1. Methodology and sample definitions The company you keep

2. Sample for quantitative research Total sample: 8,600 –Main sample : 8,000 completed online reading task followed by online questionnaire –Face to face sample: 600 read physical paper/tablet edition, followed by online questionnaire Each respondent saw one test ad, placed in one platform/title, but were not made aware of the ad, or asked advertising questions until all brand questions were completed Main sample split : –equal groups read (online mock-up of) print, computer or tablet edition –equal groups across six titles, equal groups for main news and relevant editorial placement for each advertiser Face to face sample : –300 saw ad in physical tablet newsbrand, 300 saw ad in physical print newsbrand

3. 8 campaigns 3 platforms

4. Respondents choose an avatar and move in visual animations Proximity Methodology © Copyright 2014 Conquest Research & Consultancy Ltd. All rights reserved. The Metaphorix® tool and brand name Metaphorix® are the exclusive property of Conquest Research & Consultancy Ltd. Mix of conventional questions, indirect questions (see below) and implicit measurement

5. Brand love Buzz Consideration composite of three indirect engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them. Key metrics, averaged across all brands & titles how much people feel the brand is being talked about (indirect) intention to purchase the brand the next time in market; direct question: results based on definitely/probably will choose

6. Key groups - definitions Newsbrands (regular readers) –regularly read national newspaper brand and platform –saw ad in the national newspaper brand they regularly read Non-readers –saw ad in newsbrand context during research, but do not read any national newspaper or native news title (Huffington Post/MSN) on any platform, ie are not familiar with/not ‘primed’ by the newsbrand context Committed readers (chart 49) –regular newsbrand reader and consider title to be like a close friend –saw ad in the national newspaper brand they regularly read and feel very close to Print, tablet and computer results (eg chart 35) compare groups of regular readers of national newsbrands who saw the ad in their chosen regular platform with non-readers who saw ads in the same titles and platform

7. Key groups - definitions Committed readers (chart 49) –regular newsbrand reader and consider title to be like a close friend Additionally, we show results from the face to face sample who read the physical newspaper or tablet on Chart 39 And use these data to model projected results for the total sample of 8,600 if everyone had completed reading task using the physical tablet or newspaper, instead of mocked up on desktop (Charts 40 & 41). Results for Computer are obviously unaffected.