newsworks comet effectiveness study
DESCRIPTION
See how the electrical retailer saw marked success thanks to coupling a newspaper brand campaign with TV and a tactical newspaper burst.TRANSCRIPT
The ProofThe business case for newspaper advertising as part of the media mix
2
Adding brand ads in newspapers strengthens brand equity and drives visits• Brand bonding up a third with TV plus newspapers• Brand newspaper ads improved Comet image on key
service aspects• Newspapers stimulated 29% increase in people choosing
Comet on last visit to buy electricals
Customer service proposition strongly enhanced
Brand newspapers communicated customer service elements in significantly greater breadth and depth
Branding, communication of customer service, emotional engagement and persuasion of the TV brand ad were all improved when seen alongside a linked brand campaign in newspapers
Comet:Headline results
3
TV and national newspapers are the perfect partnership
They are processed in different but complementary ways: TV is more passive, newspapers involve active processing
TV and newspapers are heavily consumed in the evening. Media profiles are complementary
Together, the brand impact should be stronger than either medium separately
Test hypothesis:Newspapers are perfect partners to TV
““This is the second time we have partnered with Newsworks and once again we were delighted with the results achieved during the campaign.
We gained valuable insight into the power of using both tactical and brand newspaper adverts alongside the TV brand ad and fascinating learnings on the powerful multiplier effect of a TV plus newspaper campaign.”
Susan Wilkinson
General Manager of Marketing, Advertising
Comet
The client’s view
Kellogg’s and Optivita are registered trademarks of Kellogg Company4
Newspaper creative
Comet:The creative work
Newspaper creative
TV creative
5
TV naturally delivers ½ of campaign weight to heaviest ⅓ of viewers
Source: BARB analysis of CometTV campaign – Adults
54%
32%
14%
Heavy
Medium
Light
Comet TV campaign
Share of campaign weight by light, medium & heavy TV viewers
6
7
Comet TV campaign
Analysis of heavy TV viewers by social grade
%
Heavy TV viewersmore DE than brand profile
Source: BARB analysis of Comet TV campaign – Adults/TGI 2009 Q1 Comet Adults user profile
AB
C1
C2
DE
Heavy TV viewers social class Comet TGI profile
42
16
21
22
25
32
12
30
Over ½ of heavy TV viewersare unemployed
Source: BARB/Markdata analysis – Adults
55%
33%
12%
Heavy TV viewers – Analysis of Employment status
8
Unemployed (inc. retired)
Full-time
Part-time
Newspaper audience delivery indexed against commercial TV
Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London
Source : BARB Jan – Jun 2009 / NRS Jan – Jun 2009
Men 16-24 25-44 AB C1 London
121
139
107
161
111
145
TV: Index v Popn87
71 92 66 90 82
NPs: Index v Popn105
99 98 106 100 119
Commercial TV indexed @ 100
9
10
The findings
Comet
11
Sept 08 Oct 08 Nov 08 Dec 08 £m
MediaTarget Audience:
Adults 35-70
Brand TV 1.0
Tactical TV 2.6
Brand Newspapers
0.6
Tactical Newspapers
1.4
Online Newspapers
0.1
Research DatesMillward Brown
Pre-wave
Post-wave
Comet:Test detail
Media Plan
272 TVRs
Campaign objective
Differentiate Comet on the basis of great customer service
1044 TVRs
Sample: 729 ABC1 Adults 30–55, with children
Media Source: NMR/BARB/NRS
420 GRPs
995 GRPs
420 GRPs
9
51
61
81
94
Adding newspapersboosts brand equity and strengthens bonding by a third
20
64
70
88
98
Bonding -7 +5
Advantage -1 +4
Performance -7 +5
Relevance -7 +3
Presence -1 0
TV Solus TV + NP
Brand Dynamics equity analysis post-wave
% points change on pre-wave
12
13
14
15
16
17
Brand TV advertising strongly suggests
% answering
Adding brand newspaper adssignificantly improves TV ad communication
Have excellent customer service
Offer value for money
Is an electrical retailer you can trust
Have in-depth knowledge about the products they sell
Are specialists in electrical products
Can help you find the product the best meets your needs
23
24
32
32
51
58
+20
+22
+14
+18
+16
+12
18
Brand TV only
Brand TV + brand NP
Additional impact of tactical NP:+26
19
Newspaper ad recognition above norm
58
7385
Recognition – Newspaper ads
% recognising
Comet tactical NP Comet brand NP Millward Brown print norm (326 ads)
46
31
20
20
21
22
23
24
Adding brand newspapersprompts a 47% increase in call to action
Advertising measures – Call to action
Gives me a reason to go out and shop at Comet
Top 2 Box %
25
Brand TV only Bran TV + tactical NP
Brand TV + Brand NP
Campaign: Brand TV + tactical TV + brand NP + tactical
NP
58
76
8593
+60+47+31
26
27
Adding brand newspaper adsdrives re-appraisal
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
28
Brand TV only Bran TV + tactical NP
Brand TV + Brand NP
Campaign: Brand TV + tactical TV + brand NP + tactical
NP
5965
7884