1. Multi-platform
A deep dive

2. Table of contents Readership facts 3 Time spent 5 Readership 7
By platform/total 8
Daily/weekly/monthly 11
Demographics
How newsbrands deliver results 16
Attention/ROI 17
Business effects 19
Multi-platform effectiveness 20
Time of day/need states 32
Why newsbrands are so effective 35
Context effect 37
Brand rub
Summary

3. 24.9 million adults every day
Newsbrands reach 47% of the GB population
daily
24.9 million adults every day
Source: PAMCo (Apr ‘17 – Mar ‘18)

4. 12.7 million (88%) every month
Newsbrands reach 45% of all 18-34s every day
12.7 million (88%) every month
11.4 million (80%) every week
6.4 million (45%) every day
Source: PAMCo (Apr ‘17 – Mar ‘18)

5. Readers spend a lot of time with newsbrands
Time spent reading print on the days people read
Daily newspapers
Sunday newspapers
Source: IPA Touchpoints 2017

6. Readers spend a lot of time with Time spent on the days people read
newsbrands
Time spent on the days people read
Source: IPA Touchpoints 2017

7. Readership

8. Daily newsbrands readership by platform
Newspapers
13.3 million
Desktop
4 million
Mobile
12.4 million
Newsbrands
24.9 million
Source: PAMCo (Apr ‘17 – Mar ‘18)

9. Daily newsbrands readership by platform
Source: PAMCo (Apr ‘17 – Mar ‘18)

10. Total multi-platform reach (millions, % of all adults)
+53%
+27%
+20%
+70%
+39%
+22%
+87%
+54%
+22%
Digital adds to Print
Source: PAMCo (Apr ‘17 – Mar ‘18)

11. Daily multi-platform reach (000)
+99%
+77%
+12%
+137%
+90%
+25%
+459%
+120%
+155%
+39%
+31%
+6%
+248%
+141%
+45%
+68%
+50%
+11%
+126%
+42%
+59%
+50%
+32%
+14%
+223%
+30%
+19%
+10%
Digital adds to Print
Source: PAMCo (Apr ‘17 – Mar ‘18)

12. Weekly multi-platform reach (000)
+152%
+110%
+20%
+180%
+105%
+36%
+441%
+126%
+140%
+74%
+57%
+10%
+398%
+166%
+87%
+123%
+84%
+21%
+259%
+76%
+104%
+118%
+67%
+30%
+257%
+40%
+26%
+12%
Digital adds to Print
Source: PAMCo (Apr ‘17 – Mar ‘18)

13. Monthly multi-platform reach (000)
+210%
+131%
+34%
+241%
+117%
+57%
+479%
+119%
+164%
+116%
+83%
+18%
+528%
+157%
+145%
+200%
+125%
+33%
+462%
+106%
+173%
+239%
+109%
+62%
+299%
+53%
+31
+17%
Digital adds to Print
Source: PAMCo (Apr ‘17 – Mar ‘18)

14. Total multi-platform reach by gender (millions, % of all adults)
48%
76%
84%
47%
77%
84%
Source: PAMCo (Apr ‘17 – Mar ‘18)

15. Total multi-platform reach by age (millions, % of all adults)
45%
80%
88%
47%
77%
85%
50%
75%
81%
Source: PAMCo (Apr ‘17 – Mar ‘18)

16. How newsbrands deliver results

17. Newsbrands command a high level of attention
Attention = solus media + (multimedia x high focus)
Source: Newsworks, The battle for attention, 2016

18. BOOSTS ROI BY TIMES TO YOUR CAMPAIGN ADDING NEWSPAPERS
Adding newspapers to a retail campaign increases effectiveness by 2.8 times
Adding newspapers to an automotive campaign increases effectiveness by +71%
Adding newspapers to a finance campaign increases effectiveness by 5.7 times
Adding newspapers to a travel campaign increases effectiveness by three times
Adding newspapers to a FMCG campaign increases effectiveness by +20%
TIMES
ON AVERAGE
Using digital newsbrands boosts print ROI by up to five times
Newspapers make TV twice as effective and online display four times more effective
Source: Benchmarketing/BrandScience Results Vault, 2011 to 2015

