The Proof
The business case for newspaper advertising
as part of the media mix
NESCAFÉ
Headline results
National newspapers played a distinct and cost-effective
role in NESCAFÉ’s successful multimedia campaign,
demonstrating specific strengths in driving sales and
building both purchase intent and emotional involvement
brand metrics:
Why newspapers for NESCAFÉ?
Both the heaviest commercial TV viewers and frequent
newspaper readers spend heavily on instant coffee –
making the two media ideal and complementary partners for
advertising. Frequent newspaper readers are the heaviest
category buyers, spending £28.59 per household in 2009.
Newspapers – the most cost-effective medium to drive
brand measures
• Newspapers delivered the highest overall return on
investment for NESCAFÉ, with TV second
• Newspapers were the most efficient medium for driving
brand consideration
• Newspapers were twice as efficient as TV in creating
emotional brand involvement
• TV and newspapers worked in complementary ways to
build brand image.
sales uplift
Newspapers drive 2.6% sales increase
Rising to 7.5% sales uplift among those
exposed to 5 newspaper ads.
Newspapers enhance TV ad performance
The NESCAFÉ TV ad worked harder and
was more engaging if seen alongside the
newspaper campaign.
2
TV viewers and national newspaper readers
spend heavily on instant coffee
Expenditure on instant coffee
£ per household 2009
£28.22
£28.59
£27.27
£25.75
Total market
Heaviest 3rd TV
viewers
Frequent newspaper Frequent magazine
readers
readers
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200.
Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973.
Heaviest third of TV is 29% of TV
Readers of mid-market and popular
are
the heaviest spenders on NESCAFÉ
newspapers
Expenditure on NESCAFÉ
£ per household 2009
£16.32
£15.21
£15.05
£13.08
Total market
£15.87
£12.91
Heaviest 3rd Frequent
TV viewers newspaper
readers
Frequent
Frequent
Frequent
quality NPs mid-market popular NPs
NPs
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200.
Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973.
Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
Mid-market & Quality newspaper readers
spend most on NESCAFÉ GOLD BLEND®
Expenditure on NESCAFÉ GOLD BLEND
£ per household 2009
£4.79
£4.36
£3.59
Total market
£4.35
£3.84
Heaviest 3rd Frequent
TV viewers newspaper
readers
Frequent
quality NPs
Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200.
Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973.
Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
£4.09
Frequent
Frequent
mid-market popular NPs
NPs
National newspapers
A perfect partner to TV
Frequency distribution for NESCAFÉ TV campaign
Low weights of
TV exposure are
less effective
High weights of
TV exposure suffer
diminishing returns
The optimum OTS
39
15
14
14
10
Zero OTS
8
1-2 OTS
Source: BARB analysis of NESCAFÉ TV campaign – Adults
3-4 OTS
5-7 OTS
8-9 OTS
10+ OTS
Heavy TV viewers more DE than brand profile
NESCAFÉ TV campaign
Analysis of heavy TV viewers by social grade %
14
26
24
AB
29
C2
21
DE
22
41
23
Heavy TV viewers social class
C1
NESCAFÉ Instant Coffee TGI profile
Source: BARB analysis of NESCAFÉ TV campaign – Adults/TGI 2009 Q3 NESCAFÉ Instant Coffee Adult user profile
Newspapers’ audience profile complements TV
with a profile that is relatively young, ABC1 and London
Newspaper audience delivery indexed against commercial TV
186
142
124
117
108
Men
16-24
AB
C1
London
TV: Profile %
43
10
15
26
16
NPs: Profile %
53
12
28
28
23
Source : BARB Jul – Dec 2009 / NRS Jul – Dec 2009
Test Objectives
To quantify the effects of individual communications
channels in a multi-media campaign for the
NESCAFÉ brand.
To establish the efficiency of each medium in building brand
measures – what is the return on investment?
To measure the sales impact of adding newspapers to
the mix.
To understand the synergistic effect of TV and newspaper
ads working together.
