1 Newsbrands and finance

Newsbrands have a wealthy audience…

It’s no wonder that their readers are so financially active…

6 Newsbrand readers are into financial news… Newsbrands reach 9m people interested in finance news every day Newsbrand is print and online. Source: NRS PADD Apr Mar comScore Mar 2014 Daily newsbrand readers are 29% more likely than average to be interested in personal finance or business news

7 …and they’re into financial advertising Daily print readers are 26% more likely to be interested in financial advertising Index vs all adults. Source: GB TGI Clickstream 2014 Q1

Newsbrand readers know more about finance… Of people who say they have a large amount of knowledge about financial services are newsbrand readers Source: GB TGI Clickstream 2014 Q1

…And influence other people’s financial decisions Of people who are very likely to convince others about financial services are newsbrand readers Source: GB TGI Clickstream 2014 Q1

10 Newsbrand readers look to ads for information… Weekly readers of newsbrands in print or on a desktop/laptop. Source: IPA TouchPoints 5 £20

…young newsbrand readers too More likely to say that advertising was the most or second most important factor in choosing their credit card Source: GB TGI Clickstream 2014 Q1 Of daily newspaper readers aged %3.6% Of all year olds

Source: comScore April 2014

13 …and are more likely to keep track of their finances online Based on all internet users in the last week. Frequency of financial transaction is at least weekly. Source: IPA TouchPoints 5 use the internet to pay bills online use the internet for checking their stocks or shares visit personal finance websites Online newsbrand readers are more likely to…

14 Based on all internet users, via laptop/desktop aged 18-34, in the last week. Frequency of financial transaction is at least weekly. Source: IPA TouchPoints 5 Young online newsbrand readers are more likely to… use the internet to pay bills online use the internet for checking their stocks or shares visit personal finance websites

Young online newsbrand readers are planning some major financial investments Index versus weekly internet users aged Source: IPA TouchPoints 5 Buy a house/flat123 Take out a new mortgage121 Take out Investments/Increase savings116 Spend over £2000 on home improvements114 Plans in the next 12 months…

Newsbrand readers are big spenders of people who spend over £1250 on their credit card each month read a newsbrand Source: GB TGI Clickstream 2014 Q1

17 And newspaper readers are bigger investors Average value of savings and investments Heavy users Source: GB TGI Clickstream 2014 Q1

18 Newspaper readers also use a wide range of financial products Heavy users index vs UK average Source: GB TGI Clickstream 2014 Q1

19 Online newsbrand readers use the biggest banking brands Index vs average internet user Visited in the last 7 days. Source: GB TGI Clickstream 2014 Q1 140

20 A more active and engaged audience 42% more likely to visit the site at home 32% longer on the site 42% more page views 2x more likely to visit 11 or more times Monthly vs average internet user. Uses metered data – measures home access only. Source: GB TGI Clickstream 2014 Q1

Comparison sites

Online newsbrand readers are comparison fans Confused.com 132 MoneySuperMarket.com 132 CompareTheMarket.com 130 GoCompare.com 113 Source: comScore February 2014

Mobile newsbrand readers are particularly likely to compare prices Confused.com 196 MoneySuperMarket.com 258 CompareTheMarket.com 232 GoCompare.com 226 Source: comScore GSMA February 2014

Case Studies

AXA

26 AXA In 2012, AXA faced some major challenges: awareness of their full product range was low, it faced stiff competition from more famous brands and the recession was ongoing AXA needed to create a unified, differentiated and more emotionally engaging brand image as well as promoting its individual products The study showed that newspapers were the most cost-efficient medium for building AXA’s overall brand values and creating awareness of their three core business strands – health insurance, investment and motor insurance

27 Newspapers had the greatest impact on AXA brand measures among the core target Newspapers TV Outdoor Rail Share of spend Share of uplift in AXA key brand measures - Successful Securities core target (awareness, consideration, image) Source: Millward Brown CrossMedia™

28 Newspapers were pivotal to multi-media campaign performance 0% 50%100%150%200%250%300% SimulatedActual Newspapers, TV and Outdoor Rail Newspapers and TV TV and Outdoor Rail TV

29 Newspapers were lowest cost medium for driving AXA brand KPIs Cost of 1% uplift in AXA brand measures - Successful Securities core target (awareness, consideration, image) £m NewspapersOutdoor Rail TV Source: Millward Brown CrossMedia™

MoneySuperMarket

31 MoneySuperMarket MoneySuperMarket.com was the first in its category to use newsbrands in a meaningful way. It was a client open to testing new things, challenging newsbrands to provide evidence that new platforms provide new opportunities. MoneySuperMarket.com undertook two large-scale regional tests – in Scotland and in England & Wales – in order to isolate the effects of adding newsbrands to their media plan across print, online and tablet formats The brand tracker showed that exposure to newspaper advertising improved brand perceptions; delivered strong improvements in preference and differentiation; and had a halo effect on a wider range of products

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 Source: MoneySuperMarket.com

% 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 Source: MoneySuperMarket.com

Newsbrand advertising saw an increase in claimed recent visits by 18-34s Source: MoneySuperMarket.com tracking

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

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

Newsbrands’ ROI keeps on growing Source: MoneySuperMarket.com

Conclusions Newsbrands have a wealthy audience who invest their time and money in the financial sector Readers are more interested in, and more influenced by, financial advertising Newspapers were the most powerful medium for improving AXA brand measures, and newsbrand platforms were very effective at driving visits to MoneySuperMarket.com Newsbrand readers invest in a wide range of financial products and services