Truly Madly Deeply
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An in-depth study with MTM into the relationship between consumers and the different providers of news content.
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Truly Madly Deeply
- 1. Truly Madly Deeply Mapping needs, meaning and content in newsbrands
- 2. 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
- 3. TV news Social media Radio news Other news websites providers Newsbrands News sources Aggregators
- 4. You need the news so you’re on the ball and can be quizzed in your field Being in the know
- 5. I use it for banter at work – we all read the same football columns Being in the know Fuelling conversation
- 6. It helps me unwind at the end of a long day Being in the know Fuelling conversation Relaxing/ me-time
- 7. 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
- 8. 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
- 9. 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
- 10. TV Newsbrands RadioSocial media Aggregators Other news websites 91% 71% 58% 47% 36% 24% 65% 71% 58% 47% 19% 24% All brands Commercial brandsPopularity
- 11. THE NEWS
- 12. IDENTIFICATION ‘SPEAKS TO ME’ TRUST IN THE CONTENT
- 15. 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
- 16. 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
- 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% Newsbrands TV Radio Other news websites Aggregators Social 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
- 22. 61% 52% 46% 71% 70% 62% 58% 55% 43% Trustworthy Relevant to me Makes me feel involved Print only Print and online Online only Multi-platform strength
- 25. Faster Non-readers Recognise ad from newsbrand Stronger deeper associations Relevant to me 0% 10% 20% 30% 40% 50% 60% 70% 80%
- 26. 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
- 27. 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
- 28. 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
- 30. 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’
- 31. Truly Madly Deeply Mapping needs, meaning and content in newsbrands