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National Newspapers –
     Fingertip facts
                                                                           Pg 2

                                      Contents


   Campaign cost & cover – selected groups
   Cover & cost vs other media
   Campaign costs by audience
   Newspaper coverage build
   Less wastage with newspapers
   Demographic profile: Newspapers vs TV
   National newspapers strong in London
   Newspapers’ regional profile fits well with TV

    The costs cited in this booklet are ballpark estimates of market
    costs in 2008. A number of factors can influence the eventual price.
                                                Pg 3




       Campaign cost & cover – selected groups
 National newspapers offer a cost-effective way to
engage with consumer across a range of products
                                     and services
                                         Pg 4

              Main supermarket shopper



£1.2m buys…
Page colour campaign

Campaign reach: 19.5m
70% cover @ 5 OTS
                                 Pg 5

Buy dog food


                       £370k buys…
 25x4 colour campaign

               Campaign reach: 5.6m
         70% cover @ 5 OTS
                                                 Pg 6

       Eat Walkers crisps at least once a week



£350k buys…
25x4 colour campaign

Campaign reach: 13.8m
70% cover @ 5 OTS
                                                  Pg 7

     “Prepared to pay more for foods that don’t
                 contain additives


£1.2m buys…
Page colour campaign

Campaign reach: 15.2m
70% cover @ 5 OTS
                                              Pg 8

        Used probiotic yoghurt in last week



£1m buys…
Page colour campaign

Campaign reach: 10.5m
70% cover @ 5 OTS
                                                     Pg 9

  Spend at least £5 per month on skincare products



£1.2m buys…
Page colour campaign

Campaign reach: 9m
70% cover @ 5 OTS
                                                 Pg 10

     Used hay fever remedies in last 12 months



£410k buys…
24x5 colour campaign

Campaign reach: 6.2m
70% cover @ 5 OTS
                                                          Pg 11

Take vitamins or other supplements at least once a week



£460k buys…
24x5 colour campaign

Campaign reach: 12.7m
70% cover @ 5 OTS
                                                   Pg 12

     Drank 5 or more pints of lager in last week



£250k buys…
24x5 colour campaign

Campaign reach: 2.6m
70% cover @ 5 OTS
                                            Pg 13

          Drank malt whisky in last month



£350k buys…
24x5 colour campaign

Campaign reach: 3.2m
70% cover @ 5 OTS
                                                  Pg 14

     Drink at least one measure of vodka a week



£270k buys…
24x5 colour campaign

Campaign reach: 2.6m
70% cover @ 5 OTS
                                                 Pg 15

     Took out a mortgage in the last 12 months



£1.1m buys…
Page colour campaign

Campaign reach: 1.4m
70% cover @ 5 OTS
                                 Pg 16

                   Have a loan



£400k buys…
24x5 colour campaign

Campaign reach: 9.3m
70% cover @ 5 OTS
                                                   Pg 17

    Spend £500 or more per month on credit cards



£1.1m buys…
Page colour campaign

Campaign reach: 2.6m
70% cover @ 5 OTS
                                                           Pg 18

Acquired a supermarket credit card in the last 12 months



                                             £350k buys…
                       25x4 colour campaign

                                Campaign reach: 300,000
                                70% cover @ 5 OTS
                                             Pg 19

        Have taken out Tesco car insurance



£410k buys…
25x4 colour campaign

Campaign reach: 1.1m
70% cover @ 5 OTS
                                                          Pg 20

Have taken out buildings and contents insurance direct from
            the company in the last 12 months

  £440k buys…
  25x4 colour campaign

  Campaign reach: 3.5m
  70% cover @ 5 OTS
                                                        Pg 21

Have taken out life assurance direct from the company
                 in the last 12 months

£370k buys…
25x4 colour campaign

Campaign reach: 4.7m
70% cover @ 5 OTS
                                            Pg 22

        Personal income of at least £40k+



£840k buys…
Page colour campaign

Campaign reach: 2m
70% cover @ 5 OTS
                                        Pg 23

              In full-time employment



£400k buys…
25x4 colour campaign

Campaign reach: 12.7m
70% cover @ 5 OTS
                                                  Pg 24

      Travelled by air on business in last year



£950k buys…
Page colour campaign

Campaign reach: 4.3m
70% cover @ 5 OTS
                                             Pg 25

        Obtained new car in last 12 months



£1.2m buys…
Page colour campaign

Campaign reach: 2.8m
70% cover @ 5 OTS
                                             Pg 26

       Bought a computer in last 12 months



£1.1m buys…
Page colour campaign

Campaign reach: 6m
70% cover @ 5 OTS
                                               Pg 27




                      Cover & cost vs other media
Newspapers vs other media cost & cover comparison
                                                 Pg 28

            Newspaper costs vs TV


                      Newspapers        TV
                       300 GRPs     300 TVRs
                      Page colour   30 seconds

16-34 men               £800k        £1650k

Men                     £940k         £990k

ABC1 men                £950k        £1350k

AB adults               £970k        £1200k

AB women                £1000k       £1000k

ABC1 women 25-45        £1030k        £960k
                                                Pg 29