19. Campaigns using newsbrands are 36% more likely to deliver profit
Multi-platform newsbrands are delivering widespread business effects for brands
Campaigns using newsbrands are 43% more likely to deliver market share growth
Campaigns using newsbrands are more than twice as likely to deliver a reduction in price sensitivity
Campaigns using newsbrands are more than twice as likely to deliver an increase in customer loyalty
UK newsbrands are a powerful weapon in the battle against short-termism, because they deliver growth in very large business effects that are vital to long-term brand success. It’s not just about immediate sales at any cost. Campaigns that use newsbrands are significantly more likely to drive sustainable share growth, attracting new customers but also increasing loyalty among existing customers. They reduce price sensitivity and therefore reduce the need to rely on short-term cost-cutting promotions. This means bigger profits.
One of the key contributors to short-termism has been the rise of digital, with its instant numbers and real-time trackability. But not all digital is equal. Digital newsbrands work differently – they provide the right context to drive the same powerful business effects as print does. We know from Lumen eye-tracking research that newsbrand sites attract more in-depth attention, with double the viewing time per page than non-newsbrand sites, which in turn gives 60% higher viewable time for ads and an average dwell time per ad that is 30% higher. This quality, high attention context provides a favourable environment for delivering longer-term business effects as well as sales.
What’s more, UK newsbrands have a unique advantage – both print and digital platforms perform very well in delivering these important business effects, but the combination of print and digital formats provides advertisers with a very strong multiplier effect.
Campaigns using newsbrands are 36% more likely to deliver profit
Campaigns using newsbrands are 85% more likely to drive customer acquisition
Source: IPA Databank UK case studies (52% of all cases)

20. Multi-platform newsbrands boost the effectiveness of other media
Newsbrands make TV 54% more effective
Newsbrands make online video 50% more effective
The updated analysis shows very clearly that newsbrands are a highly effective multiplier for other media. Not only do they drive effects such as share growth, penetration and profit in their own right, but they also make other media in the schedule perform more effectively. This is seen both with “Legacy” media such as TV, where newsbrands increase business effectiveness by 54% and with key digital media.
Once again, having the quality environment of newsbrands in the mix makes other digital media work harder. There are several potential reasons for this, which we will continue to explore. But we already have strong evidence that longer attention times (Lumen eye-tracking, MOAT for WMG) plus the impact on brand perceptions of the trusted newsbrand context (The company you keep research), might prime people to respond more positively to seeing the advertising in social media, other online display etc
Newsbrands make online display 24% more effective
Newsbrands make social media twice as effective
Source: IPA Databank UK case studies (52% of all cases)

21. There is a significant context effect from using digital newsbrands
Adding online display to TV increases business effectiveness by 17% +
Adding digital newsbrands increases the multiplier effect by 60% +
A really powerful example of the strength and difference of digital newsbrands is the impact they have in combination with TV advertising. When TV is coupled with online display on sites that are non-newsbrands the impact on business effects is much smaller than when digital newsbrands are included in the online mix. Given the issues surrounding programmatic and algorithms, there is a strong brand health case for being much more selective in digital media. This IPA databank analysis suggests that there is also a very strong business case.
Source: IPA Databank UK case studies (52% of all cases)

22. Two are better than one, there is a significant multiplier effect from using print and digital in combination
There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures.
This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform.
Source: IPA Databank UK case studies (52% of all cases)

23. And the multiplier effect is getting stronger Two newsbrand platforms
The multiplier effect is also growing. Just looking at the last two effectiveness awards, we can see that using both print and digital more than doubles the uplift in business effects compared with campaigns who don’t use newsbrands at all.
Two newsbrand platforms
Source: IPA Databank UK case studies (52% of all cases)

24. Campaigns that use multi-platform newsbrands are more effective
There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures.
This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform.
Source: IPA Databank UK case studies (52% of all cases)

25. Even more effective brand building Effective brand building
+17%
Combining print with digital creates a 3.4 times multiplier effect
Effective brand building
Average uplift across brand health measures
+5%
Across the five campaigns, we found that print newspapers increased brand health measures by 5%. There is also consistent evidence that exposure to print advertising primes readers to respond more positively to digital advertising. Print plus one other digital newsbrand platform increased brand health measures by an average of 17%.
It is not simply the effect of being exposed twice rather than just once – the uplift is almost 3 ½ times higher and is only seen when one of the exposures is print
Print
Print + digital
Source: The multi-platform study, 2016

