Truly Madly DeeplyMapping needs, meaning and content in newsbrands

What we did

2 week newsbrand diary and

deprivation task

6 x 8 person x 2 hour workshops

London, Birmingham & Leeds

Online survey 1000 respondents representative of

national news readership

Depth interviews 12 respondents from

workshops – in home

TV news Social media

Radio news

Other news websites providers

Newsbrands

News sources

Aggregators

You need the news so you’re on the ball and can be quizzed in your field

Being in the know

I use it for banter at work – we all read the same football columns

Being in the know

Fuelling conversation

It helps me unwind at the end of a long day

Being in the know

Fuelling conversation

Relaxing/me-time

I like feel-good stories, people overcoming their backgrounds and succeeding – it’s inspiring

Feeling uplifted

Being in the know

Fuelling conversation

Relaxing/me-time

It’s always been part of my daily routine, I just like to keep up to date

Feeling uplifted

Ritual& routine

Being in the know

Fuelling conversation

Relaxing/me-time

I’m always flicking through the apps when it’s quiet

Passing the time

Feeling uplifted

Ritual& routine

Being in the know

Fuelling conversation

Relaxing/me-time

TV Newsbrands RadioSocial media Aggregators Other news websites

91%

71%

58%

47%

36%

24%

65%71%

58%

47%

19%24%

All brands

Commercial brandsPopularity

THE NEWS

IDENTIFICATION‘SPEAKS TO ME’

TRUST IN THE CONTENT

https://www.youtube.com/watch?v=ZNXNgG4NGW8

Being in the know 64% 52% 15% 18% 30% 33%

Fuelling conversation 69% 34% 19% 27% 22% 37%

Relaxing/me-time 54% 25% 19% 23% 16% 34%

Feeling uplifted 55% 23% 10% 27% 18% 34%

Ritual & routine 72% 35% 16% 18% 25% 31%

Passing the time 64% 24% 22% 35% 23% 39%

Meeting the need states

Fuelling conversation 1st

Relaxing/me-time 1st

Feeling uplifted 1st

Ritual & routine 1st

Passing the time 1st

Being in the know 1st

Meeting the need states

film_need states

https://www.youtube.com/watch?v=Le_2ZYklX8c

0%

10%

20%

30%

40%

50%

60%

70%

80%

NewsbrandsTVRadioOther news websitesAggregatorsSocial media

The biggest stories/headlines

A short overview An in-depth analysisJournalists/ columnists/presenters

Opinions on the stories of the day

News fast and slow

SlowFast

Newsbrands

TV

Radio

Other news websites

Aggregators

Social media

https://www.youtube.com/watch?v=5KMUFSp7piM

https://www.youtube.com/watch?v=2ombLxCTCsM

Trustworthy Relevant to me Makes me feel involved

61%

52%46%

71% 70%

62%58%

55%

43%

Print only Print and online Online only

Multi-platform strength

Faster

Non-readers

Recognise ad from newsbrand

Stronger deeper associations

Relevant to me

0%

10%

20%

30%

40%

50%

60%

70%

80%

Faster

0%

10%

20%

30%

40%

50%

60%

70%

80%

Non-readers

Recognise ad from newsbrand

Stronger deeper associations

Non-readers

Recognise ad from newsbrand

Makes me want to find out more

0%

20%

40%

60%

80%

Recognise ad from newsbrand

Non-readers

0%

20%

40%

60%

80%

0%

20%

40%

60%

80%

Faster Faster Faster

IntelligentTrustworthyFun

Shared emotional values

Trustworthy

Fun

Intelligent

Relevant to me

61%

57%

52%

42% +19%

+10%

+18%

+10%

Agree with advertiser brand values

Improvement among readers who feel the same value applies to their newsbrand

https://www.youtube.com/watch?v=g5zQUZXgDjc

Newsbrands appear to fulfil all of these need states best.

This creates a strong emotional relationship

between newsbrands and their users

News content is important to people – and addresses many need states

The relationship is becoming more

entrenched due to new digital platforms

All of this is creating a powerful emotional

context for advertisers – brand ‘rub’

Truly Madly DeeplyMapping needs, meaning and content in newsbrands