Proving the Effectiveness of Irish News Brands - NewsBrands Ireland
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Proving the Effectiveness of Irish News Brands
CHALLENGING THE PERCEPTIONS OF
THE EFFECTIVENESS OF PRINT
ADVERTISING
Nobody reads Newspapers It’s easier and
newspapers are only read more effective
any more by the older online
population
OVERALL EFFECTIVENESS OF PRINT
ADS IS ON THE INCREASE
(Ad effectiveness index is calculated taking the scores for recall, engagement
and action)
204
178 179 171
157
143
2013 2014 2015 2016 2017 2018
MORE
PRINT REMAINS A STRONG MEDIUM PEOPLE ARE
Noticing
Engaging
Taking Action
2018
ON PRINT
ADS
2013 2018
2013
70% 2018
54% 52% 2013
40%
28%
17%
RECALL ENGAGEMENT ACTION
AND THE
PRINT REMAINS A STRONG MEDIUM ADS ARE
More original
More likeable
Providing more
benefit
FRESH OVERALL BENEFIT
APPROACH IMPRESSION
2013 41% 2013 34% 2013 23%
2018 51% 2018 48% 2018 35%
LARGER ADS CONTINUE TO GAIN
ADDITIONAL RECALL
55% 70%
2013 2018
41%
Quarter Page Full Page
62%
Quarter Page Full Page
MEDIA COMPARISONS
Print Web TV Content Marketing Print Radio
59 59
52 52
50 49 49 49
47
46
41 43
40
36
33
32
27 26 27
26
Ad Recall Sender Identification Emotional Reaction New Information
6,037 print, 299 web, 997 content marketing, 353 TV, 151 radio
An Independent Study to Evaluate the Effectiveness of Irish News Brands
METHODOLOGY 1,300
responses
• Online survey sent out to 3 different respondent sources
• RAM clients’ panellists in Ireland
• Publishers invitations via website links
• External independent panel
• Fieldwork period Client
Panels
• 20th March – 30th March 2018 External
35%
• Independently managed by Research & Analysis of Media panel
48%
• 5 advertisers were identified and effectiveness of the
campaigns were evaluated across the Newsbrands
Irelands titles in which they were appearing. Publisher
• Respondents were shown the ads, and then asked their Links
opinions using RAM’s standard effectiveness questionnaire 17%
THE SURVEY – Who we spoke to
CENSUS SURVEY
15 - 29 15 - 29
24% 16%
30 - 49 30 - 49
3 - 49
38% 38%
47% 53%
50+ 50+
39% 46%
Base: Total Sample: 1,300 respondentsCHALLENGING THE PERCEPTIONS OF
THE EFFECTIVENESS OF PRINT
ADVERTISING
63% of our 49% of under 30 year Newspaper
olds rely more on advertising
audience are
traditional
regular readers of effectiveness
newspapers for
dailies – 46% for trustworthy has increased in
Sundays information the last 5 years
This compares to TGI industry data of
56% read a daily almost always/quite often
46% for Sundays almost always/quite oftenNEWSPAPERS CONTINUE TO PROVIDE PRINT
TRUSTWORTHY & USEFUL
INFORMATION
66% 60% 52%
BEST SOURCE BEST SOURCE FOR ADVERTISING
FOR LOCAL NEWS NATIONAL/ PROVIDES USEFUL
INTERNATIONAL INFORMATION
NEWS
63% 49% 56%
TRUSTWORTHY MORE MORE RELIABLE
SOURCE FOR TRUSTWORTHY THAN OTHER MEDIA
NEWS THAN OTHER MEDIA CHANNELS
CHANNELS
Base: Total Sample: 1,300 respondentsMOST TRUSTWORTHY NEWS
CONTENT
(% who ranked media as number 1
NEWSPAPERS TELEVISION RADIO INTERNET/WEB SOCIAL MEDIA MAGAZINES
45% 22% 15% 13% 3% 1%
1. 2. 3. 4. 5. 6.
