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National Newspapers –
Fingertip facts

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Contents
 Campaign cost & cover – selected groups
 Cover & cost vs other media
 Campaign costs by audience
 Newspaper coverage build
 Less wastage with newspapers
 Demographic profile: Newspapers vs TV
 National newspapers strong in London
 Newspapers’ regional profile fits well with TV
The costs cited in this booklet are ballpark estimates of market
costs in 2008. A number of factors can influence the eventual price.

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Campaign cost & cover – selected groups
National newspapers offer a cost-effective way to
engage with consumer across a range of products
and services

4. Pg
Main supermarket shopper
£1.2m buys…
Page colour campaign
Campaign reach: 19.5m
70% cover @ 5 OTS

5. Pg
Buy dog food
£370k buys…
25x4 colour campaign
Campaign reach: 5.6m
70% cover @ 5 OTS

6. Pg
Eat Walkers crisps at least once a week
£350k buys…
25x4 colour campaign
Campaign reach: 13.8m
70% cover @ 5 OTS

7. Pg
“Prepared to pay more for foods that don’t
contain additives
£1.2m buys…
Page colour campaign
Campaign reach: 15.2m
70% cover @ 5 OTS

8. Pg
Used probiotic yoghurt in last week
£1m buys…
Page colour campaign
Campaign reach: 10.5m
70% cover @ 5 OTS

9. Pg
Spend at least £5 per month on skincare products
£1.2m buys…
Page colour campaign
Campaign reach: 9m
70% cover @ 5 OTS

10. Pg 1
Used hay fever remedies in last 12 months
£410k buys…
24x5 colour campaign
Campaign reach: 6.2m
70% cover @ 5 OTS

11. Pg 1
Take vitamins or other supplements at least once a week
£460k buys…
24x5 colour campaign
Campaign reach: 12.7m
70% cover @ 5 OTS

12. Pg 1
Drank 5 or more pints of lager in last week
£250k buys…
24x5 colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS

13. Pg 1
Drank malt whisky in last month
£350k buys…
24x5 colour campaign
Campaign reach: 3.2m
70% cover @ 5 OTS

14. Pg 1
Drink at least one measure of vodka a week
£270k buys…
24x5 colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS

15. Pg 1
Took out a mortgage in the last 12 months
£1.1m buys…
Page colour campaign
Campaign reach: 1.4m
70% cover @ 5 OTS

16. Pg 1
Have a loan
£400k buys…
24x5 colour campaign
Campaign reach: 9.3m
70% cover @ 5 OTS

17. Pg 1
Spend £500 or more per month on credit cards
£1.1m buys…
Page colour campaign
Campaign reach: 2.6m
70% cover @ 5 OTS

18. Pg 1
Acquired a supermarket credit card in the last 12 months
£350k buys…
25x4 colour campaign
Campaign reach: 300,000
70% cover @ 5 OTS

19. Pg 1
Have taken out Tesco car insurance
£410k buys…
25x4 colour campaign
Campaign reach: 1.1m
70% cover @ 5 OTS

20. Pg 2
Have taken out buildings and contents insurance direct from
the company in the last 12 months
£440k buys…
25x4 colour campaign
Campaign reach: 3.5m
70% cover @ 5 OTS

21. Pg 2
Have taken out life assurance direct from the company
in the last 12 months
£370k buys…
25x4 colour campaign
Campaign reach: 4.7m
70% cover @ 5 OTS

22. Pg 2
Personal income of at least £40k+
£840k buys…
Page colour campaign
Campaign reach: 2m
70% cover @ 5 OTS

23. Pg 2
In full-time employment
£400k buys…
25x4 colour campaign
Campaign reach: 12.7m
70% cover @ 5 OTS

24. Pg 2
Travelled by air on business in last year
£950k buys…
Page colour campaign
Campaign reach: 4.3m
70% cover @ 5 OTS

25. Pg 2
Obtained new car in last 12 months
£1.2m buys…
Page colour campaign
Campaign reach: 2.8m
70% cover @ 5 OTS

26. Pg 2
Bought a computer in last 12 months
£1.1m buys…
Page colour campaign
Campaign reach: 6m
70% cover @ 5 OTS

27. Pg 2
Cover & cost vs other media
Newspapers vs other media cost & cover comparison

28. Pg 2
Newspaper costs vs TV
Newspapers TV
300 GRPs 300 TVRs
Page colour 30 seconds
16-34 men £800k £1650k
Men £940k £990k
ABC1 men £950k £1350k
AB adults £970k £1200k
AB women £1000k £1000k
ABC1 women 25-45 £1030k £960k

29. Pg 2
More reach in Newspapers
£400k buys one of…
ABC1 adults Reach & frequency
Nationals – 25x4 colour 74% @ 4.3 OTS
Radio – 30 seconds 48% @ 9.3 OTH
£300k buys one of…
18-34 men Reach & frequency
Nationals – 25x4 colour 73% @ 4.3 OTS
Radio – 30 seconds 56% @ 9.5 OTH

30. Pg 3
Newspaper: Same reach as 6 sheets, less cost
ABC1 adults Reach & frequency
Nationals – 25x4 colour 75% @ 4 OTS £400k
6 sheets – 4750 x 2 weeks 75% @ 15 OTH £640k

31. Pg 3
Newspaper vs 48 sheets
£700k buys one of…
18-34 men Reach & frequency
Nationals – Page colour 70% @ 4 OTS
48 sheets – 2500 x 2 weeks 70% @ 13 OTH