26. The multiplier effect is dependent on print being in the mixv
+5%
The multiplier effect is dependent on print being in the mix
Print
+17%
Average uplift across brand health measures
Print + digital
+3%
Exposure to ads in digital newsbrands also has an impact on brand health – on average 3% for each digital platform on its own.
However, there is no evidence that exposure on multiple digital platforms has a multiplier effect – consistently we find that print is needed to kick-start this process.
Multiple digital
Source: The multi-platform study, 2016

27. Using multiple newsbrand platforms has a greater impact on brand-building versus single platforms+ + +
• Salience +60%
• Salience +52%
• Salience +27%
• Innovative +34%
• Worth paying extra for +43%
• Awareness +26%
• Awareness +31%
• Quality +31%
• Quality +24%
Each print and digital combination builds slightly different brand strengths – although the powerful influence of print can be seen in all dual platform combinations with the strong impact on brand salience and spontaneous awareness.
Tablet is really interesting – on its own, it primarily affects brand quality perceptions – but in combination with print, it is the most powerful multiplier.
Print plus smartphone has the lowest multiplier effect on brand building measures – but that’s not really surprising as smartphone’s role is more suited to activation
• Awareness +31%
• Trustworthy +19%
• Trustworthy +30%
Source: The multi-platform study, 2016

28. Coverage builds across newsbrand platforms
Computer only campaign
34.4m
Print only campaign
34.5m
Mobile only
campaign
38m
Mobile + computer
38.8m
Print + computer
45.8m
Print + mobile
46.9m
Print + computer + mobile campaign
Coverage builds across newsbrand platforms
Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ‘16
First we need to look at the numbers of readers that a campaign running on different newsbrand platforms will reach in a month. These are the latest NRS PADD figures. We can’t split out tablet and smartphone on NRS, so we will refer to them both as mobile.
A computer only campaign will reach 15.6million readers, and a campaign that runs across print, computer and mobile will reach just under 47 million readers in a month.
Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

29. Newsbrand readership by platform
Source: NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ’16
Then we need to look at how many people read on more than one platform.
This shows how platforms overlap. For example, 8.9million people are only reading print – so cannot be affected by the multiplier effect. Whereas 14.3 million are reading on mobile as well as in print – and a further 8.8 million are reading on all platforms – so these would all be affected, to a greater or lesser degree, by the newsbrand multiplier effect.
Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

30. Campaign impact on brand health measures by platform
+21%
+4%
+3%
+11%
+5%
2.4m
8.8m
3.4m
1.1m
8.1m
14.3m
8.9m
NRS PADD inc Mobile Devices Apr’15-Mar ‘16 + comScore Mar ’16
We can model the brand uplift effects for each of the readership segments.
Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

31. Campaign impact ready reckoner
Average uplift across brand health measures among total newsbrand audience as each platform is added:
+1.2%
+3.7%
+2.2%
+2.7%
+7.8%
+7.4%
+10.1%
33%
73%
74%
81%
83%
98%
100%
15.6m
34.4m
34.5m
38m
38.8m
45.8m
46.9m
Our ready reckoner then puts audience size, multi-platform readership patterns and impact on brand health measures together, to show the projected uplift among the total newsbrand audience for campaigns on each of the platforms and platform combinations. Newsbrand readers represent about 90% of all adults. As we can see here, a print only campaign will reach 73% of the audience – and among these readers the average impact on brand health measures will be 5%. But not everybody in the newsbrand audience reads print, so the overall impact will be an uplift of 3.7%. By adding computer and mobile, a campaign will reach 100% of readers and also benefit from the multiplier effect – so brand health measures are anticipated to increase by just over 10%.
Computer only campaign
Print only campaign
Mobile only
campaign
Mobile + computer
campaign
Print + computer
campaign
Print + mobile
campaign
Print + computer + mobile campaign
Source: The multi-platform study, 2016 / NRS PADD inc mobile devices April March comScore March 2016