Base: Total Sample: 1,300 respondentsMOST INTRUSIVE MEDIA
(% who find advertising intrusive)
Social Media 66
Internet/Web 66
Television 53
Radio 40
Cinema 32
Magazines 25
Newspapers 20
Outdoor 18
Base: Total Sample: 1,300 respondentsTHE CASE STUDIES
THE RAM METRICS
1 RECALL Do people remember seeing the ad
2 RECOGNITION Were people aware of the brand
3 ENGAGEMENT
Did people engage with the ad – creativity, benefit,
likeability, trigger emotion
4 ACTION
Are people going to look for more information, visit the
website, buy somethingPROVING THE VALUE OF
NEWSBRANDS IRELAND
Ad Industry
75
59 58
51 51 50
46
23
Recall Recognition Engagement Action
Base: Regular readers of the titles in which the ad appeared
Industry Benchmarks based on 150 travel case studies from UK & Ireland between 2013 & 2018PROVING THE VALUE OF
NEWSBRANDS IRELAND
81 Ad Industry
74
61 59
43
39
34
18
Recall Recognition Engagement Action
Base: Regular readers of the titles in which the ad appeared
Industry Benchmarks based on 88 Telecoms case studies from UK & Ireland between 2013 & 2018PROVING THE VALUE OF
NEWSBRANDS IRELAND
Ad Industry
60
52 51
49
40 38
15 15
Recall Recognition Engagement Action
Base: Regular readers of the titles in which the ad appeared
Industry Benchmarks based on 100 motoring case studies from UK & Ireland between 2013 & 2018PROVING THE VALUE OF
NEWSBRANDS IRELAND
Ad Industry
75
70
66 65 64
51 53
32
Recall Recognition Engagement Action
Base: Regular readers of the titles in which the ad appeared
Industry Benchmarks based on 198 supermarket case studies from UK & Ireland between 2013 & 2018PROVING THE VALUE OF
NEWSBRANDS IRELAND
Ad Industry
60
56 55
50 49
41
26
20
Recall Recognition Engagement Action
Base: Regular readers of the titles in which the ad appeared
Industry Benchmarks based on 152 home furnishings case studies from UK & Ireland between
2013 & 2018THE HARVEY NORMAN CUSTOMER
HARVEY NORMAN
CUSTOMER SURVEY
15 - 29 15 - 29
12% 16%
30 - 49 30 - 49
3 - 49
51% 49%
36% 38%
50+ 50+
52% 46%
Base: Total Sample: 1,300 respondentsHARVEY NORMAN’S EFFECTIVENESS
METRICS – WHERE DOES IT PERFORM WELL?
Overall Impression 49 %
36 %
Sender Identification 49 %
54 %
Previous Knowledge 70 %
58 %
Appealing 51 %
39 %
Interesting 51 %
41 %
Easy to Understand 83 %
72 %
New Information 65 %
49 %
Positive 51 % Harvey Norman
43 %
43 % Benchmark
Fresh Approach 40 %
Benefit 45 %
27 %
Looked for More Information 53 %
20 %
Visit advertiser 54 %
19 %
Have bought/will buy 44 %
11 %
Visit website 53 %
19 %
Recommend 41 %
31 %
Discuss 49 %
22 %
Base: Regular readers of the titles in which the ad appeared, and recall seeing the ad
Industry Benchmarks based on 152 home furnishings case studies from UK & Ireland between
2013 & 2018HARVEY NORMAN’S EFFECTIVENESS
METRICS – WHERE DOES IT PERFORM WELL?
INDEX - 100
Overall Impression 136
91
Previous Knowledge 121
131
Interesting 124
115
New Information 133
119
Fresh Approach 108
167
Looked for More Information 265
284
Have bought/will buy 400
279
Recommend 132
223
Base: Regular readers of the titles in which the ad appeared
Industry Benchmarks based on 152 home furnishings case studies from UK & Ireland between
2013 & 2018CONTINUED LOYALTY GENERATES ACTION
40 31
26
14
55 59 53 48
Visit Website Looked for More Discussing the Have bought/will
Information Offer buy
Customer Non Customer
Base: Total Sample: 477 people who remember seeing the Harvey Norman adHARVEY NORMAN CUSTOMERS HAVE A
POSITIVE IMPRESSION OF IRISH NEWSBRANDS
72
All Harvey Norman Customers
66
59
52
48
40 42
36
Newspapers are the Advertising in Adverts in newspapers I find advertising in
best source for local Newspapers provides encourage me to try established newspaper
news important information new brands brands more relevant than
on goods & services other forms of media
Base: Total Sample: 1,300 respondents, & 477 Harvey Norman customersHARVEY NORMAN CUSTOMERS ACCEPT
ADVERTISING TO BE AN INTEGRAL PART
OF NEWSPAPERS
(% who find advertising intrusive in each media)
Internet/Web 70
Social Media 68
Television 53
Radio 38
Cinema 31
Magazines 27
Newspapers 19
Outdoor 15
Base: Total Sample: 477 Harvey Norman customersNEWSBRANDS IRELAND – THE ACTION MEDIA
Ad Industry Average 64
50 49
38
34 32
23
18 20
15KEY TAKEAWAYS
NON
ACTION ENGAGE TRUST INTRUSIVE
Newspaper Newspaper Newspapers Newspaper
advertising advertising are more advertising is
triggers promotes trusted than an integral
action engagement part of the
other media
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