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December 2011
Newspaper Creative Benchmark Report Australian Grown
It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works.
A monthly study designed;
•To measure and identify the effectiveness of newspaper creative
•To help improve understanding of how to use newspapers effectively
•To improve the understanding of the roles newspaper advertising can play
•To improve the standard of newspaper creative
•To provide a consistent metric that is accepted as the industry standard
Australian Grown was included in the December 2011 study
Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television
Comparison of creative against category averages
on a monthly basis
Comprehensive analysis of how newspapers can best be used to influence purchase behaviour
The Newspaper Works’ effectiveness partner:
• The Australian Grown ad was one of three ads tested in Sydney
• Sample: Australians 16+
• Sample size: 102
• Fieldwork: 2ND – 12TH December 2011
• Conducted online by Ipsos MediaCT
• Benchmarks used: Government Average (see appendix for details)
• Nb: As this ad came from an industry group rather than a “brand” or “retail” advertiser, we elected to use a modified version of the Government survey as the most relevant set of questions to determine ad outcomes
• We specify in the report the use of either Government averages, or Newspaper norms.
Core Research Measures
Top Line Measures RoleMap InfoMap
• Ad recognition• Advertiser linkage • Notice / Memorability • Message Comprehension
How people respond to & interpret newspaper ads
Evaluates how the ad is delivering information
Newspaper Creative Diagnostics
Idea Gauge Ad Outcome
Measures how people respond to the look of an ad
Measures how people view the ad’s creativity
Measures how well the ad impacted awareness, attitude & behaviour
Market: SydneySize: StripPosition: EGNTested: December 2011
The ad performs significantly higher than the average for positive creative diagnostics and is easy to understand, highlighting an
important issue.
Significantly different to Government Average at 90% c.l.
Government Average
Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research. Low scores for brand recognition
are typical of “industry” non-branded ads, however the level of interest was significantly higher than Newspaper Norms.
Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research
Significantly different to All Newspaper Norm/ Government Average at 90% c.l.
* Caution – small sample.
*
+36
All Newspaper norm
Branding removed
Key themes identified included ‘imported food
products’ and ‘standards’
A resounding 65% of respondents indicated a clear message comprehension. A further 22% mentioned food in other contexts.
The ad is rated as well-written, clever, imaginative and attention grabbing.
Significantly different to Government Average at 90% c.l.
Idea Gauge Measures how people view the ad’s creativity
Government Average
Information delivery is significantly above Government averages. The information provided was important
and relevant to respondents.
InfoMapEvaluates the information being communicated on it’s value, relevance, reaction and impact
Provides important information
MAP
Provides necessary
information
For people like me
Likely to get
people talking Confrontin
g
Offensive
Convincing
Believable
Government Average
Significantly different to Government Average at 90% c.l.
Most ads of this type perform well against Public Agenda. In addition, this ad has achieved significantly high scores on other key Roles including Information and Call to Action versus
Newspaper Norms
Newspaper Norm
Government Average
The ad has performed well overall against these measures. It has done particularly well at driving awareness of the importance of buying Australian grown produce and a large number of respondents are likely to change their
behaviour as a result
Ad Outcomes How the ad made people think
Government Average
Comparison to other ads
Produce Safety Messages
Tested: December 2011This ad from AQUIS dates from 2007, and was tested as part of a Federal Government Creative Benchmarking review in 2010
Newspaper Norm
Government Average
The AQUIS ad from 2007/8 achieved strong scores for Extension off the back of a large TV campaign
(and helped by the popularity of the TV show, Border Security)
The ‘Australian grown’ message
February 2011 October 2009
December 2011
‘Aussie’ provokes good feelings
Australian Grown is an overall strong performer, literally scoring off the chart for Public Agenda. The ‘Aussie Apples’ industry ad series has generated high levels of
Affinity, Reappraisal and Call to Action, while Berri’s commitment to Australian grown produce generates both Affinity and Call to Action for their brand.
6.2x Higher than
norm
5x Higher than
norm
2.1x Higher than
norm
2.9x Higher than
norm
7.8x Higher than
norm
3.8x Higher than
norm
All newspaper norm. Dec 2011 (Updated monthly)
• This ad from ‘Australian Grown’ achieves high scores against many of not most of our Creative Benchmarking metrics• We would consider this to be a high performing ad
• The ad achieved high scores for positive Creative Diagnostics and in particular for ‘Highlights an Important Issue’
• Corresponding with that, the RoleMap scores for being relevant to the Public Agenda were very high, and in fact the ad did significantly well across 5 out of 6 key roles of newspapers.
• The ad did an excellent job at raising awareness of the issue, and leading to a strong potential for behavioural change in considering the origin of produce.
• The ad was seen as being believable, convincing, and providing important information.• Overall, this ad does an excellent job of setting the agenda for a public issue, as well as providing
proof points for a specific point of view.
Appendix
• Established in 2006 by the major Australian newspaper publishers:– News Limited
– Fairfax Media (including Rural Press)
– APN News and Media
– West Australian Newspapers
• Represents paid national, metropolitan, regional and community titles.
• Primary aims:– To promote newspapers as a powerful medium for advertisers
– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape
Creation of All Newspaper norms
• Testing of randomly selected newspaper display ads• 5,100 ad observations in total• 40 test ads, 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737
Creation of the Government Average
• Government benchmarking study tested a range of state and federal government newspaper display ads (38 in total)
• 100+ interviews per ad, 4,500+ ad observations in total• Coverage of five mainland state capitals• Population representative sample• Conducted online by Ipsos Media CT, May 2010 • Sample size 1,525 people 16+ (population representative)• Government average is based on 20 ads selected by Ipsos MediaCT to
represent a cross section of government advertising in newspapers
Newspapers are a powerful medium to utilise across a broad range of strategic roles.
Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.
Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.
Retail average
Statements are tailored to be appropriate to the advertising category.
Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation.
Retail averageStatements are tailored to be appropriate to the advertising category.
