Although I’m still in denial (and I’m assuming I’m not alone in that) autumn is now fast approaching and shops are already full with their displays of Christmas sweets, mince pies and crackers. We are officially entering into the Christmas season which will see advertisers launching their new TV campaigns. Recent campaigns have united and divided us, with last year’s Sainsbury’s Mog the Cat and John Lewis’s Man on the Moon splitting opinions across the board. While it might appear to be just about the glamourous TV ads, don’t forget the role and effectiveness of newsbrand advertising over the festive period.
Newspaper trade body Newsworks has conducted a number of research studies over the last few years looking into the effectiveness of Newsbrands and their latest report makes for fascinating reading.
Key findings show that:
- Consumers exposed to a joint TV and Print ad campaign are 34% more likely to buy a product than TV only.
- Adding Newspapers to your TV schedule makes ads 44% more effective than TV alone. This increases to 65% when you also include Digital Newsbrands.
- With a TV and Print combined campaign reinforces the key brand messages more effectively than a TV only schedule.
When you add newsbrands into your marketing mix you can push the reason to buy from 43% for TV only, to 72%. This is an increase of 29% just by adding Print and Digital newsbrands to your TV only campaign.
Not only do they increase purchase intentions, newspapers could also increase your ROI two-fold, with a TV and Print campaign twice as effective as a TV only campaign.
Newspapers key strengths include getting your advertising message across, effectively supporting and reiterating your brand message. Newspaper effectiveness peaks in the morning, complementing TV, which peaks in evening, guaranteeing your target market is exposed to your message across the whole day.
All this talk of Christmas has made me realise I need to start stocking up in preparation before the festive tunes start hitting the radio. How glad am I it’s not Christmas everyday with so much to do and so little time!
Emma Pipe is our Senior Insight Executive providing Audience and marketplace context to our Sales and Editorial teams