1. © JICMAIL

2. Addressed Ad mail by audience
How different audiences interact with Addressed Ad mail
Q3 2018
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3. Defining Addressed Ad mail
Mail that is categorised as advertising mail is always an addressed piece of mail, addressed to an individual.
We do ask panelists to capture Magazines, Local Directories, Free Papers and parcels but the figures for these items of mail are not included in the final JICMAIL data.
Door drops are classified separately to acknowledge that their targeting and metrics are different.
Letter addressed to me
An item of mail addressed to an individual in the household
Letter addressed to someone else in the household
Letter addressed to “householder” or “occupier”
Letter for someone else who doesn’t live here
Leaflet / flyer or other mail with an address
Catalogue addressed to me or someone else in the household
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4. Addressed Ad mail content
Information about products / services
Addressed Ad mail must contain any of the following elements on the left.
Panelists can select all the options that apply so a piece of Addressed Ad mail can contain information about products / services but it may also contain a special offer or discount.
Information about local services
An item of mail addressed to an individual in the household containing any of these items
Information about entertainment or activities
Invitation / information about a specific event
Special offers or discounts
Vouchers / coupons
Request for a donation
Sender’s contact details (e.g. web site, phone number)
Political content
Postal reply
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5. Key stats for Addressed Ad mail
What are the key characteristics of people interacting with Addressed Ad mail?
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6. Exposure
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7. Who is exposed to Addressed Ad mail by age?
Those aged 55+ index higher against exposure to mail than 35 to 54s and under 35’s.
Addressed Ad mail profile Index by age (100 = average person exposed to mail)
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Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

8. Who is exposed to Addressed Ad mail by gender?
Women over-index by 21 points to exposure to mail, men under- index by 22 points.
Addressed Ad mail profile Index by gender (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

9. Who is exposed to Addressed Ad mail by social grade?
DE’s have the highest exposure to mail of all social grades.
Addressed Ad mail profile Index by social grade (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

10. Who is exposed to Addressed Ad mail by region?
The highest exposure is in the North East, Meridian West & HTV West
Addressed Ad mail profile Index by region (100 = average person exposed to mail)
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

11. Frequency
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12. Frequency of exposure to addressed mail by age
Frequency of exposure is highest amongst the year old age group.
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

13. Frequency of exposure to addressed mail by gender
Women are more likely to return to interact with mail more often.
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

14. Frequency for Addressed Ad mail by social grade
Highest exposure to mail is among C2, DE social grades.
© JICMAIL
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

15. Frequency for Addressed Ad mail by region
Frequency for Addressed Ad mail is highest in South East and Meridian South
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Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

16. Exposure and frequency to different business sectors
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17. Exposure by sector for Addressed Ad mail by gender
Women are more likely to be exposed to Retail, Charity and Mail Order/Online Retail whereas men are most likely to be political, automotive and financial services communications.
For a full definition of sectors see slide 23.
(100 = average person exposed to mail)
Profile index
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

18. Exposure by sector for Addressed Ad mail by age
The over 55s index highest for Leisure and Charity messages. 35 to 54 year-olds are highest for Mail Order and Grocery.
For a full definition of sectors see slide 23.
(100 = average person exposed to mail)
Profile index
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

19. Frequency by sector for Addressed Ad mail by gender
Women may be more likely to be exposed to ad mail overall, but there are a range of categories where mean are interacting with mail more
For a full definition of sectors see slide 23.
Frequency
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

20. Frequency by sector for Addressed Ad mail by age
Frequency for the sectors for mail shows a very consistent pattern across the different age groups.
For a full definition of sectors see slide 23.
Frequency
Source: JICMAIL Audience Data Q to Q3 2018, Kantar TNS, 2018
Base: Addressed Advertising Mail Audience Sample n=10,706

21. JICMAIL 70 Margaret Street London W1W 8SS www.JICMAIL.org.uk
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22. Defining the business sectors
Our methodology
The sectors for mail were developed with the consumers filling in the diary in mind.
Four waves of testing helped to define sectors that panelists would understand and not based on out-dated standard industry classifications.
These classifications have been shortened for the purposes of charts within this presentation.
We do not capture any items categorised as being from Family member or friend, Employer, Other or Didn’t Open or Read.
SENDER CATEGORIES
TV / Broadband / Landline / Mobile
Utilities Provider (Gas / Water / Electric)
Financial and Insurance Services
Letting or Estate Agent
Local Tradesperson
Car Dealer / Manufacturer
Restaurant or Takeaway
Supermarket or Grocery Store
Retailer (e.g. Clothing / Household / Electrical, etc)
Mail Order / Online Retailer
Travel / Tourism / Attractions
Magazine / Newspaper / Publisher
Medical (NHS / Dental / Private Healthcare / Chemist / Optical)
Government / Council
Charity
Religious Organisation
Political Party
SUMMARY
Telco
Utility
Financial Services
Letting / Estate Agent
Tradesperson
Automotive
Restaurant / Takeaway
Grocery
Retail
Mail Order / Online Retail
Leisure
Magazine / Newspaper
Medical
Government / Council
Charity
Religious
Political =
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