19.4% of Newsbrands’ online audience is 15-24, almost exactly the same proportion as Facebook (19.5%) There are 22 million readers of newsbrands every day Newsbrands Some current facts Newsbrands (newspapers and online) reach 81% (41.6m) of all adults each month, 69% each week Newsbrands reach more people a month in the UK than Google The average Newsbrand visitor is aged 40 – just one year older than the average Facebook visitor Time spent with online newsbrands has increased by 33% in the last 2 years Newsbrands reach 5.4 million more people per week than Twitter Tablet ownership is growing rapidly – 39% of adults owned a tablet at the end of 2013 Sources: NRS PADD, TGI, comScore, YouGov

Diversifying the media mix makes the total spend work harder

Comparison Sites % 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

Consumption of newsbrands is complementary to TV & Search on any day of the week Source: IPA Touchpoints 2012 Base: All adults Total time spent: TV (20.45hrs), Shopping (2.69hrs), Newspapers (3.02hrs) Newspaper reading is focused on shopping hours % of total time spent with individual media

Adults, 30” & Clr 25x4’s A – TV & Sunday press 233 TVRs + 10 GRPs per week B – TV, Sunday & Monday press 113 TVRs + 68 GRPs per week MoneySuperMarket advertising could become more effective by adding Monday newspapers

Newsbrands prompt action

Source: Newsworks Effectiveness Case Studies Newspapers make people more likely to act Gives me a reason to go out and buy

Source: NRS Oct 12 – Sep Newsbrands – heavily skew towards “active” consumers (e.g. automotive)

Source: Newsworks Effectiveness Case Studies Newsbrands drive traffic to websites Both online and printed newspapers drove traffic to the Toyota website

Source: comScore for online readers/visitors only Cross-platform solutions multiply the newsbrand effect

Newsbrands supercharge other media

Newspapers significantly strengthen advertising measures when added to TV across numerous campaigns Re-appraisal ‘Surprising and gets me to think differently’ Top 2 box % TV solus TV + Newspaper % Incremental effect vs TV solus % Incremental effect vs TV solus Call to Action ‘Gives me a reason to go out and buy’ Top 2 box % Source: Millward Brown; Base: Aggregate of eighteen campaigns, 18,000+ respondents

Adding newspapers improves TV ad performance on multiple dimensions Response to TV ad % agreeing Base: Aggregate of eighteen campaigns, 18,000+ respondents Contained new information Contained different information Points made were relevant Points made were belivable Made brand more appealing Made me more likely to buy TV SolusTV + NP

“When Rufus Olins and Vanessa Clifford from Newsworks approached us via our media agency, MediaCom, to discuss the role of newsbrands in our communications plan, we had a very successful brand, a media strategy that produced impressive results and an e ff ective new creative campaign. We only used national press for our best buy tables and newsbrands weren’t a key media strand for our category as a whole. But the evidence they showed us was persuasive - and the fact that many of our key clients in the finance, motor insurance, utilities, broadband and telecommunications sectors used newsbrands to connect with the very audiences that we were targeting caused a re-think. We decided to put newsbrands to the test.” Gareth Helm, Brand Director

Source: comScore Mar-Jun average 2013

Under Source: comScore May 2013 Age profile

Drive web visits Increase consideration Communicate breadth of offer Differentiate from competitors Key objectives

Gareth Helm, Brand Director “We were very clear about our business objectives. Our business is based on high volume web traffic, attracting people who are ready to make a purchase so that we have a good conversion rate through to enquiries and sales. So newsbrands needed to demonstrate that they could raise web visits and enquiries. We also wanted to communicate range and increase the likelihood that MoneySuperMarket.com is the first choice comparison site.”

England & Wales Money products (newsbrands only) Scotland Motor insurance (with TV) Two tests

Creative

Changing brand perceptions Results:

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 products Are better than other comparison websites SCOTLAND

% 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 Newsbrands drive brand differentiation and preference ENGLAND & WALES

Growing the customer base Results:

Newsbrands drive consideration, especially among young people + 8% Increase in consideration among 18-34s Source: MoneySuperMarket.com tracking

Large increase in claimed recent visits by 18-34s Source: MoneySuperMarket.com tracking

Business results

The effect of Newsbrands activity was seen on the same day Source: MoneySuperMarket.com

Average increase in web visits for money products in England and Wales Newsbrands successfully increased visitor traffic for a wider range of products Source: MoneySuperMarket.com

Newsbrands successfully increased enquiries for motor insurance in Scotland Source: MoneySuperMarket.com

All newsbrand platforms are effective at increasing visits 0.33%0.12% 0.24% PRINT ONLINETABLET Site visits generated Source: MoneySuperMarket.com model

Tablets deliver most visits per £ spent Source: MoneySuperMarket.com model

Newsbrands’ ROI keeps on growing Source: MoneySuperMarket.com

Extend reach Engage a new young audience Deliver a highly responsive audience Build brand perceptions Drive business results and ROI Summary of results Newsbrands

Gareth Helm, Brand Director “ We were pleased with the results and newsbrands achieved key objectives that we had set. There was clear evidence from our modelling that newsbrands had increased both web visits and conversion into enquiries. Newsbrands had also increased consideration, and helped differentiate us from our competitors. There were a couple of results that were particularly interesting, and somewhat unexpected. Firstly, we were very pleased to see that the emerging newsbrand format, the tablet, produced such great results. Tablets really help extend the newspaper proposition for clients. We think that it’s because tablet newsbrands have the personal touch and the audience is both the right composition and in the right mood to focus and take action. Secondly, we were delighted that newsbrands attracted and influenced a younger audience. While there’s a lot of talk about newsbrands being “old media” - in both senses of the word old - the truth is that they engage more young people than ever. This is great news for any brand like MoneySuperMarket.com that needs to bring in and retain new young users. Whilst newsbrands weren’t considered before in our media mix, we think differently now.”

Learnings Don’t think being the same as the rest of a sector is a good thing New media channels give opportunities to talk in a different way Using different media has a multiplying effect Always be prepared to challenge your perceptions