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Premium member 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+ respondentsSlide4: 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 WalkersSlide7: 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 WalkersSlide8: 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+ respondentsSlide9: 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+ respondentsSlide10: 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+ respondentsSlide11: 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+ respondentsSlide12: 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+ respondentsSlide13: 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+ respondentsSlide14: 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+ respondentsSlide15: 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+ respondentsNewspapers 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 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
TVandNewspaper partnership for web Tirone Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 98 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: January 21, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member 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+ respondentsSlide4: 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 WalkersSlide7: 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 WalkersSlide8: 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+ respondentsSlide9: 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+ respondentsSlide10: 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+ respondentsSlide11: 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+ respondentsSlide12: 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+ respondentsSlide13: 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+ respondentsSlide14: 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+ respondentsSlide15: 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+ respondentsNewspapers 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