are recognised as
an effective medium for
delivering a Call to Action.
Action Map, the third
proprietary newspaper metric,
expands on this strategic role to
provide an understanding of the
types of action a newspaper ad
inspires.
Measured via forced exposure,
people are asked about the
actions they would consider
taking (or have taken) as a result
of seeing the ad.
New measure introduced in March 2010, norm
not yet available.
Another proprietary newspaper
metric provides a set of creative
diagnostics unique to the
attributes of newspaper
advertising. They’ve been
developed to help identify
areas for improvement where
results across other brand and
advertising measures may
require further analysis and
interrogation.
Statements are tailored to be appropriate to the advertising category.
Retail average