32. Pg 3
Newspaper reach more adults than online
£1m buys one of…
Number Reach of UK
All adults
reached population
Nationals – Page colour 34m 72% @ 4 OTS
Online MPU ad 20m 42% @ 5 OTS

33. Pg 3
Newspaper reach more 18-34s than online
£350k buys one of…
Number Reach of UK
18-34 adults
reached population
Nationals – 25 x 4 colour 9m 67% @ 4.5 OTS
Online banner ad 7m 54% @ 5 OTS

34. Pg 3
Newspaper reach more ABC1 women than online
£600k buys one of…
Number Reach of UK
ABC1 women
reached population
Nationals – 25 x 4 colour 10.4m 75% @ 6 OTS
Online MPU ad 6.5m 48% @ 5 OTS

35. Pg 3
Newspaper reach more ABC1 women than
women’s magazines
£400k buys one of…
ABC1 women Reach & frequency
Nationals – 25 x 4 colour 70% @ 4.2 OTS
Women’s magazines
49% @ 6.3 OTS
Page colour

36. Pg 3
Newspaper reach more 18-34s than magazines
£350k buys one of…
18-34 adults Reach & frequency
Nationals – 25 x 4 colour 67% @ 4.5 OTS
Magazines – Page colour 62% @ 5.9 OTS

37. Pg 3
Newspaper reach more ABC1 men than magazines
– at less cost
£350k buys one of…
ABC1 men Reach & frequency
Nationals – 25 x 4 colour 76% @ 4.0 OTS
Magazines – Page colour 46% @ 5.1 OTS

38. Pg 3
Campaign costs by audience
The entry cost of a 300 GRPs newspaper
campaign delivering c 70-75% cover

39. Pg 3
Campaign cost of newspapers
25 x 4 colour
All women £410k
All adults £400k
ABC1 adults £380k
Men £360k
ABC1 men / ABC1 women / 18-34 adults £350k
AB women £310k
18-34 men £290k
AB men £280k

40. Pg 4
Campaign cost of newspapers
Page colour
ABC1 women £1140k
Women £1100k
ABC1 adults £1090k
All adults £1040k
ABC1 men £950k
Men / ABC1 men 35+ £940k
AB men £910k
18-34 adults £870k
18-34 men £750k

41. Pg 4
Newspaper coverage build
Newspaper deliver fast coverage build

42. Pg 4
Newspapers
Daily reach…
23 million
readership
(48% of adults)
Weekly reach…
36 million
readership
(74% of adults)
Source: NRS Jul-Dec 2007

43. Pg 4
Coverage build in national newspapers
Source: NRS

44. Pg 4
Less wastage with newspapers
Targeting young adults in national newspapers will
reach a higher proportion of your audience with less
waste than on TV

45. Pg 4
Targeting 16-34 adults in newspapers
– less wastage than on TV
16-34 adults impacts as % of all adult impacts
Newspaper schedule 34%
Channel 4 Peak – Segment average 29%
16-34 TV schedule – Terrestrial + multichannel 29%

46. Pg 4
Targeting 16-34 men in newspapers
– less wastage than on TV
16-34 men impacts as % of all adult impacts
Newspaper schedule 37%
Channel 4 Peak – Segment average 30%
16-34 TV schedule – Terrestrial + multichannel 26%

47. Pg 4
Demographic profile: Newspapers vs TV
Even blockbuster TV shows that target young adults
struggle to deliver more 16-34s than The Sun does,
by itself, every day!

48. Pg 4
Demographic profile:
Newspapers vs TV
3m
2.9m 2.9m
2m 2.1m
2.0m
16-34s
1m
0m
The Sun X Factor Big Brother Spiderman 3
Daily delivery Final (ITV) Final (C4) Top 16-34
2007 2007 film 2007
Reach of best spot Reach of best spot Reach in first week

49. Pg 4
Demographic profile:
Newspapers vs TV
If you are targeting young and upmarket consumers,
newspapers are a good fit with TV

50. Newspapers & TV shows – age & class map

51. Newspapers & TV shows – age & class map

52. Pg 5
National newspapers strong in London

53. Pg 5
National newspaper are naturally strong in London
National London*
Adults
delivery delivery
Cover 72% 80%
OTS 4.2 4.6
GRPs 300 365
Natural conversion + 22%
*London ITV area

54. Pg 5
Nationals’ natural London upweight is even
stronger for ABC1s
National London*
ABC1 Adults
delivery delivery
Cover 74% 83%
OTS 4.1 4.1
GRPs 300 380
Natural conversion + 27%
*London ITV area

55. Pg 5
Newspapers’ regional profile fits well with TV
National newspapers’ strength in London &
South East is a good fit with heavier TV viewing in
Midlands, North & Scotland

56. Pg 5
TV viewing is weaker in London
ABC1 adult TVRs
London 217
Rest of UK average 320
National average 300

57. National newspapers even up the Pg 5
battle to reach the London Audience
Audience delivery (adults)
Newspapers % TV %
London 27 16
South East 17 16
Midlands, Wales & West 22 26
North 25 32
Scotland 9 10
100 100

58. Pg 5
National newspapers even up the battle to reach the
London audience
Newspapers can upweight TV in London – usually
a competitive area and at a lower advertising weight
than the rest of the UK

59. Pg 5
TV ratings: examples from grocery and
supermarket categories