Demonstrating ad effectiveness in the regional and local press

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Demonstrating ad effectiveness in the regional
and local press

• Prepared by The Newspaper Society

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The Newspaper Society

• Since 1836
• Membership organisation
• Represents the UKs 1,300 local newspapers (99)
• From the UKs biggest newspaper
• the Sunday Post (ABC 634,585)
• to the smallest - Northallerton, Thirsk
  and Bedale Times (ABC 930)

Source ABC July-Dec 2000
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The regional press

• The UKs second largest medium
• 40m readers per week, 84 coverage
• 2.8m advertising revenue
• 20 advertising market share
• Share of national display just 4
• Relative high complexity and time, and low
  cost-efficiency of advertising in the medium
  discourages use.

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Creating new perspectives

• Industry-wide generic marketing campaign
• Objective raise the mediums profile deal with
  our customers concerns and objections
• Strategy understand the problems our customers
  face address them systematically through a
  series of major initiatives

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Advertising effectiveness

• Lack of research a major problem for 17 of
  respondents (25 of advertisers)
• An increasingly important issue
• Increasingly competitive media market
• Marketing budgets under pressure
• Other media (magazines and radio) have had some
  success
• Selected as number 1 solution from a list of 30
  (52 of respondents)

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Issues to tackle
Source Now
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objectives

• Can a FMCG brand, non-traditional user make
  effective use of regional press?
• Can we deliver recall and awareness of ads?
• Can we add to the high cumulative ad recall?
• What about attribution and misattribution?
• Will this convert into increased sales?

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test campaign

• East Anglia and Tyne Tees, 15 evenings
• Full-colour pages, twice a week
• Stage 1
• Pre- post- awareness recall study to support
  Mediaspan study

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• Both unprompted and prompted awareness of any tea
  brand advertising increased over the campaign
  period.
• PG Tips in particular benefited from the
  advertising.

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Unprompted awareness of recent tea advertising
Source NEMS
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Prompted awareness of recent tea advertising
Source NEMS
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• Due to its heavy use of TV, attribution to TV
  would always be high.
• However, attribution to local press grew
  significantly over the 4 weeks, while TVs
  declined.

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Media attribution
Source NEMS
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• Prompted recall of the press ad almost doubled
  over the campaign period.
• Recall grew highest among frequent readers (those
  most exposed to the campaign) to more than 50 of
  readers.

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Prompted awareness of press ad
Source NEMS
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• Those stating that they were more likely to buy
  PG Tips increased by 15 post-campaign, from 5
  to 20

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Likelihood of buying after seeing ad
Source NEMS
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Summary of research
Source NEMS
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but what does that mean in terms of sales?
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test campaign

• East Anglia and Tyne Tees, 15 evenings
• Full colour pages, twice a week
• Stage 1
• Pre- post- awareness recall study to support
  Mediaspan study

• Stage 2
• Analysis of purchase data by readers
• Taylor Nelson Sofres SuperPanel captured the live
  data

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SuperPanel

• 15,000 households nationwide
• Purpose-built hand-held barcode scanning
  equipment in home
• All family members scanning all grocery purchases
• Questionnaire issued twice a year
• Covers media consumption by media

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Background to the tea market
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Expenditure brand share of tea market (hidden,
for reference)
Size of market 000s
433,961
414,440
394,890
Source TNS SuperPanel
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Brand share of the tea market
Source TNS SuperPanel 52 w/e 04.02.01
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Store share of the tea market, by retailer
Source TNS SuperPanel 52 w/e 04.02.01
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Brand share () within total tea market
Test period
Weekly data smoothed
Source TNS SuperPanel
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The performance of PG Tips sales in test
control regions
PG Tips enjoys a share gain of an additional 2.3
share points in the Test Regions when compared
with the Control Regions
Pre 2 we 27 Feb - 2 we 05 Nov (38 weeks) Post
2 we 19 Nov - 2 we 28 Jan (12 weeks)
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To what extent is this increase attributable to
regional press advertising or other factors?
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Readers of local/regional evening
newspapersSample Sizes
All regions Anglia Tyne Tees Any Reader
3806 262 251 Almost Always 1354
102 106 Casual Readers 1851 153
128 Non Readers 3717 294 261
Any read in past year Any not read in past
year
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The performance of PG Tips sales in test
control regions
Share increase (share points) post v-
pre-advertising period
Pre 2 we 27 Feb - 2 we 05 Nov (38 weeks) Post
2 we 19 Nov - 2 we 28 Jan (12 weeks)
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PG Tips value share of total tea marketTest v-
Control (Tesco only)
Test period
Tesco in-store promotion
Weekly data smoothed
Source TNS SuperPanel
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PG Tips value share of total tea marketTest
regions (Tesco only)
Test period
Tesco in-store promotion
Source TNS SuperPanel
Weekly data smoothed
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Summary of initial sales analysis

• Sales growth strong in test regions
• Data indicated presence of other promotional
  activity in test regions, in addition to press
  advertising
• Tesco promotion identified particularly affected
  Anglia data, due to store strength in region
• Tyne Tees provided clearer case study to
  investigate

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Findings within Tyne Tees
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Expenditure on PG Tips ()Tyne Tees
Source SuperPanel 52 Week end 04/02/01 Respondent
s to the mediaSPAN questionnaire
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• Expenditure on PG Tips grew by far more among
  frequent readers than among non-readers.
• The differential between volume and value among
  non-readers demonstrates that non-reader purchase
  was in response to price promotion rather than
  advertising.
• Among frequent readers, it was more clearly in
  response to the advertising.

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Average weight of purchase PG TipsTyne Tees
AWP ()
AWP (Volume)
AWP () average per capita spend over 4 weeks
AWP (vol) average per capita volume over 4 weeks
Source SuperPanel 52 Week end 04/02/01 Respondent
s to the mediaSPAN questionnaire
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• Compared to non-readers, therefore, frequent
  readers
• Spent more in total, on PG Tips
• Spent more per capita
• Purchased a higher volume

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• Furthermore, sales growth among frequent readers
  both significant and was sustained beyond the
  campaign period
• Sales growth was significantly higher than
  amongst non-readers

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Average weight of purchase () PG TipsTyne Tees
(during post-campaign vs. prior)
Source SuperPanel 52 Week end 04/02/01 Respondent
s to the mediaSPAN questionnaire
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• During the campaign period
• Total spend on PG Tips increased by 7 more among
  frequent readers than non-readers, relative to
  each groups usual purchase behaviour
• Spend per capita increased amongst almost always
  readers by 39p to an average 2.61 11 greater
  than any change among non-readers
• Volume per capita increased by 7 more among
  almost always readers than non-readers
• Conclusion this proves that regional press
  advertising shifts product

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Frequent vs. non-readersPG Tips, Tyne Tees
Source Superpanel 52 Week end 04/02/01 Respondent
s to the mediaSPAN questionnaire
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At the same time, the market share of PG Tips
main competitor fell in the region
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Market share () TetleyTyne Tees
Source SuperPanel 52 Week end 04/02/01 Respondent
s to the mediaSPAN questionnaire
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Summary

• This test proved that
• The regional press does deliver recall and
  awareness
• Regional press advertising can drive incremental
  purchasing of a grocery brand
• The response is most pronounced amongst most
  frequent readers
• Positive advertising effects are sustained beyond
  the advertised week
• Exposure to regional press advertising can divert
  purchasing away from a key competitor
• Regional press advertising adds unique sales
  gains over and above those achieved by concurrent
  in-store promotion