1. Top facts you need to know about newsbrands

2. 47.5 Newsbrands reach million adults in the UK That’s more than
Source: NRS PADD Apr 2016 – Mar 2017

3. across all platforms… Newspapers 32.6 million Desktop & PCs
Mobile
37 million
Newsbrands
47.5 million
Source: NRS PADD Apr 2016 – Mar 2017

4. And their reach is growing…
47.3m
+9.2m
39.7m
38.1m
+4.7m
33.4m
NRS Jan-Dec 2007
NRS PADD Jan-Dec 2016
Print
Reach PC adds to print
Reach phone/tablet adds to print and PC

5. They reach 97% of all millennials
That’s just under 14 million 18-34s every month
Source: NRS PADD Apr 2016 – Mar 2017

6. Readers spend a significant amount of time with their newsbrand of choice
Newspapers
1 hour 9 minutes
Tablet
50 minutes
Smartphone
50 minutes
Desktop
49 minutes
Sunday newspapers
1 hour 27 minutes
(read on a Sunday)
Time spent reading newsbrands on the days people read
Source: IPA TouchPoints 2016

7. Newsbrands command not only time, but attention as well
Solus media usage
Multiple media usage x high focus
Source: Newsworks – The battle for attention, 2016

8. Newsbrands deliver results
Adding newspapers to your campaign boosts ROI by
times on average
Source: Benchmarketing/BrandScience Results Vault,

9. … across many sectors
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 boosts effectiveness by 3 times
Adding newspapers to a FMCG campaign increases effectiveness by +20%
Source: Benchmarketing/BrandScience Results Vault,

10. They make other media more effective
Using digital newsbrands boosts print ROI by up to 5 times
Newspapers make TV twice as effective and online display four times more effective
Source: Benchmarketing/BrandScience Results Vault,

11. % reporting very large effects
And it’s not just ROI – Multi-platform newsbrands impact all business metrics
sales
market share
price sensitivity
loyalty
customer acquisition
profit
Print + digital newsbrand users
Non-users
% reporting very large effects
Source: IPA Databank case studies

12. They make other media work harder
Newsbrands boost the effectiveness of TV
+65%
Vs TV with no newsbrands
Source: IPA Databank case studies

13. And boost the business effectiveness of other digital media
+53%
+118%
Vs online display with no newsbrands
Vs social media with
no newsbrands
Source: IPA Databank case studies

14. The roles newsbrands play
What roles can newsbrands play in the modern media mix?
Using learnings from around the industry we have synthesised the job for communications into five core routes. In the age of storytelling, newsbrands play a key role in delivering outcomes against all five core routes.
Fame & stature
Prompt action
Education & understanding
Build trust
Address an issue
Newsbrands create the sense of a brand having momentum; of being an important brand that commands attention
Newsbrands cause consumer action, directly or indirectly impacting sales
Newsbrands deepen consumer understanding of what a product, brand or company is or does
Newsbrand advertising acts to consolidate or develop a brand’s reputation
Newsbrands are effective for brands that need to focus on a specific issue or event