The business case fornewspaper advertisingA part of the media mix

Finance / Motors / Food / Drink / Pharmaceuticals / Cosmetics & Toiletries / Petcare / Household Utilities

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E.O

N

Hea

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tsE.ON used newspapers to drivereputation and spark debate.

Newspapers played a pivotal role:– As the lead medium in the successful 2009 campaign launch– As a hugely effective andcost-efficient medium in the 2010 multimedia campaign.

Why newspapers for E.ON?Newspapers provided the perfect context to spark a national conversation about energy issues, allowing E.ON to reach millions of readers and to target key opinion formers.

Newspapers punch abovetheir weight• Newspapers deliver large brand shifts, cost-effectively• For the summer 2010 campaign, newspapers’ contribution to brand health uplifts was greater than share of spend• Newspapers accounted for 21% of ad spend.– Among non-customers…they delivered 31% of campaign uplift(48% more cost-effective than share of ad spend)– Among customers…they delivered 27% of campaign uplift(29% more cost-effective than share of ad spend)

Newspapers + TV partnership most powerful multimedia synergy• Newspaper/TV combination delivered half of campaign brand health uplift among customers• Newspapers + TV boosted customer recommendation by 7%.

Newspapers more effective than radio in enhancing performance of TV• The E.ON TV ad worked harder and was more engaging when seen alongside newspapers.

48% morecost-effective among

non-customers

29% morecost-effective among

customers

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E.ON: The Findings

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12,000

Online newspapers drive web traffic

2009campaign

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Newspapers boost top-of-mind awarenessfor launch campaign

Spontaneous awareness – First mentionsPre to post % points increaseTop 2 Box %

Opinion Formers

+6 pts +4 pts +9 pts +10 pts

2009campaign

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Significant increase in brand knowledge

Brand knowledgePre to post % points increaseTop 2 Box %

Opinion Formers

+3 pts +5 pts +6 pts +6 pts

2009campaign

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Emotional identification enhanced

Brand involvementPre to post % points increaseTop 2 Box %

Opinion Formers

+4 pts +13 pts +10 pts +13 pts+1 pts

2009campaign

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Newspapers increase buying intentionamong opinion formers

Brand commitment – Likelihood to choosePre to post % points increaseTop 2 Box %

Opinion Formers

+10 pts+8 pts

2009campaign

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Powerful newspaper ads enhanced further by radio

Response to Newspaper ads% agreeing

51

41

45

69

51

38

Millward Brown Norm

2009campaign

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Newspaper and radio drive re-appraisal

Advertising measures – Re-appraisalSurprising and gets me to think differentlyTop 2 Box %

2009campaign

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2010 campaign drove high customer response

150,000

2010campaign

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Newspapers only medium to punch above itsweight among current & non-customers

Contribution to overall uplift in E.ON brand measures v. cost of mediaE.ON customers %

3.8%uplift

Total uplift inbrand measuresdriven by media

activity

2010campaign

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4.8%uplift

Total uplift inbrand measuresdriven by media

activity

Newspapers only medium to punch above itsweight among current & non-customers

Contribution to overall uplift in E.ON brand measures v. cost of mediaNon-customers %

2010campaign

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Newspapers deliver large uplifts cost-effectively

Cost efficiency v. Absolute upliftE.ON customers

TV

Transport

Radio

Newspapers

Online (inc. NP sites)

A B

C D

Cost of1% uplift

MagnitudeOf uplift

2010campaign

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Newspapers & online (inc. NP sites) most cost-efficientfor building brand health among customers

Cost of 1% uplift across E.ON brand measuresE.ON customers £000s

No uplift2010campaign

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All media contributed in some way to build brandhealth uplifts among non-customers

Contribution to change in brand metric% per medium

TV Newspapers TransportOnline

(inc NP)Radio Magazines

Familiarity 67% 22% 11%

Consideration 100%

Involvement 42% 12% 15% 30%

Recommendation 100%

Momentum 33% 33% 33%

Brand Image 20% 28% 30% 75% 15%

2010 campaign

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Newspapers more cost-effective than TVamong non-customers

Cost of 1% uplift across E.ON brand measuresNon-customers £000s

Caution Low spend

Caution Low spend

2010 campaign

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TV + Newspapers partnership delivergreatest campaign uplifts

Campaign brand uplift*E.ON customers % point

0.1 0.1

2.12.0

Contribution ofIndividual Media

Contribution ofMultimedia Synergies

Net effect inc. synergies2010 campaign

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TV + Newspapers partnership delivergreatest campaign uplifts

Campaign brand upliftNon customers % point

1.1

2.1 2.1

Contribution ofIndividual Media

Contribution ofMultimedia Synergies

0.9

Net effect inc. synergies2010 campaign

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TV plus newspapers increase customer advocacy

Uplifts in brand recommendationE.ON customers % point

7.0% pt uplift

Uplift in brand recommendation

2010campaign

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Multimedia effect boosts brand momentum

Uplifts in brand momentum% point

9.1% pt uplift

E.ON customers

8.8% pt uplift

Non-customers

2010campaign

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Newspapers enhance TV performance more than radio

Response to TV ad% agreeing

+10

+13

+11

+8

+3

+4

+4

+3

43

59

49

44

+ effectof NP

+ effectof R

MB TVNorm

2010 campaign

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TV involvement diagnostics

Norm: 698 TV ads

Recognise NP

TV + NP

TV + RD

Newspapers boost TV ad engagement more than radio

2010 campaign

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Newspapers deliver emotional impact

Advertising measures – Brand valuesHelps me connect and identify more stronglyTop 2 Box %

2010campaign

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Newspapers prompt 18% higher call to action

Advertising measures – Call to actionGives me a reason to go out and chooseTop 2 Box %

2010campaign

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Multiple newspaper executions makecampaigns work even harder

Advertising measures – Call to actionGives me a reason to go out and chooseTop 2 Box %

2009campaign