Newspapers drive sales

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Newspapers drive sales
Newspapers Perfect Partner to TV
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there was clear evidence that newspapers
delivered incremental sales on top of TV and
promotions.
Jon Goldstone Vice President of MarketingWalkers
Fundamentally (and importantly!) the ads helped
shift boxes of cereal
Phil TomsProduct Group ManagerShredded Wheat.
The evidence for using national newspapers
alongside TV for Guinness is very strong...
newspapers have an additive and complementary
role, resulting in increased sales and
consideration.
Russell JonesMarketing DirectorGuinness
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A proven sales effect every time

• Independent sales analysis was commissioned for 5
  brands in 2006, through dunnhumby and TNS
  Worldpanel
• Every case showed a proven sales effect for
  newspaper advertising
• Just as the 7 cases analysed in 2005 (see chart
  13 onwards)

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Newspapers generate immediate 5 sales increase
Sales increase driven by newspapers during
campaign
8.8
4.9
4.7
3.9
2.3
Average uplift during campaign
Guinness
Walkers Sensations
Garnier Nutrisse Ravishing Reds
Shredded Wheat
Source dunnhumby 2006
6
Newspapers sustain sales increases
Sales increase driven by newspapers post
campaign
4.1
3.5
GuinnessPost campaign
Shredded WheatPost campaign
Source dunnhumby 2006
7
TV plus Newspapers drives 26 sales uplift
Advertising effect on Philadelphia sales by
media exposure Total uplift 26
25
TV solus
61
TV NP
14
NP solus
28 day sales effect
Source TNS Worldpanel 2006
8
Newspapers advance normal price sales
Incremental Kraft Philadelphia Sales Normal
price vs. Multi-buy sales
Multi-buy
32
68
Normal Price
NP solus
Source TNS Worldpanel 2006
9
Higher OTS increases sales uplift
Sales increase driven by higher OTS
6.3
1-2 OTS
3 OTS
5.4
4.8
4.4
3.9
3.8
3.7
3.3
Shredded Wheat during
Shredded Wheat post
Guinnesspost
Guinnessduring
Source dunnhumby 2006
10
Newspapers boost penetration by up to 16
Newspaper advertising effect on Shredded Wheat
Penetration increase

• In the majority of cases, newspapers drove new
  penetration to increase sales
• Shredded Wheat relative penetration increased by
  16.2

16.2
14.4
During
Post
Source dunnhumby 2006
11
Newspapers deliver brand halo effect
Newspaper advertising effect on Garnier Nutrisse
and Shredded Wheat sales during campaign
increase
8.8
4.7
4.3
3.9
Total Garnier Nutrisse
ShreddedWheat
Total Shredded Wheat range
RavishingReds
Source dunnhumby 2006
12

• dunnhumbys loyalty programme data has again
  provided unique insights into the effectiveness
  of newspaper advertising. In particular we have
  seen that newspaper campaigns increase sales by
  driving new customers into the brand, and that
  multiple exposures lead to stronger effects.

Martin Hayward Director of Consumer Strategy and
Futures dunnhumby
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2005 EffectivenessCase Studies
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Newspapers generate up to 13 immediate sales
uplift

• The highest uplift was 13 for new Listerine
  Citrus
• Average uplift across the five brands was 6.3
  during campaign
• Average sales increase for four brands showing a
  sales effect post campaign was 3

Average sales increase driven by newspapers,
2005
6.3
3
During campaign
Post campaign
Source dunnhumby 2005
15
Double the sales increase at higher OTS
Average sales increase driven by newspapers,
2005

14
8
During campaign
Post campaign
Source dunnhumby 2005
16
Meaty sales with Newspapers

• An econometric analysis was undertaken for Bakers
  Meaty Meals by DDB Matrix on behalf of Nestlé
• Newspapers delivered 10 sales uplift for the
  variant
• Plus a further 1million halo effect on total
  Bakers sales

Source DDB Matrix 2005
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Newspapers delivered a 10 sales uplift
10 for variant
200
180
Natural Growth
160
Newspapers Contribution
140
1m halo effect for total Bakers
Press GPRs
120
100
Meaty Meals Volume Sales
80
60
40
20
0
22 Jan 05
5 Feb 05
19 Feb 05
5 Mar 05
2 Apr 05
19 Mar 05
Week ending
Source DDB Matrix 2005
18
Newspapers improved Andrex bottom line

• Andrex Moistened sales rose 26 in two months as
  a result of adding newspapers toin-store
  promotions
• Simultaneously 34 more households bought the
  brand as newspapers created there-appraisal
  needed to attract new users

Source Kimberly Clark 2005
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Sales grow with brand news
A new mouthwash variant, Listerine Citrus grew
by 13 more than expected in Tesco as a result of
newspaper advertising.
Source dunnhumby 2005
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Sales grow with brand news
Domestos Bleach Cleaning Spray posted a high
increase of 11.
Source dunnhumby 2005
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Brand building campaign also drives sales

• The Müller campaign was the strongest campaign
  for delivery of extra sales value
• Generating an additional uplift of 2.5 across
  the short and medium term

Source dunnhumby 2005
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Newspapers generate brand halo effect
Brand halo effects detected for Bakers Meaty
Meals, Sure range, total Domestos and Listerine.
Source dunnhumby 2005