Comparison Sites

Source: NMR MAT May 2012

% Share

Source: NMR MAT May 2012

% Share

Source: NMR MAT May 2012

Finance

% Share

Source: NMR MAT May 2012

Motors

% Share

Source: NMR MAT May 2012

Utilities - residential

% Share

Source: NMR MAT May 2012

Broadband(incl broadband

+TV/Landline ads)

% Share

Source: NMR MAT May 2012

Consumer mobile networks

% Share

A -TV & Sunday Press

B -TV, Sunday & Monday Press

0

10

20

30

40

50

60

70

80

90

1001 week

A - TV & Sunday Press

B - TV Sunday & Monday Press

0

10

20

30

40

50

60

70

80

90

100

4 weeks

Adults, 30” & Clr 25x4’sA – TV & Sunday press 233 TVRs + 10 GRPs per week B – TV, Sunday & Monday press 113 TVRs + 68 GRPs per week 1+ 5+ 10+

Newsbrands – heavily skew towards “active” consumers (e.g. automotive)

Source: NRS Oct 12 – Sep 13

190 188

101

112

77

90

109

103

82

119

114

74

110108

86 85

190

132

90

162

123

105

87

188

134

103

160

122

104

88

Own a car

Own a new car

Plan to buy a new car in next 6 months

H'Hold plan to buy new car in next 6 months

Age profile

Under

1818-24 25-34 35-54 55+

Source: comScore May 2013

Key objectives

• Drive web visits

• Increase consideration

• Communicate breadth of offer

• Differentiate from competitors

England & Wales

Money products (newsbrands only)

Scotland

Motor insurance (with TV)

Two tests

Average increase in web visits for money products

in England and Wales

Newsbrands successfully increased visitor traffic for a wider range of products

Newsbrands successfully increased enquiries for motor insurance in Scotland

The effect of Newsbrands activity was seen on the same day

Short-term average ROI for newsbrands

Expected long-term ROIfor newsbrands

Newsbrands platforms performed well. Tablet performed especially well.

0.33% 0.12% 0.24%

0.24 0.57 1.85

PRINT ONLINE TABLET

Site visits generated

Incremental visits per £ spent

Newsbrands drive brand differentiation and preference

% difference in change of perceptions of the brand.Newspaper readers vs all sample

Saves me lots of money

Their advertising makes me think better of them

than I used to

Is the first site I would go in future when looking for

savings and borrowing

Are better than other comparison websites

SCOTLAND

Newsbrands drive brand differentiation and preference

% difference in change of perceptions of the brand.Newspaper readers vs all sample

Offer a broad range of savings and

borrowing products

Saves me lots of money

Is the first site I would go in future when looking for

insurance products

Are better than other comparison websites

ENGLAND & WALES

Newsbrands drive consideration, especially among young people

+8%Increase in consideration among 18-34s

Large increase in claimed recent visits by 18-34s

Young audience highly responsive to

newsbrand advertising

SUMMARY

Newsbrands drove website visits and enquiries

Campaign increased brand differentation

SUMMARY

SUMMARY

Newsbrands supercharged TV

A new young audience was engaged

SUMMARY

A new young audience was engaged

SUMMARY

Considerationincreased

SUMMARY

Newsbrands included in currentand future media plans

MEDIA PLAN

ed ed ed

Sue Unerman

with

JoRigby

GarethHelm