Newspaper advertising

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National Newspapers – Fingertip facts

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The costs cited in this booklet are ballpark estimates of market costs in 2008. A number of factors can influence the eventual price.

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

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Campaign cost & cover – selected groupsNational newspapers offer a cost-effective way to

engage with consumer across a range of products and services

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Main supermarket shopper

£1.2m buys…

Page colour campaign

Campaign reach: 19.5m

70% cover @ 5 OTS

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Buy dog food

£370k buys…

25x4 colour campaign


70% cover @ 5 OTS

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Eat Walkers crisps at least once a week

£350k buys…



70% cover @ 5 OTS

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“Prepared to pay more for foods that don’t contain additives

£1.2m buys…



70% cover @ 5 OTS

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Used probiotic yoghurt in last week

£1m buys…



70% cover @ 5 OTS

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Spend at least £5 per month on skincare products

£1.2m buys…


Campaign reach: 9m

70% cover @ 5 OTS

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Used hay fever remedies in last 12 months

£410k buys…



70% cover @ 5 OTS

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Take vitamins or other supplements at least once a week

£460k buys…



70% cover @ 5 OTS

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Drank 5 or more pints of lager in last week

£250k buys…



70% cover @ 5 OTS

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Drank malt whisky in last month

£350k buys…



70% cover @ 5 OTS

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Drink at least one measure of vodka a week

£270k buys…



70% cover @ 5 OTS

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Took out a mortgage in the last 12 months

£1.1m buys…



70% cover @ 5 OTS

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Have a loan

£400k buys…



70% cover @ 5 OTS

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Spend £500 or more per month on credit cards

£1.1m buys…



70% cover @ 5 OTS

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Acquired a supermarket credit card in the last 12 months

£350k buys…


Campaign reach: 300,000

70% cover @ 5 OTS

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Have taken out Tesco car insurance

£410k buys…



70% cover @ 5 OTS

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Have taken out buildings and contents insurance direct from the company in the last 12 months

£440k buys…



70% cover @ 5 OTS

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Have taken out life assurance direct from the company in the last 12 months

£370k buys…



70% cover @ 5 OTS

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Personal income of at least £40k+

£840k buys…


Campaign reach: 2m

70% cover @ 5 OTS

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In full-time employment

£400k buys…



70% cover @ 5 OTS

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Travelled by air on business in last year

£950k buys…



70% cover @ 5 OTS

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Obtained new car in last 12 months

£1.2m buys…



70% cover @ 5 OTS

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Bought a computer in last 12 months

£1.1m buys…


Campaign reach: 6m

70% cover @ 5 OTS

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Cover & cost vs other mediaNewspapers vs other media cost & cover comparison

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Newspaper costs vs TV

Newspapers300 GRPs

Page colour

TV 300 TVRs30 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

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More reach in Newspapers

ABC1 adults Reach & frequency

Nationals – 25x4 colour 74% @ 4.3 OTS

Radio – 30 seconds 48% @ 9.3 OTH

£400k buys one of…


18-34 men Reach & frequency

Nationals – 25x4 colour 73% @ 4.3 OTS

Radio – 30 seconds 56% @ 9.5 OTH

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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

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Newspaper vs 48 sheets

18-34 men Reach & frequency

Nationals – Page colour 70% @ 4 OTS

48 sheets – 2500 x 2 weeks 70% @ 13 OTH


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Newspaper reach more adults than online

All adultsNumber reached

Reach of UK population

Nationals – Page colour 34m 72% @ 4 OTS

Online MPU ad 20m 42% @ 5 OTS

£1m buys one of…

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Newspaper reach more 18-34s than online

18-34 adultsNumber reached


Nationals – 25 x 4 colour 9m 67% @ 4.5 OTS

Online banner ad 7m 54% @ 5 OTS


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Newspaper reach more ABC1 women than online

ABC1 womenNumber reached


Nationals – 25 x 4 colour 10.4m 75% @ 6 OTS

Online MPU ad 6.5m 48% @ 5 OTS


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Newspaper reach more ABC1 women than women’s magazines

ABC1 women Reach & frequency

Nationals – 25 x 4 colour 70% @ 4.2 OTS

Women’s magazines Page colour

49% @ 6.3 OTS


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Newspaper reach more 18-34s than magazines

18-34 adults Reach & frequency


Magazines – Page colour 62% @ 5.9 OTS


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Newspaper reach more ABC1 men than magazines – at less cost

ABC1 men Reach & frequency


Magazines – Page colour 46% @ 5.1 OTS


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Campaign costs by audienceThe entry cost of a 300 GRPs newspaper

campaign delivering c 70-75% cover

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Campaign cost of newspapers

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

25 x 4 colour

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Campaign cost of newspapers

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

Page colour

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Newspaper coverage buildNewspaper deliver fast coverage build

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Newspapers

Daily reach…

23 million readership(48% of adults)

Weekly reach…

36 million readership(74% of adults)

Source: NRS Jul-Dec 2007

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Coverage build in national newspapers

Source: NRS

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Less wastage with newspapersTargeting young adults in national newspapers will

reach a higher proportion of your audience with less waste than on TV

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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%

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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%

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Demographic profile: Newspapers vs TVEven blockbuster TV shows that target young adults struggle to deliver more 16-34s than The Sun does,

by itself, every day!

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Demographic profile:Newspapers vs TV

The SunDaily delivery

X Factor Final (ITV)

2007Reach of best spot

Big Brother Final (C4)

2007Reach of best spot

Spiderman 3Top 16-34 film 2007

Reach in first week

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Demographic profile:Newspapers vs TV

If you are targeting young and upmarket consumers, newspapers are a good fit with TV

Newspapers & TV shows – age & class map

Newspapers & TV shows – age & class map

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National newspapers strong in London

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National newspaper are naturally strong in London

AdultsNationaldelivery

London*delivery

Cover 72% 80%

OTS 4.2 4.6

GRPs 300 365

Natural conversion + 22%

*London ITV area

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Nationals’ natural London upweight is even stronger for ABC1s

ABC1 AdultsNationaldelivery

London*delivery

Cover 74% 83%

OTS 4.1 4.1

GRPs 300 380

Natural conversion + 27%

*London ITV area

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Newspapers’ regional profile fits well with TVNational newspapers’ strength in London &

South East is a good fit with heavier TV viewing in Midlands, North & Scotland

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TV viewing is weaker in London

ABC1 adult TVRs

London 217

Rest of UK average 320

National average 300

Pg 57National newspapers even up the 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

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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

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TV ratings: examples from grocery and supermarket categories

Documents

Newspaper advertising