Transcript Creative Benchmarking Muppets

Newspaper Creative
Benchmark Report
The Muppets
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
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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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This ad was one of three shown to respondents
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Sample: Australians 16+
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Sample size: 100
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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
Respondents felt very positive about the creative of this ad, with some of the highest
scores we’ve recorded for ‘has a great photo/image’ and ‘catches my eye’. A significant
number of respondents found it ‘makes it easy to see what is on offer’.
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad generated interest levels above norms. While brand linkage
was low, the sample size responding to this question is small. Some of
the other responses were close e.g. ‘A movie?’ or ‘movie theatre’
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad certainly helped to differentiate The Muppets from other movies.
45% of respondents were generally
correct in their understanding of the
key message of the advertising for the
movie with a further 43% making
other references including The
Muppets.
What did the respondents say about the ad?
Quite different to any
other ad as it almost
seemed part of the
article.
Fun and spontaneous
Eye catching
Cute like The Muppets
The ad relates very well
to what the Muppets
entail - cute, friendly,
funny, spontaneous.
The ad was directly to the
point of what the movie
was about. It revived
childhood memories of
growing up watching the
muppets.
I like the ad, its cute
and does make me
want to watch the
movie a little more.
Very vibrant and in theme with
the Muppets mischievous nature
The ad was eyecatching, as it was
placed differently from conventional
ads for movies. It was also very
colourful, which draws the eye to it
immediately
It's really bright and friendly,
makes good use of the space
on the page
The word cloud shows no doubt as to the main themes
understood from the advertising
Newspaper Norm
Significantly
different to
Newspaper
Norm at 90%
c.l.
The ad generated significant levels of Affinity above Newspaper Norms and linked
back strongly to the rest of the launch campaign
Newspaper Norm
Significantly different to
Newspaper Norm at 90% c.l.
Likely actions from this ad include a significant contribution to Word of Mouth, respondents
remembering it for later, and intentions to go see the movie.
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•
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This ad was a highly effective use of newspapers, done in a unique and fun way.
The communication was clear and it generated very high levels of respondent affinity.
This is one of the strongest performers amongst ads we’ve tested to date, at encouraging
Word of Mouth
Respondents were also significantly likely to want to see the movie after viewing this ad.
All in all, this ad was an excellent and creative use of newspapers that also achieved
strategic communication goals.
Comparison with
other ads
Entertainment and Leisure: Affinity
“This ad gives me a good feeling about the brand”
Compared to other ads we’ve tested in the Entertainment and Leisure category,
‘The Muppets’ ad is #1 at generating respondent Affinity
Examples of advertisers working with odd
shape spaces
Perth City, April 2010
Suzuki Swift, February 2011
Using a unique space is no guarantee of
cut through
The Muppets integrates the ad with the editorial environment, and uses strong, identifiable and fun
imagery to gain maximum attention from respondents. The ‘Perth City’ ad was deemed ‘cluttered’
and was not an attention grabber. The results for ‘Suzuki Swift’ showed a large degree of
ambivalence from respondents.
Our All Categories Top Six :
Most likely action “Tell Friends or Family”
Most often it’s Public Agenda or issues based ads that generate strong Word of Mouth.
The Muppets has achieved significant scores in this metric and sits at #4 across all categories, and
all ads tested since March 2010
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
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•
•
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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