TVandNewspaper partnership for web

Views:
 
Category: Education
     
 

Presentation Description

No description available.

Comments

Presentation Transcript

Slide1: 

TV + Newspaper partnership builds brands

Slide3: 

TV solus TV + NP Brand measures – Bonding Millward Brown Brand Dynamics Pyramid top level Pre to post % points increase 5.25 times greater than TV solus Over 5 times the increase in Bonding with TV + Newspapers 0.8 4.2 Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide4: 

TV + NP TV solus NP solus Control Incremental effect 72% +50 +29 +34 Brand Impact - All brands TV + Newspapers increases Brand Impact by 72% Difference from Control Magnitude of brain response 66 45 50 16

Slide5: 

TV + NP TV solus NP solus Control Incremental effect 200% +48 +16 +20 Ad Impact - All brands TV + Newspapers boosts Ad Impact by 200% Difference from Control 71 39 43 23 Magnitude of brain response

Slide6: 

More than the result of 2 media exposures Brand Impact Brain response difference from Control Incremental effect of TV & NP Combined incremental effect of TV solus & NP solus 65 54 56 41 55 38 74 49 54 92 72 112 L’Oreal Kraft Guinness Yaris Shredded Wheat Walkers

Slide7: 

The same pattern for Ad Impact Ad Impact Brain response difference from Control Incremental effect of TV & NP Combined incremental effect of TV solus & NP solus 85 52 64 23 38 37 88 56 30 41 36 58 L’Oreal Kraft Guinness Yaris Shredded Wheat Walkers

Slide8: 

Double the increase in Brand Commitment TV solus TV + NP 2.1 times greater than TV solus 0.8 1.7 Brand measures – Brand Commitment ‘Likelihood to choose’ Pre to post % points increase Top 2 box % Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide9: 

Brand measures – Brand Involvement Emotional Identification ‘Someone I’d really like’ Pre to post % points increase Top 2 box % Double the increase in Brand Involvement TV solus TV + NP 2.2 times greater than TV solus 1.0 2.2 Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide10: 

Brand measures – Core Brand Image % endorsing primary image statement for each brand Pre to post % points increase More than twice the increase in Brand Image TV solus TV + NP 2.7 times greater than TV solus 3.5 9.3 Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide11: 

Advertising measures – Call to Action ‘Gives me a reason to go out and buy’ Top 2 box % 49% greater reason to buy with TV + Newspapers TV solus Any NP Incremental effect vs TV solus: 49% 43 64 TV + NP 57 Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide12: 

Advertising measures – Brand Values ‘Helps me to connect and identify more strongly’ Top 2 box % 47% stronger emotional identification TV solus Any NP Incremental effect vs TV solus: 47% 49 72 TV + NP 60 Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide13: 

Advertising measures – Re-appraisal ‘Surprising and gets me to think differently’ Top 2 box % Re-appraisal strengthened by 43% TV solus Any NP Incremental effect vs TV solus: 43% 51 73 TV + NP 64 Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide14: 

Advertising measures – Depth of Information ‘Gives me enough information to decide’ Top 2 box % Depth of Information increased by 21% TV solus Any NP Incremental effect vs TV solus: 21% 66 80 TV + NP 72 Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Slide15: 

TV ads are more actively engaging when seen in conjunction with newspapers Response to the TV ad % agreeing Source: Millward Brown; Base: Aggregate of six campaigns, 6000+ respondents

Newspapers reach brand consumers effectively...: 

Newspapers reach brand consumers effectively... Source: TGI GB 2007 Quarter 1 Brand users who are heavy/medium newspaper readers (3+)% 64% % Brand users who are light TV viewers (<20 hrs per week) Guinness Walkers Sensations Philadelphia Shredded Wheat 58% Garnier Nutrisse 57% 53% 59% 50% 63% 43% 53% 41%

Slide17: 

National newspapers compensate for the inherent weakness in commercial TV Men 16-24 AB London 25-44 C1 TV TV + Newspapers Women Adult TV & Newspaper Delivery Indexed Vs Population 112 109 92 87 75 112 94 122 68 116 89 109 145 83 88 111 South East Source: BARB Oct 06 – Mar 07/NRS Jul-Dec 06

authorStream Live Help