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Newspaper Creative
Benchmark Report
Channel Ten
February 2012
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;
•
To measure and identify the effectiveness of newspaper creative
•
To help improve understanding of how to use newspapers effectively
•
To improve the understanding of the roles newspaper advertising can play
•
To improve the standard of newspaper creative
•
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:
•
This ad was one of three shown to respondents
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Sample: Australians 16+
•
Sample size: 99
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Test market: Sydney
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Fieldwork: 5th-12th February 2012
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Conducted online by Ipsos MediaCT
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Benchmarks used: Newspaper Norms
(see appendix for details)
Branded Newspaper
Benchmarks
Newspaper Norm
This ad has achieved mostly positive results from Creative Diagnostics, with the highest
results going to ‘Makes it easy to see what is on offer’ showing the information is presented
in an easily digestible and appreciated format.
Branding removed
+13
Newspaper Norm
Brand linkage n= 17
Significantly
different to
Newspaper
Norm at 90%
c.l.
Brand linkage was very strong and the ad generated Interest at levels
significantly above Newspaper Norms.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
+25
+15
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
Respondents found the ad helped their understanding of Ten, and was
significantly appropriate/relevant to them.
50% of respondents were generally
correct in their message associations
with a further 45% able to mention
some elements of the key messages.
What did the respondents say about the ad?
Shows a strong line up / return to strenth
Good visuals
Great information
Made the shows look
new and interesting
It gives the distinct
impression that Channel
10 is moving back to the
way it used to be, a
leading channel.
It makes me excited
about all the shows
rather than just one in
general so I'm more likely
to stay watching that
channel all night
It was good to get a
visual impression of
what is on TV rather
than just a listing
It is better than other ads and
successfully displays what
channel 10 has to offer on a
Sunday night.
The colouring and photos of shows I
know make me know its TEN, but I
really only look at the details for the
shows I've already watched. It's a
reminder that the show I want is on
tonight.
I caught an episode of one of
the shows last year - Modern
Family - which I really liked
and I wondered when it was
coming back on.
The word cloud shows a strong connection to Sunday night TV programmes
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
This ad does a great job in Extension to the on air promotions (as you would expect), delivers
significant levels of Information, and increases the Affinity respondents feel for Ten (which
helps with consideration and attachment).
Newspaper Norm
Significantly different to
Newspaper Norm at 90% c.l.
ActionMap results show significantly high intentions for tuning into Ten and trialling the programmes
being promoted. There is also a strong intention to ‘Remember for Later’ which helps in overall brand
equity scores. Considering these programmes were up against a major Tennis event on Channel 7 (Tomic
v Federer, Aus Open), the 6.30-9.30 timezone performed well for Ten, with 4 of the Top Ten highest rating
shows for the evening and with over 1M viewers each (excluding The Project)
•
This ad from Ten is a good example of how other media channels can harness the power
of Newspapers to drive Interest and intention, ultimately leading to increased audiences.
•
The ad successfully drove good feelings about the brand and the promoted programmes
with significant scores for Affinity and delivery of relevant Information.
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ActionMap intentions to trial new programmes or switch to Ten were significantly high.
•
Respondent verbatims were highly positive towards this strategy from Ten with many
respondents using the words ‘excited’ or ‘interested’.
•
Comparing with other ads we’ve tested since 2008, this ad is #2 at achieving high Affinity
scores, and #1 for successful delivery of Information within the Entertainment and Leisure
category.
Comparison with
other ads
Comparing with other ‘Entertainment’ ads
August 2009
December 2010
November 2009
April 2010
February 2011
February 2012
Platform or programme?
The RoleMap results for the Foxtel subscription ads demonstrate they are well targeted, delivering
well on Extension and achieving some Affinity and Reappraisal above Norms. The Ten, programme
promotion ad drives much stronger levels of Affinity and delivers more relevant Information.
Pay or FTA?
Comparing the ActionMap results of Foxtel’s Foxmas campaign (Dec 2010) and the current
programme led ad from Ten, shows a significant difference in likely actions off the back of the
advertising. The Ten ad is significantly more effective at generating interest and audience intentions.
Entertainment and Leisure: Affinity
“This ad give me a good feeling about the brand/product”
Compared to other ads in the Entertainment and Leisure category, The ‘Sunday’ ad from Ten is #2
at generating respondent Affinity
Entertainment and Leisure: Information
“This ad gives me good information about the brand/product”
Compared to other ads in the Entertainment and Leisure category, The ‘Sunday’ ad from Ten is #1
at successfully communicating Information
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. December 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
•
•
•
•
•
•
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