32. People can be targeted at different points throughout the day
Source: IPA TouchPoints 6

33. People consume news to fulfil various need states
Relaxing/
me-time
Feeling
uplifted
Being in the know
Fuelling conversation
Passing
the time
Ritual
& routine
People consume news to fulfil various need states, from passing the time to being in the know
Source: Newsworks, Truly Madly Deeply, 2014

34. Weekdays Platforms Need state Morning Daytime Early evening
Late evening
Weekdays
Platforms
Starting with print, we can see it has a strong peak in the morning, with a second one during the day, before tailing off.
PC has a pronounced lunchtime peak, as office workers access newsbrands on their lunch break.
Then mobile takes over in the early-to-late evening, during the return commute and at home.
If we introduce the need we can begin to understand these patters further:
In the morning, print is part of the ritual & routine. A commuter buying a paper before they board a train, or picking up a copy of the metro. They want to be in the know about the main headlines & big stories, which will also provide conversational fuel for the day ahead.
During the day, being in the know is still important, perhaps as readers follow the headlines they read that morning. However, this surge in PC is also due to a need to pass the time: to read anything of interest during their lunch hour.
In the early evening, being in the know is still there. As well as passing the time, relaxation begins to build up, as people commute or reach home.
The late evening relaxation peaks, as people unwind infront of the TV, or have a last read before bed. What is interesting is how both in the early & late evening, people describe their news access as part of their ritual. So while relatively new, smartphone & tablets have already formed part of the routine.
Need state
Source: Newsworks, Truly Madly Deeply, 2014

35. Why newsbrands are so effective

36. Personal identification
Regular newsbrand readers have a strong connection to newsbrands
Engagement
Trust
Personal identification
Newsbrand readers have very high levels of emotional engagement with their chosen newsbrand and attention levels are high – and that relationship is constantly being reinforced due to the frequency of reading. In the attention deficit age, could we measure the impact of highly focussed attention?
There are high levels of trust in the newsbrand they favour. The context in which the ads are seen is one that readers personally identify with, and that makes them feel part of a like-minded community – they see themselves as Mirror readers, or Guardian readers or Telegraph readers, for example.
Readers seem very aware that placement of ads in newsbrands imbues those ads with certain values.
Brand context effect
The more engaged the reader the stronger the effect
Source: Newsworks, The company you keep, 2015

37. Regular newsbrand readers vs. non-readers
People react positively to ads in the familiar context of their favoured online newsbrands
Brand love
Buzz
Consideration
Results averaged to create 3 key metrics:
Brand love is a composite of 3 engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them.
Buzz shows how much people think the brands are talked about.
Consideration measures intent to purchase the next time people are in the market.
+12%
+15%
+25%
Regular newsbrand readers vs. non-readers
Source: Newsworks, The company you keep, 2015

38. Brand values transfer from newsbrands to advertiser
Trustworthy
42%
+19%
52%
+10%
57%
+18%
61%
Fun
Intelligent
Our final chart concerns how these uplifts in brand image appear to transfer from the newsbrand to the advertised brand; in other words, the ‘brand rub’ effect.
For example, amongst those newsbrand readers who feel their newsbrand is ‘trustworthy’, there was 10% uplift in those thinking the advertiser brand was ‘trustworthy’. The same is true for all of the other dimensions we tested, with ‘relevant to me’ having a particularly strong uplift in ‘brand rub’ towards the advertised brands.
This is all connected to the sense that advertising in their favourite newsbrands automatically bestows things like relevance and trust and quality on those advertising with them.
As these readers will testify…
Relevant to me
Improvement among readers who feel the same value applies to their newsbrand
Agree with advertiser brand values
Source: Newsworks, Truly Madly Deeply, 2014

39. Newsbrands infer relevance and a sense of ‘rightness’ onto brands…
85% of people say that seeing a brand or product in their newsbrand
"gives me more confidence that it's right for me"
Source: Newsworks, How people buy, 2015

40. Summary NEWS Newsbrands reach 80% of millennials every week
Newsbrand readers are ahead of the curve, care about quality and are into technology
Combining newsbrand platforms creates a 3x multiplier effect across brand measures and deliver widespread business effects for brands
Newsbrands command high levels of attention. People feel a strong connection to newsbrands which leads to a brand context effect – reacting positively to ads in the context of their favoured newsbrand
NEWS