The business case for newspaper advertising A part of the media mix Finance / Motors / Food / Drink / Pharmaceuticals / Cosmetics & Toiletries / Petcare / Household Utilities

Pg 2 E.ON Headline Results E.ON used newspapers to drive reputation and spark debate. Newspapers played a pivotal role: – As the lead medium in the successful 2009 campaign launch – As a hugely effective and cost-efficient medium in the 2010 multimedia campaign. Why newspapers for E.ON? Newspapers provided the perfect context to spark a national conversation about energy issues, allowing E.ON to reach millions of readers and to target key opinion formers. Newspapers punch above their weight Newspapers deliver large brand shifts, cost-effectively For the summer 2010 campaign, newspapers’ contribution to brand health uplifts was greater than share of spend Newspapers accounted for 21% of ad spend. – Among non-customers… they delivered 31% of campaign uplift (48% more cost-effective than share of ad spend) – Among customers… they delivered 27% of campaign uplift (29% more cost-effective than share of ad spend) Newspapers + TV partnership most powerful multimedia synergy Newspaper/TV combination delivered half of campaign brand health uplift among customers Newspapers + TV boosted customer recommendation by 7%. Newspapers more effective than radio in enhancing performance of TV The E.ON TV ad worked harder and was more engaging when seen alongside newspapers. 48% more cost-effective among non-customers 29% more cost-effective among customers

Pg 3 E.ON: The Findings

Pg 4 12,000 Online newspapers drive web traffic 2009 campaign

Pg 5 Newspapers boost top-of-mind awareness for launch campaign Spontaneous awareness – First mentions Pre to post % points increase Top 2 Box % Opinion Formers +6 pts+4 pts+9 pts+10 pts 2009 campaign

Pg 6 Significant increase in brand knowledge Brand knowledge Pre to post % points increase Top 2 Box % Opinion Formers +3 pts+5 pts+6 pts 2009 campaign

Pg 7 Emotional identification enhanced Brand involvement Pre to post % points increase Top 2 Box % Opinion Formers +4 pts+13 pts+10 pts+13 pts+1 pts 2009 campaign

Pg 8 Newspapers increase buying intention among opinion formers Brand commitment – Likelihood to choose Pre to post % points increase Top 2 Box % Opinion Formers +10 pts+8 pts 2009 campaign

Pg 9 Powerful newspaper ads enhanced further by radio Response to Newspaper ads % agreeing Millward Brown Norm 2009 campaign

Pg 10 Newspaper and radio drive re-appraisal Advertising measures – Re-appraisal Surprising and gets me to think differently Top 2 Box % 2009 campaign

Pg campaign drove high customer response 150, campaign

Pg 12 Newspapers only medium to punch above its weight among current & non-customers Contribution to overall uplift in E.ON brand measures v. cost of media E.ON customers % 3.8% uplift Total uplift in brand measures driven by media activity 2010 campaign

Pg % uplift Total uplift in brand measures driven by media activity Newspapers only medium to punch above its weight among current & non-customers Contribution to overall uplift in E.ON brand measures v. cost of media Non-customers % 2010 campaign

Pg 14 Newspapers deliver large uplifts cost-effectively Cost efficiency v. Absolute uplift E.ON customers TV Transport Radio Newspapers Online (inc. NP sites) AB CD Cost of 1% uplift Magnitude Of uplift 2010 campaign

Pg 15 Newspapers & online (inc. NP sites) most cost-efficient for building brand health among customers Cost of 1% uplift across E.ON brand measures E.ON customers £000s No uplift 2010 campaign

Pg 16 All media contributed in some way to build brand health uplifts among non-customers Contribution to change in brand metric % per medium TVNewspapersTransport Online (inc NP) RadioMagazines Familiarity67%22%11% Consideration100% Involvement42%12%15%30% Recommendation100% Momentum33% Brand Image20%28%30%75%15% 2010 campaign

Pg 17 Newspapers more cost-effective than TV among non-customers Cost of 1% uplift across E.ON brand measures Non-customers £000s Caution Low spend 2010 campaign

Pg 18 TV + Newspapers partnership deliver greatest campaign uplifts Campaign brand uplift* E.ON customers % point Contribution of Individual Media Contribution of Multimedia Synergies Net effect inc. synergies 2010 campaign

Pg 19 TV + Newspapers partnership deliver greatest campaign uplifts Campaign brand uplift Non customers % point Contribution of Individual Media Contribution of Multimedia Synergies 0.9 Net effect inc. synergies 2010 campaign

Pg 20 TV plus newspapers increase customer advocacy Uplifts in brand recommendation E.ON customers % point 7.0% pt uplift Uplift in brand recommendation 2010 campaign

Pg 21 Multimedia effect boosts brand momentum Uplifts in brand momentum % point 9.1% pt uplift E.ON customers 8.8% pt uplift Non-customers 2010 campaign

Pg 22 Newspapers enhance TV performance more than radio Response to TV ad % agreeing effect of NP + effect of R MB TV Norm 2010 campaign

Pg 23 TV involvement diagnostics Norm: 698 TV ads Recognise NP TV + NP TV + RD Newspapers boost TV ad engagement more than radio 2010 campaign

Pg 24 Newspapers deliver emotional impact Advertising measures – Brand values Helps me connect and identify more strongly Top 2 Box % 2010 campaign

Pg 25 Newspapers prompt 18% higher call to action Advertising measures – Call to action Gives me a reason to go out and choose Top 2 Box % 2010 campaign

Pg 26 Multiple newspaper executions make campaigns work even harder Advertising measures – Call to action Gives me a reason to go out and choose Top 2 Box % 2009 campaign