Renault in the South West

Supporting Renault Dealerships in the South West Renault currently using regional editions of the national newspapers to support their dealerships in the South West. They don’t use regional press however they have previously used the Western Morning News and Western Daily Press. The aim of this presentation is to demonstrate how effective regional titles can be in the South West and make recommendations on which NNG titles will work best for Renault.

Estimated spend on next car by newspaper type Intend to buy / replace car in SW region (000’s) Average amount prepared to spend Total potential market spend Morning titles36,000£7,200£257.6m Evening titles87,000£6,000£524.3m Paid weekly titles 102,000£8,300£848.5m Total 824,000£7,100£5,823.2m Source: TNS Amount prepared to spend on next car. Base : All adults who intend to buy/replace car in next 2 years in SW region. All of our titles have scope to influence a considerable amount of spend in the South West car market place.

Profile of car buyers by newspaper readership Source: TNS Profile of people who intend to buy a car in the next 2 years compared to AIR of NNG title by frequency. The titles reach different types of car buyer. The morning titles reach a greater proportion of older car buyers. The evening and weekly titles deliver a profile more representative of the wider car buying public.

Most respected for motors Buying a new car Morning 8,000 Evening 43,000 Paid Weeklies49,000 Buying a used car Morning10,000 Evening119,000 Paid Weeklies 127,000 Source: TNS Base: All adults 15+. Media turn to first for buying a new or used car. The figures (left) show the number of people who would turn to our titles first when buying a new and used car. Larger numbers of people would turn to our morning titles. However this is eclipsed by the large numbers who would turn to the evening and weekly titles. The evening and weekly titles are clearly a more influential choice.

Renault in the South West Source: CACI 2005 Car dealerships are spread throughout the South West

The Western Morning News circulation area Source: CACI / JICREG Base: Western Morning News circulation area. You have previously used the Western Morning News (WMN) which covers all of these dealerships.

A new schedule However, instead of the Western Morning News we recommend: Plymouth Evening Herald Torquay Herald Express Exeter Express and Echo Cornish Guardian The Cornishman, North Devon Journal West Briton

Effective coverage of the dealerships Source: CACI / JICREG The recommended titles cover the dealerships more effectively. They offer a greater concentration of readers around the dealerships.

Using the WMN 1 ins115,303£1,7422p6% 6 ins243,467£10,4544p12% Net reachCostCPTNet reach % x2.1x6 Source: JICREG / TGI Base: All adults 15+ in the Western Morning News circulation area. Rates: Full page mono in motors supplements. Six inserts in the WMN will double your net coverage.

A more effective schedule 7 ins614,534£9,7492p30% 6 ins WMN 243,467£10,4544p12% x2.5X0.93 Net reachCostCPTNet reach % Source: JICREG / TGI Base: All adults 15+ in the Western Morning News circulation area. Rates: Full page mono in motors supplements. By using our proposed schedule you can deliver two and a half times the net audience you deliver with the WMN schedule … for less money… in a titles synonymous with motors!

Example: Exeter Distance prepared to travel to visit a motor dealer* 20.6miles Source: CACI / JICREG * Source: TNS Base: All adults 15+ in the WMN / WDP 3%+ circulation area. Distance prepared to travel to visit a motor dealer. Individual dealerships would be better supported with the evening and paid weekly package….

NewspaperTypeFreq Total Adults AIR Area Adults AIRArea AIR % Area Circulation EXETER EXPRESS & ECHOPE 65,892 64, ,649 EXETER LEADERFW 67, ,718 MID DEVON GAZETTE SERIESPW 31,318 24, ,152 NORTH DEVON JOURNALPW 83,096 1, PLYMOUTH EVENING HERALDPE 122, TORBAY WEEKENDER GROUPFW 94,936 79, ,710 TORQUAY HERALD EXPRESSPE 79,154 62, ,395 WEST MORNING NEWSPM 115,303 24, ,132 Example: Exeter Source: JICREG Base: All adults 15+ in the Exeter dealership catchment area. Within the catchment area of the Exeter dealership both the Exeter Express & Echo and the Torquay Herald Express over twice the number of readers in the area.

Example: Exeter Exeter Express & Echo + Torquay Herald Express 126,18230%3p Net reachCostCPTNet reach % £3,254 Western Morning News 24,7836%7p£1,742 x5.1 x1.87 Source: JICREG / TGI Base: All adults 15+ in the Exeter catchment area. Rates: Full page mono in motors supplements. By adopting the suggested schedule, you can increase the net reach by over five times at under double the cost.

Example: Exeter 2 x WMN49,5668%10p Net reachCostCPTNet reach % £3,484 x2.55 x0.93 Exeter Express & Echo + Torquay Herald Express 126,18230%3p£3,254 Source: JICREG / TGI Base: All adults 15+ in the Exeter catchment area. Rates: Full page mono in motors supplements. By adopting the suggested schedule, you can increase the net reach by over two and a half times for less than double the cost.

Summary Our morning titles WMN / WDP can be used creatively to deliver car buyers However, evening titles and weekly titles are preferred:- they are top of mind for car buyers readership profiles more closely match car buyers they reach more of the market they offer most comprehensive coverage of dealer catchments they reach more people for less money

Renault in the South West