1. Supermarkets

2. Source: RAMetrics. Countries: England/Scotland.
Key Findings: Supermarket ads
Print advertising for supermarkets has slightly lower impact (65% recall) than all ads (70%) on average however they score above average across all brand and action measures. When recognised, print ads for supermarkets score particularly well for familiarity, they are more engaging on average and are more likely to encourage purchases and recommendations.
Image based ads have higher impact however price based ads are much more common. Price based ads demand more attention but are easier to understand, readers find them more beneficial and they are more likely to convey new information.
When it comes to ad recall, bigger is better! Readers are more likely to recommend an advertiser or discuss it after viewing a full page ad, they also provoke more of an emotional reaction. Half page supermarket retailer ads tend to be easier to recognise as readers find the branding more effective.
Lumen eye-tracking shows that readers’ viewing is biased towards right hand pages of a spread - Rametrics corroborates this for supermarket retailers. Right hand ads score better for attention, recognition, engagement. Both sides evoke the same emotional scores and are only marginally different for action scores.
Female readers are more likely to notice ads for supermarket retailers (68% vs 64% for men) and they respond more positively across all brand and action measures in comparison to men, with the exception of ‘familiarity’ where both genders scored equally.
Millennials (18-34 year olds) score significantly higher than the over 35s across all brand and action measures for supermarket retail ads. Comparing against the all category averages, we find that supermarket retail ads have lower impact (70% recall) than the all ads average (83% recall) for millennials. Supermarket ads score lower across most brand measures however they encourage 18-34s to look for more information, they also are more likely to find them beneficial.
Source: RAMetrics. Countries: England/Scotland.

3. Supermarket vs all ads - print ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 08/05/2017 to 25/07/2017, Supermarket – 30 ads from 22/02/2016 to 25/07/2017. Score base: read the newspaper.

4. Print - Supermarket vs all ads among all readers
brand measures
attention +
recognition
engagement
action
Supermarket ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 08/05/2017 to 25/07/2017, Supermarket – 30 ads from 22/02/2016 to 25/07/2017. Score base: read the newspaper.

5. Print - when noticed, supermarket ads are engaging and action orientated
brand measures
attention +
recognition
engagement
action
Supermarket ads
All
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 08/05/2017 to 25/07/2017, Supermarket – 30 ads from 22/02/2016 to 25/07/2017. Score base: noticed ad.

6. Supermarket print - image ads have higher impact but price based ads are much more common
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Image – 30 ads, from 18/12/2013 – 25/07/2017 Price – 30 ads, from 18/12/2015 – 25/07/2017. Score base: read the newspaper.

7. Supermarket print - image ads v price ads
brand measures
attention +
recognition
engagement
action
Supermarket price ads
Supermarket image ads
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Image – 30 ads, from 18/12/2013 – 25/07/2017 Price – 31 ads, from 18/12/2015 – 25/07/2017. Score base: read the newspaper.

8. Supermarket print – Full page vs half page
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Full page – 31 ads, from 19/06/2015 – 25/07/2017, Half page ads – 30 ads, from 15/10/02015 – 25/07/2017. Score base: read the newspaper.

9. Supermarket print – Full page vs half page
brand measures
attention +
recognition
engagement
action
Supermarket half page ads
Supermarket full page ads
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Full page – 31 ads, from 19/06/2015 – 25/07/2017, Half page ads – 30 ads, from 15/10/02015 – 25/07/2017. Score base: read the newspaper.

10. Supermarket print – Left vs right ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Right – 31 ads, from 17/01/2016 – 25/07/2017, Left – 30 ads, from 01/01/2012 – 25/07/2017. Score base: read the newspaper.

11. Supermarket print – Left vs right
brand measures
attention +
recognition
engagement
action
Right
Left
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Left – 30 ads, from 01/01/2012 – 25/07/2017, Right – 31 ads, from 17/01/2016 – 25/07/2017. Score base: read the newspaper.

12. Supermarket print - men vs women recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Supermarket – 30 ads from 22/02/2016 to 25/07/2. Score base: read the newspaper.

13. Supermarket print - men vs women
brand measures
attention +
recognition
engagement
action
Women
Men
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Supermarket – 30 ads from 22/02/2016 to 25/07/2. Score base: read the newspaper.

14. Supermarket print – 18-34s vs 35+ ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Supermarket – 30 ads from 22/02/2016 to 25/07/2. Score base: read the newspaper.

15. Supermarket print - 18-34s vs 35+
brand measures
attention +
recognition
engagement
action
35+
18-34s
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. Supermarket – 30 ads from 22/02/2016 to 25/07/2. Score base: read the newspaper.

16. Supermarket vs all ads – 18-34s ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from to 08/05/2017 to 25/07/2, Supermarket – 30 ads from 22/02/2016 to 25/07/2017. Score base: read the newspaper.

17. Supermarket vs all ads – 18-34s
brand measures
attention +
recognition
engagement
action
Supermarket ads
All ads
Attention: How closely did you read/look at the ad? % scoring above 7 on 10 pt scale
Branding: How difficult or easy was it to understand the source/sender of the ad? % scoring above 9 on 10 pt scale
Familiarity: How well did you previously know the advertiser? % scoring above 7 on 10 pt scale
Like ad: How did you like the ad? % scoring above 7 on 10 pt scale
Easy to understand: The ad is easy to understand. % scoring above 7 on 10 pt scale
New Information: The ad contains news or new information. % scoring above 7 on 10 pt scale
Positive: The ad makes me feel positive towards the advertiser. % scoring above 7 on 10 pt scale
Appeals to me: Ad appeals to you. % Yes
Benefit: Have you benefited or will you benefit from something in the ad? % Yes
Interesting: The ad is interesting. % scoring above 7 on 10 pt scale
Fresh approach: The ad has an original design. % scoring above 7 on 10 pt scale
Emotional : Did you react to the advertisement emotionally? % Yes
Look for more information: Have you looked for or will you look for more information as a result of seeing the ad? % Yes
Visit a website: Have you visited or will you visit the website as a result of the ad? % Yes
Visit advertiser: Have you visited or will you visit this advertiser as a result of seeing this ad? % Yes
Have bought/will buy: Have you bought or will you buy something as a result of seeing this ad? % Yes
Recommend: Have you recommended or will you recommend the company / product due to the advertising? % scoring above 7 on 10 pt scale (Added in April 2016)
Discuss: Have you been talking about / discussing the company, offer or product as a result of seeing the advertising? % Yes (Added in April 2016)
Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from to 08/05/2017 to 25/07/2, Supermarket – 30 ads from 22/02/2016 to 25/07/2017. Score base: read the newspaper.