2. 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. 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
4. ““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 Company
4
Newspaper creative
6. TV naturally delivers ½ of campaign weight
to heaviest ⅓ of viewers
Source: BARB analysis of Comet
TV 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
%
7
Heavy TV viewers
more DE than brand profile
Source: BARB analysis of Comet TV campaign – Adults/TGI 2009
Q1 Comet Adults user profile
AB
C1
C2
DE
42
16
21
22
25
32
12
30
Heavy TV viewers social class Comet TGI profile
8. Over ½ of heavy TV viewers
are unemployed
Source: BARB/Markdata analysis – Adults
55%
33%
12%
Heavy TV viewers – Analysis of Employment status
8
Unemployed (inc. retired)
Full-time
Part-time
9. 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
121
139
107
161
111
145
Men 16-24 25-44 AB C1 London
TV: Index v Popn 87 71 92 66 90 82
NPs: Index v Popn 105 99 98 106 100 119
Commercial TV
indexed @ 100
9
11. Sept 08 Oct 08 Nov 08 Dec 08 £m
Media
Target 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 Dates
Millward Brown
Pre-wave
Post-wave
11
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
12. 9
51
61
81
94
Adding newspapers
boosts 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
18. Brand TV advertising strongly suggests
% answering
Adding brand newspaper ads
significantly improves TV ad communication
23
24
32
32
51
58
+20
+22
+14
+18
+16
+12
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
18
Brand TV only
Brand TV + brand NP
Additional impact of tactical NP:+26
25. Adding brand newspapers
prompts 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
58
76
85
93
Brand TV only Bran TV + tactical
NP
Brand TV + Brand
NP
Campaign: Brand TV
+ tactical TV + brand
NP + tactical NP
+60+47+31
28. Adding brand newspaper ads
drives re-appraisal
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
28
59
65
78
84
Brand TV only Bran TV + tactical
NP
Brand TV + Brand
NP
Campaign: Brand TV
+ tactical TV + brand
NP + tactical NP
Notas del editor
TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.
TV and National Newspapers are the perfect partnership. They are processed in different but complementary ways: TV is more passive, whereas newspapers engage active processing. Both media are heavily consumed in the evening. Media profiles are complementary: newspapers compensate for the inherent weaknesses of commercial TV in London/South and among younger, more upmarket consumers. Together, the brand impact should be stronger than either medium separately.
These heavy TV viewers are more downmarket than the Comet user profile.
Analysis of the data focuses on a comparison of:1) Those who recognise any of the TV advertising but no newspapers (TV solus)2) Those who recognise both the TV and newspaper advertising (TV + NP)3) Those who recognise the brand TV ad – but no newspaper ads (Brand TV only)4) Those who recognise both brand TV and brand newspaper ads (Brand TV + brand NP)5) Those who recognise the brand newspaper ads (Brand NP)6) Those who recognise the tactical newspaper ads (Tactical NP)7) Those who recognise the campaign (TV + Brand NP + Tactical NP)
Brand Dynamics analysis measures brand equity, describing the customer’s journey to loyalty. The strength of the relationship correlates with share of category expenditure, with Bonding representing the strongest brand relationship and share.Comet enjoys a strong presence in the electrical retail market and comparatively good levels of bonding, especially among newspaper readers. Encouragingly, the greatest forward momentum due to the campaign was among those exposed to both the TV and the newspaper ads. Bonding increased by 5% points among TV + newspaper recognisers – an increase of 33%; whereas among those only exposed to TV, bonding levels fell back.