1. Telecoms

2. Source: RAMetrics. Countries: England/Scotland.
Key Findings: Telecom ads
Print advertising for telecommunication brands is less impactful than all advertising on average (62% vs 70% ad recall for all ads). As a result, the category scores either on par, or below average across all brand and action measures among the total newspaper readership. When noticed, print ads for telecoms are easier to recognise and easier to understand than the average.
Young people (18-34 year olds) score higher than adults over 35 across all brand and action measures. Comparing against the all category average, we find that telecom ads have lower impact (68% vs 83% ad recall for all ads) for young people, however they respond well to the advertising, they find it to be more positive than other advertising (56% vs 52% for all ads) and more interesting (59% vs 52% for all ads).
Male readers are more likely to notice ads for telecom brands than female readers (65% vs 57% ad recall for females) - They score higher across the majority of attention, recognition, engagement and action metrics. When looking at how telecom ads perform against all ads, we find that the male readers are more likely to recognise telecom brands than others (branding: 48% vs 41% for all ads, familiarity: 68% vs 58% for all ads).
Bigger is better, for when it comes to ad recall (59% vs 56% for full page ads vs. strip ads). The larger ads are more appealing to readers (21% vs 17% for strip ads) and they deliver better against action metrics (discuss: 14% vs 7% for strip ads), the reader is also more likely to think that the brand has taken a fresh approach (28% vs 16% for strip ads)
Full page ads for telecom brands have lower impact than the average full page ad (59% vs 67% ad recall for all ads). They tend to score lower across most brand measures however they are more likely to encourage readers to have discussions around the advertiser (14% vs 12% for all ads).
Source: RAMetrics. Countries: England/Scotland.

3. Print - Telecoms vs all ads - 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, Telecoms – 30 ads from 01/02/2013 to 31/12/2017. Score base: read the newspaper.

4. Print - Telecoms vs all ads among all readers
brand measures
attention +
recognition
engagement
action
Telecom 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, Telecoms – 30 ads from 01/02/2013 to 31/12/2017. Score base: read the newspaper.

5. Print – Telecoms 5 year funnel
Ad recall 61%
Brand recognition 35%
Engagement 25%
Action 10%
57%
71%
40%
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. 31 ads from 01/01/2013 – 31/12/2017, Score base: read the newspaper.

6. Print – When noticed, Telecom ads are easier to recognise
brand measures
attention +
recognition
engagement
action
Telecom 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, Telecoms – 30 ads from 01/02/2013 to 31/12/2017. Score base: noticed ad.

7. Print – Telecoms – 18-34s vs 35+ ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland, Telecoms – 30 ads from 01/02/2013 to 31/12/2017. Score base: read the newspaper.

8. Print – Telecoms – 18-34s vs 35+ ad recall
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, Telecoms – 30 ads from 01/02/2013 to 31/12/2017. Score base: read the newspaper.

9. Print – Telecoms 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, Telecoms – 30 ads from 01/02/2013 to 31/1017. Score base: read the newspaper.

10. Print – Telecoms vs all ads – 18-34s
brand measures
attention +
recognition
engagement
action
Telecoms 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, Telecoms – 30 ads from 01/02/2013 to 31/1017. Score base: read the newspaper.

11. Print – Telecoms – Men vs women ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland, Telecoms – 30 ads from 01/02/2013 to 31/12/2017. Score base: read the newspaper.

12. Print – Telecoms – Men vs women ad recall
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, Telecoms – 30 ads from 01/02/2013 to 31/12/2017. Score base: read the newspaper.

13. Print – Telecoms vs all ads – Men 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, Telecoms – 30 ads from 01/02/2013 to 31/1017. Score base: read the newspaper.

14. Print – Telecoms vs all ads – Men
brand measures
attention +
recognition
engagement
action
Telecoms
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 to 08/05/2017 to 25/07/2, Telecoms – 30 ads from 01/02/2013 to 31/1017. Score base: read the newspaper.

15. Print – Telecoms – Full page ads vs strip ads
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. Full page ads – 8 ads, from 01/01/2008 – 31/12/2017, Strip ads – 9, from 01/01/2007 – 31/12/2017 Score base: read the newspaper.

16. Print – Telecoms vs all ads – Full page ads
brand measures
attention +
recognition
engagement
action
Strip ads
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 ads – 8 ads, from 01/01/2008 – 31/12/2017, Strip ads – 9, from 01/01/2007 – 31/12/2017 Score base: read the newspaper.

17. Print – Telecoms vs all ads – Full page ads ad recall
Ad recall: Do you recall seeing the ad? % saying yes
Source: RAMetrics. Countries: England/Scotland. All full page ads – 30 ads, from 19/01/2017 – 25/07/2017, Full page telecom ads – 8 ads, from 01/01/2008 – 31/12/2017. Score base: read the newspaper.

18. Print – Telecoms vs all ads – Full page ads
brand measures
attention +
recognition
engagement
action
Telecoms full page ads
All 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. All full page ads – 30 ads, from 19/01/2017 – 25/07/2017, Full page telecom ads – 8 ads, from 01/01/2008 – 31/12/2017. Score base: read the newspaper.