The birth of a new platform

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The birth of a new platform
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The local media revolution gains momentum
Today
April 2006
400
750
Over 700 new opportunities
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Scale Locality Involvement Ad Avoidance
ACTION
Demonstrating effectiveness6 brands (local
press)
Investigating link between local press and local
online
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Qualitative
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Quantitative
Famousbrands
diversecategories
oftenperceivedas national
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Local press famous for
confirmed in previous studies
The power of advertising in a wider local media
context local print online
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The crucial finding from Stage III is
advertising
share the same famous qualities
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The UKs new platform Local Media in action
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The local media campaign increased interest in
the category as a whole
Whether advertising campaign increased interest
in going to the cinema YES (net)

MEN Media M.E.N local paper
www.manchestereveningnews.co.uk
www.manchesteronline.co.uk Base All respondents
in Manchester who claimed to have seen each type
of ad/not seen ad
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Local print and online combined to boost
spontaneous awareness of the film
Spontaneous awareness of Pirates of the Caribbean
3 (POTC3)

Base All respondents
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In the media mix, local media was most effective
at promoting positive perceptions of the film
Opinion of POTC3 as a result of seeing the
advertising - MUCH BETTER

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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reinforcing positive brand image statements
POTC3 is a film that family and friends can
enjoy together Strongly Agree

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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and emphasising community values and personal
relevance
POTC3 has created real excitement amongst people
around me Strongly Agree

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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The MEN Media campaign increased Word Of Mouth
(WOM) for POTC3
Discussed POTC3 or the advertising I saw with
someone else

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad.
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generating most discussion amongst young people
(16-34s)
Discussed POTC3 or the advertising I saw with
someone else

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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Ads in local media encourage brand related action
in the future
Whether advertising campaign increased interest
in watching POTC3 YES (net)

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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and proved even more effective amongst 16-34s
Whether advertising campaign increased interest
in watching POTC3 YES (net)

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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encouraging continuing cinema attendance in the
next 3 months
How likely to see POTC3 in the cinema in next 3
months VERY LIKELY

Base All respondents not having already seen
film (respondents in Manchester who claimed to
have seen each type of ad/not seen ad)
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as well as promoting the viewing of previous
POTC films
Intended action in the next 3 months watch one
of the previous POTC films

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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and purchase/viewing of POTC3 on DVD when
released
How likely to buy or rent when released POTC3
VERY LIKELY

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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In the media mix, local media played its part in
promoting cinema attendance in Manchester
Went to the cinema to see Pirates of the
Caribbean 3 after seeing advertising

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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the ads in local media proved even more
influential amongst 16-34s
Went to the cinema to see Pirates of the
Caribbean 3 after seeing advertising

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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and the ad campaign directed traffic to the
POTC3 website
Watched the POTC3 trailer on the internet after
seeing advertising

Base All respondents in Manchester who claimed
to have seen each type of ad/not seen ad
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The UKs new platform Local Media in action
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www.thewantedads.co.uk