wsj. insights the power of the wall street journal · 05/ case studies 4 . wsj. insights the power...

The Power of The Wall Street Journal WSJ. Insights 0

The Power of The Wall Street Journal WSJ. Insights

Most Trusted

#1 Paid

Leading Publisher of Financial & Business Content

Significantly Expanded Coverage of Culture, Travel, Luxury Living

Sources: Pew Research, AAM March 2014 Publishers Statement, vs. Bloomberg BusinessWeek, New York Times

Editorial.

1


Audience.

Most Affluent

#1 Top Management, C-Suite

Influence $1 Trillion or $3 out of $5 Spent in Business Annually

Avid Consumers, Spend $235 Bn Annually

Source: Ipsos Affluent Study: Base: Total Adults HHI $100K+, Reach Vs. Competitive Set; Bloomberg Businessweek, Forbes, Fortune, Money NY Times, The Economist 2012-2013 Purchase Influence in American Business Study, Erdos & Morgan

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The Power of The Wall Street Journal WSJ. Insights The Power of The Wall Street JournalWSJ. Insights

Advertising in The Wall Street Journal

Works.

3


Agenda.

01/ About BAV

02/ The Wall Street Journal–A Powerful Partner

03/ Effective Targeting with WSJ

04/ WSJ as a Competitive Advantage

05/ Case Studies

4


Division of WPP

Longest Running Study of Brands

16K U.S. Consumer Panel

3,500 Brands

$180MM Invested

About BAV Consulting.

5


Background.

BAV analyzed 74 WSJ advertisers along their brand measures among U.S. consumers 2009-2013 10 categories: Auto, Energy, Fashion, Financial, Insurance, Jewelry, Technology, Telecom, Travel, Watch Evaluated difference in brand perceptions among: •  WSJ readers vs. Non-readers •  WSJ readers vs. “Comparable” non-readers

[managers, business decision-makers] •  WSJ advertisers vs. their Category

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The Power of The Wall Street Journal WSJ. Insights 7

AUTO FASHION TD Ameritrade Tiffany & Co. Verizon

Acura Gucci Vanguard TECHNOLOGY TRAVEL

BMW Hermes Wells Fargo Adobe Air France

Cadillac Louis Vuitton Franklin Amazon American Airlines

Ford Ralph Lauren Invesco Apple Delta

Honda FINANCIAL Visa Cisco Emirates

Jaguar Allianz INSURANCE Dell Hilton

Lexus American Express Aetna HP Hyatt

Lincoln Mercury Bank of America AFLAC IBM Marriott

Mercedes-Benz Barclay’s Allstate Microsoft Starwood

Porsche Charles Schwab John Hancock Oracle United

Toyota Citi Northwestern Samsung OTHER

ENERGY Fidelity JEWELRY/WATCH Symantec Fed Ex

BP iShares Breitling TELECOM GE Corp

ExxonMobil JP Morgan Chase Cartier AT&T KPMG

Shell Oppenheimer Harry Winston TMobile

State Street Global Tag Heuer Sprint

74 Measured Brands.


Topline.

The Wall Street Journal, a measurably powerful brand, creates an environment of trust and customer loyalty. Investing with The Wall Street Journal helps advertisers become more compelling brands and puts them on a growth trajectory. Advertising in print is more effective than digital in driving positive results. Advertising in the WSJ creates an advantage vs. competitors and helps advertisers forge deeper relationships with The Journal’s readers.

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Pillars of BAV® Brand Equity.

ENERGIZED DIFFERENTIATION

The brand’s point of difference.

ESTEEM How well regarded

the brand is. KNOWLEDGE An intimate

understanding of the brand.

RELEVANCE How appropriate the

brand is to you.

Brand STRENGTH (Energized Differen-a-on & Relevance) Brand STATURE (Esteem & Knowledge)

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BAV® PowerGrid–Brand Evolution.

BAV® Consulting: USA 2013 All Adults

0

50

100

50 100

Brand STRENGTH (Energized Differen-a-on & Relevance)

Brand STATURE (Esteem & Knowledge)

Niche/Unrealized Potential

New/Unfocused/ Unknown

ED R E K

ED R E K

Commodity/Eroded

ED R E K

ED R E K Leadership

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Brand Equity Among All BAV respondents



$-

$5,000

$10,000

$15,000

$20,000

$25,000

Dec '01 Jun '03 Dec '04 Jun '06 Dec '07 Jun '09 Dec '10 Jun '12

NASDAQ BAV Consulting's BEX Top 50 Weighted Index

BAV’s Brand Strength Fund nets $21,169 (+112%) vs. NASDAQ’s $13,357 (+33.6%) on $10,000 initial investment made 10 years ago

Max Value 100 Toys 80 Computer/Electronics 75 Nonprofit 75 TV/Movie/Radio 66 Food 66 QSR 59 Beverages - Non Alcoholic 59 Internet 58 Home & Garden 57 People 56 Appliances/Tools 55 Distribution/Retail 54 Corporations 54 Apparel & Accessories 53 Health and Beauty 50 Household Products 49 Government 45 Telecommunications 44 Geography 43 Auto 40 Pharmaceutical 40 Sports 34 Beverages - Alcoholic 33 Travel & Entertainment 30 Oil, Gas & Utilities 30 Print Media 29 Finance & Insurance 24

Average Brand Strength by Sector among General Population (Highlighted = Key WSJ advertiser category)

Brand Strength (Energized Differentiation & Relevance) Is a Key Predictor of Financial Performance For Brands.

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The Wall Street Journal— A Powerful Partner.