NESCAFÉ:
Test detail
Campaign objective
Relaunch the NESCAFÉ brand
Media Plan
Aug 09
Media
Target
Audience:
18-65 hot
beverage
drinkers
Research
Dates
Millward
Brown
TV
Sep 09
Oct 09
Nov09
£m
3.2
1004 TVRs
Newspapers
Dec 09
0.9
418 GRPs
Outdoor
0.7
Online
0.3
CrossMedia™
Tracking
Pre
Pre
Post
10
NESCAFÉ:
The creative work
Newspaper creative
NESCAFÉ:
The creative work
Newspaper creative
NESCAFÉ:
The creative work
Outdoor creative
TV newspaper creative
Online creative
NESCAFÉ
The findings
14
Immediate 2.6% sales uplift from newspapers
Newspaper advertising effect on NESCAFÉ sales
% increase
2.6
During campaign
Source: dunnhumby
Newspapers
drive 7.5% sales increase at 5 OTS
Newspaper advertising effect on NESCAFÉ sales at different OTS
% increase
7.5
4.9
4.5
2.6
1.7
1 OTS
Source: dunnhumby
2 OTS
3 OTS
4 OTS
5 OTS
Newspaper campaign
encourages trial
Newspaper advertising effect on NESCAFÉ trial
% increase
2.6
NP during and 12 weeks post campaign
Source: dunnhumby
Newspapers
drive penetration
Newspaper advertising effect on NESCAFÉ penetration
% increase
2.7
2.0
NP during
Source: dunnhumby
NP post
Newspaper readers
less price sensitive
Tesco Clubcard lifestyle profile
Newspaper buyers who bought NESCAFÉ indexed against average Tesco Clubcard user profile
124
Price sensitive
100
Convenience
78
Source: dunnhumby
Both Newspapers and TV
punch above their weight
Contribution to overall uplift in NESCAFÉ brand measures versus cost of media
%
14
26
24
Online
5% uplift
Total uplift in
brand measures
driven by
media activity
29
Newspapers
21
TV
22
41
23
% of uplift
Source: Millward Brown CrossMedia™ modelling
Outdoor
% of cost
Newspapers
deliver the highest return on investment
Overall uplift across brand measures per £1m invested
%
1.2
1.1
0.4
0.2
Newspapers
TV
Outdoor
Online
Newspapers
most cost-efficient for building brand health
Cost of 1% uplift across NESCAFÉ brand measures
£m
6.36
2.56
0.86
0.94
Newspapers
TV
Outdoor
Online
Newspapers
twice as efficient as TV at creating emotional brand involvement
Uplift in brand involvement per £1m invested
Someone I’d like
%
2.2
0.9
Newspapers
TV
Newspapers
most cost-effective at driving consideration
Uplift in brand commitment per £1m invested
Likelihood to choose
%
1.8
1.0
0.2
Newspapers
TV
Outdoor
TV & Newspapers
strengthen brand image
Brand image uplift
% endorsing NESCAFÉ
+8.0
Taste
+7.3
Sociability
+5.6
Stature
+4.2
Premium
+4.1
Quality
Appeal
+4.0
Everyday
+4.0
Fame
+3.2
Multimedia campaign
strengthens brand image
Uplift in brand image per £1m invested
% endorsing NESCAFÉ
1.0
0.8
0.5
0.2
Newspapers
TV
Outdoor
Online
Strong creative impact
leads to good recognition
Recognition – Newspaper ads
% recognising
33
20
NESCAFÉ
Millward Brown print norm (326 ads)
Strong impact and branding
ensures engagement
Newspaper ads
% agreeing
NESCAFÉ
Definitely remember ad
was for NESCAFÉ
Millward Brown Norm
68
47
92
Very eye-catching
63
I'd stop and look rather
than turn the page
73
54
Newspaper ads
engage very strongly
Newspaper involvement diagnostics
Distinctive
Involving
Norm: 61 NP ads
Interesting
Recognise NP
Disturbing
Soothing
Unpleasant
Pleasant
Irritating
Gentle
Boring
Weak
Dull
(Each axis 0-80%)
Adding newspapers
enhances TV performance
Response to TV ads
% agreeing
TV solus
Contained new
information
Added effect of NP
43
Contained different
information
Millward Brown norm
52
+17
56
+17
45
Points made were
relevant
50
Points made were
believable
51
+25
68
Made brand more
appealing
51
+24
59
Made me more likely to
buy NESCAFÉ
42
+17
+16
48
43
TV ad
more engaging when seen alongside newspapers
TV involvement diagnostics
Distinctive
Involving
Interesting
Norm: 698 TV ads
Recognise TV solus
Disturbing
Soothing
Recognise TV + NP
(Each axis 0-80%)
Unpleasant
Pleasant
Irritating
Gentle
Boring
Weak
Dull
Adding newspapers
builds re-appraisal
Advertising measures – Re-appraisal
Surprising and gets me to think differently
Top 2 Box %
77
66
49
Recognise:
TV solus
TV + 1 newspaper ad
TV +4/5 newspaper ads
TV plus newspapers
boosts emotional impact
Advertising measures – Brand values
Helps me connect and identify more strongly
Top 2 Box %
77
69
50
Recognise:
TV solus
TV + 2/3 newspaper ads
TV +4/5 newspaper ads
Depth of information
builds across campaign
Advertising measures – Depth of information
Gives me enough information to decide
Top 2 Box %
79
71
60
53
Recognise:
TV solus
TV + 1 newspaper TV + 2/3 newspaper TV +4/5 newspaper
ad
ads
ads
TV + newspapers partnership
drives powerful call to action
Advertising measures – Call to action
Gives me a reason to go out and buy
Top 2 Box %
73
63
46
Recognise:
TV solus
TV + 2/3 newspaper ads
TV +4/5 newspaper ads