1. Top facts you need to know about newsbrands

2. 26 Newsbrands reach million adults in the UK Every single day
Source: PAMCo (Apr '18 - Mar ‘19)

3. Across all platforms Newspapers 11.5 million Desktop & PCs 4 million
Mobile
15.7 million
Newsbrands
26.1 million
Source: PAMCo (Apr '18 - Mar ‘19)

4. And their daily reach is growing…
26.1m
+11.7m
23m
14.4m
+2.9m
11.5 m
NRS Apr 07 – Mar 08: Read yesterday
NRS Apr 07 – Mar 08
PAMCo Apr 18 – Mar 19
Print
Reach PC adds to print
Reach mobile adds to print and PC

5. That’s 6.4 million young people every day
They reach 45% of all 18-34s
That’s 6.4 million young people every day
Source: PAMCo (Apr '18 - Mar ‘19)

6. Readers spend a significant amount of time with their newsbrand of choice
Newspapers
1 hour 11 minutes
Tablet
56 minutes
Smartphone
54 minutes
Desktop
47 minutes
Sunday newspapers
1 hour 26 minutes
(read on a Sunday)
Time spent reading newsbrands on the days people read
Source: IPA TouchPoints 2018

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