National Newspapers Fingertip facts

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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 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 buysPage colour campaignCampaign
reach 19.5m70 cover _at_ 5 OTS
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Buy dog food
370k buys25x4 colour campaignCampaign
reach 5.6m70 cover _at_ 5 OTS
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Eat Walkers crisps at least once a week
350k buys25x4 colour campaignCampaign
reach 13.8m70 cover _at_ 5 OTS
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Prepared to pay more for foods that dont
contain additives
1.2m buysPage colour campaignCampaign
reach 15.2m70 cover _at_ 5 OTS
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Used probiotic yoghurt in last week
1m buysPage colour campaignCampaign reach
10.5m70 cover _at_ 5 OTS
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Spend at least 5 per month on skincare products
1.2m buysPage colour campaignCampaign
reach 9m70 cover _at_ 5 OTS
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Used hay fever remedies in last 12 months
410k buys24x5 colour campaignCampaign
reach 6.2m70 cover _at_ 5 OTS
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Take vitamins or other supplements at least once
a week
460k buys24x5 colour campaignCampaign
reach 12.7m70 cover _at_ 5 OTS
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Drank 5 or more pints of lager in last week
250k buys24x5 colour campaignCampaign
reach 2.6m70 cover _at_ 5 OTS
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Drank malt whisky in last month
350k buys24x5 colour campaignCampaign
reach 3.2m70 cover _at_ 5 OTS
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Drink at least one measure of vodka a week
270k buys24x5 colour campaignCampaign
reach 2.6m70 cover _at_ 5 OTS
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Took out a mortgage in the last 12 months
1.1m buysPage colour campaignCampaign
reach 1.4m70 cover _at_ 5 OTS
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Have a loan
400k buys24x5 colour campaignCampaign
reach 9.3m70 cover _at_ 5 OTS
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Spend 500 or more per month on credit cards
1.1m buysPage colour campaignCampaign
reach 2.6m70 cover _at_ 5 OTS
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Acquired a supermarket credit card in the last 12
months
350k buys25x4 colour campaignCampaign
reach 300,00070 cover _at_ 5 OTS
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Have taken out Tesco car insurance
410k buys25x4 colour campaignCampaign
reach 1.1m70 cover _at_ 5 OTS
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Have taken out buildings and contents insurance
direct from the company in the last 12 months
440k buys25x4 colour campaignCampaign
reach 3.5m70 cover _at_ 5 OTS
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Have taken out life assurance direct from the
company in the last 12 months
370k buys25x4 colour campaignCampaign
reach 4.7m70 cover _at_ 5 OTS
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Personal income of at least 40k
840k buysPage colour campaignCampaign
reach 2m70 cover _at_ 5 OTS
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In full-time employment
400k buys25x4 colour campaignCampaign
reach 12.7m70 cover _at_ 5 OTS
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Travelled by air on business in last year
950k buysPage colour campaignCampaign
reach 4.3m70 cover _at_ 5 OTS
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Obtained new car in last 12 months
1.2m buysPage colour campaignCampaign
reach 2.8m70 cover _at_ 5 OTS
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Bought a computer in last 12 months
1.1m buysPage colour campaignCampaign
reach 6m70 cover _at_ 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
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More reach in Newspapers
400k buys one of
300k buys one of
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Newspaper Same reach as 6 sheets, less cost
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Newspaper vs 48 sheets
700k buys one of
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Newspaper reach more adults than online
1m buys one of
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Newspaper reach more 18-34s than online
350k buys one of
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Newspaper reach more ABC1 women than online
600k buys one of
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Newspaper reach more ABC1 women than womens
magazines
400k buys one of
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Newspaper reach more 18-34s than magazines
350k buys one of
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Newspaper reach more ABC1 men than magazines
at less cost
350k buys one of
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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
25 x 4 colour
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Campaign cost of newspapers
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
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Targeting 16-34 men in newspapers less wastage
than on TV
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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 profileNewspapers vs TV
The Sun Daily delivery
X Factor Final (ITV)2007 Reach of best spot
Big Brother Final (C4)2007 Reach of best spot
Spiderman 3 Top 16-34 film 2007 Reach in first
week
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Demographic profileNewspapers vs TV
If you are targeting young and upmarket
consumers, newspapers are a good fit with TV
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Newspapers TV shows age class map
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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
London ITV area
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Nationals natural London upweight is even
stronger for ABC1s
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
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National newspapers even up the battle to reach
the London Audience
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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