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BAV® Consulting: USA 2012 & 2013, among WSJ Readers

The Wall Street Journal Brand Attributes. According to WSJ Readers, WSJ most powerfully owns [among media properties]:

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BAV® Consulting: USA 2012 to 2014 Q1 among WSJ Readers and Non-Readers

WSJ Readers vs. Non-Readers

Brand Qualities WSJ Readers, Associate with WSJ Advertisers.

0 5 10 15 20 25

Upper Class

High Quality

Fun

High Performance

Stylish

Prestigious

Intelligent

Leader

Original

Progressive

Trustworthy

Socially Responsible

Visionary

Up To Date

Reliable

Social

Best Brand

Cares for Customers

Traditional

Worth More

Independent

Innovative

Energetic

Authentic

Among WSJ Readers, WSJ Advertisers are seen as more… Authentic Energetic

Innovative Independent Worth More

Traditional Cares for Customers

Best Brand Social

Reliable Up To Date

Visionary Socially Responsible

Trustworthy Progressive

Original Leader

Intelligent Prestigious

Stylish High Performance

Fun High Quality Upper Class

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0

50

100

50 100

Brand STRENGTH (Energized Differen-a-on & Relevance)

Brand STATURE (Esteem & Knowledge)

To Our Readers, WSJ Is On Par With The Super Bowl & GE.

Brand Equity Among WSJ Readers

BAV® Consulting: USA 2012 & 2013, among WSJ Readers

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0

100

50 100

Brand STATURE

Advertising in WSJ drives Brand Stature & Brand Strength. Forging bonds in a powerful, resonant environment, with a powerful influential audience.

Average WSJ Advertiser Brand Equity Among WSJ Readers , Non-Readers and “Comparable” Non-Readers

Bran

d STRE

NGTH

BAV® Consulting: USA 2012 & 2013 among WSJ Readers and Comparable Non-Readers

WSJ Readers

“Comparable” Non-Readers Comparable Non-Readers:

Managers or above who have decision-making power in their role but

don’t read the WSJ

All Non-Readers

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WSJ Advertisers Are Much More Compelling To WSJ Readers.

BAV® Consulting: USA 2012 and 2013 among WSJ Readers, Non-Readers, and Comparable Non-Readers

Specifically strong lift in Energized Differentiation % lift of Brand Equity of 74 measured WSJ Advertisers: WSJ Readers vs. “Comparable” Non-Readers

% L

ift

69%

37% 33%

10%

0%

10%

20%

30%

40%

50%

60%

70%

Energized Differentiation Relevance Esteem Knowledge

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Brand STRENGTH Brand STATURE


Driving Consideration and Usage Among WSJ Readers.

BAV® Consulting: USA 2012 to 2014 Q1 among WSJ Readers, Non-Readers, and Target Non-Readers

Preference of Advertisers % Lift Among WSJ Readers

vs. “Comparable” Non-Readers

Usage of Advertisers % Lift Among WSJ Readers

vs. “Comparable” Non-Readers

36% 35%

0%

10%

20%

30%

40%

50%

60%

70%

Total Consideration Prefer Advertiser

35% 39%

Total User of Advertiser Use Advertiser Regularly

% L

ift

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0

100

50 100

Brand STATURE

Average WSJ Advertiser Brand Equity Among WSJ Readers vs. “Comparable” Non-Readers by Category

Bran

d STRE

NGTH

BAV® Consulting: USA 2012 & 2013 among WSJ Readers and Comparable Non-Readers

Auto Energy

Fashion

Tech Watch Jewelry

Financial

Insurance

Telecom

Travel

Pronounced Outcomes in Every Category.

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Energy

Fashion

Tech

Watch Jewelry

Financial

Insurance

Telecom

Travel

Auto

WSJ Readers

“Comparable” Non-readers


Effective Targeting With WSJ.

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BAV® Consulting: USA 2009 to 2014Q1 among WSJ Readers and Non-Readers; only advertisers who have run every year included

Advertiser Brand Equity Percentage Difference Among WSJ Readers vs. “Comparable” Non-Readers

Gap between WSJ Readers and Non-Readers Continues to Grow–Particularly Brand Strength.

50%

61% 61% 65%

81%

19% 21% 21% 22% 26%

0%

25%

50%

75%

100%

2009 2010 2011 2012 2013

Brand Strength Brand Stature

Perc

ent D

iffer

ence

+62% in 5 years

+37% in 5 years

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While Both Work, Print is Most Effective in Driving Brand Strength.

BAV® Consulting: USA 2012 to 2013 among WSJ Readers; Top spenders = top third percentile in average quarterly spend

% Lift of Brand Equity among WSJ Readers vs. “Comparable” Non-Readers

93%

20%

63%

18%

0%

25%

50%

75%

100%

% L

ift

Top Print Spenders

Top Digital Spenders

Top Digital Spenders

Top Print Spenders

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WSJ as a Competitive Advantage.

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WSJ–The Most Powerful Brand Among Business Decision-Makers. Brand Equity of Publications Among All Business Decision Makers (regardless of Readership)


Brand STRENGTH

Brand STATURE 0

100

100

Bloomberg Businessweek

The New York Times

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% Lift of Advertisers in Common among WSJ Readers vs. NY Times Readers & Bloomberg Businessweek Readers

BAV® Consulting: USA 2012 & 2013, among WSJ Readers, Bloomberg Readers, & NYT Readers

Advertisers Get a Stronger Lift from WSJ.

85%

28%

75%

21%

0%

50%

100%

% L

ift

WSJ vs. The New York Times

WSJ vs. The New York Times

WSJ vs. Bloomberg Businessweek

WSJ vs. Bloomberg Businessweek

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The Power of The Wall Street Journal.

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wsj. insights the power of the wall street journal · 05/ case studies 4 . wsj. insights the power...

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