             More reach in Newspapers

£400k buys one of…

        ABC1 adults         Reach & frequency


  Nationals – 25x4 colour    74% @ 4.3 OTS

  Radio – 30 seconds         48% @ 9.3 OTH

£300k buys one of…

         18-34 men          Reach & frequency


  Nationals – 25x4 colour    73% @ 4.3 OTS

  Radio – 30 seconds         56% @ 9.5 OTH
                                                         Pg 30

Newspaper: Same reach as 6 sheets, less cost



      ABC1 adults            Reach & frequency


 Nationals – 25x4 colour       75% @ 4 OTS       £400k

 6 sheets – 4750 x 2 weeks    75% @ 15 OTH       £640k
                                                   Pg 31

               Newspaper vs 48 sheets

£700k buys one of…

           18-34 men           Reach & frequency


  Nationals – Page colour        70% @ 4 OTS

  48 sheets – 2500 x 2 weeks    70% @ 13 OTH
                                                    Pg 32

  Newspaper reach more adults than online

£1m buys one of…
                            Number    Reach of UK
        All adults
                            reached    population

  Nationals – Page colour    34m      72% @ 4 OTS

  Online MPU ad              20m      42% @ 5 OTS
                                                        Pg 33

  Newspaper reach more 18-34s than online

£350k buys one of…
                              Number     Reach of UK
        18-34 adults
                              reached     population

  Nationals – 25 x 4 colour     9m      67% @ 4.5 OTS

  Online banner ad              7m      54% @ 5 OTS
                                                      Pg 34

Newspaper reach more ABC1 women than online

£600k buys one of…
                              Number    Reach of UK
       ABC1 women
                              reached    population

  Nationals – 25 x 4 colour    10.4m    75% @ 6 OTS

  Online MPU ad                6.5m     48% @ 5 OTS
                                                  Pg 35

  Newspaper reach more ABC1 women than
             women’s magazines
£400k buys one of…

          ABC1 women          Reach & frequency


  Nationals – 25 x 4 colour    70% @ 4.2 OTS

  Women’s magazines
                               49% @ 6.3 OTS
  Page colour
                                                  Pg 36

Newspaper reach more 18-34s than magazines

£350k buys one of…

           18-34 adults       Reach & frequency


  Nationals – 25 x 4 colour    67% @ 4.5 OTS

  Magazines – Page colour      62% @ 5.9 OTS
                                                   Pg 37

Newspaper reach more ABC1 men than magazines
                  – at less cost
 £350k buys one of…

            ABC1 men           Reach & frequency


   Nationals – 25 x 4 colour    76% @ 4.0 OTS

   Magazines – Page colour      46% @ 5.1 OTS
                                    Pg 38




          Campaign costs by audience
The entry cost of a 300 GRPs newspaper
   campaign delivering c 70-75% cover
                                                 Pg 39

           Campaign cost of newspapers

25 x 4 colour
  All women                              £410k

  All adults                             £400k

  ABC1 adults                            £380k

  Men                                    £360k

  ABC1 men / ABC1 women / 18-34 adults   £350k

  AB women                               £310k

  18-34 men                              £290k

  AB men                                 £280k
                                                  Pg 40

           Campaign cost of newspapers

Page colour
  ABC1 women                             £1140k

  Women                                  £1100k

  ABC1 adults                            £1090k

  All adults                             £1040k

  ABC1 men                               £950k

  Men / ABC1 men 35+                     £940k

  AB men                                 £910k

  18-34 adults                           £870k

  18-34 men                              £750k
                                   Pg 41




        Newspaper coverage build
Newspaper deliver fast coverage build
                                                          Pg 42

                           Newspapers


                                        Daily reach…
                                        23 million
                                        readership
                                        (48% of adults)



                                        Weekly reach…
                                        36 million
                                        readership
                                        (74% of adults)

Source: NRS Jul-Dec 2007
                                                      Pg 43

              Coverage build in national newspapers




Source: NRS
                                                  Pg 44




                   Less wastage with newspapers
 Targeting young adults in national newspapers will
reach a higher proportion of your audience with less
                                   waste than on TV
                                                                Pg 45

   Targeting 16-34 adults in newspapers
        – less wastage than on TV


         16-34 adults impacts as % of all adult impacts


Newspaper schedule                                        34%

Channel 4 Peak – Segment average                          29%

16-34 TV schedule – Terrestrial + multichannel            29%
                                                              Pg 46

     Targeting 16-34 men in newspapers
         – less wastage than on TV


          16-34 men impacts as % of all adult impacts


Newspaper schedule                                      37%

Channel 4 Peak – Segment average                        30%

16-34 TV schedule – Terrestrial + multichannel          26%
                                                   Pg 47




         Demographic profile: Newspapers vs TV
Even blockbuster TV shows that target young adults
 struggle to deliver more 16-34s than The Sun does,
                                by itself, every day!
                                                                                               Pg 48

                      Demographic profile:
                       Newspapers vs TV

         3m
                 2.9m                 2.9m


         2m                                                                   2.1m
                                                         2.0m
16-34s




         1m




         0m
                The Sun           X Factor            Big Brother          Spiderman 3
              Daily delivery     Final (ITV)           Final (C4)           Top 16-34
                                     2007                 2007               film 2007
                               Reach of best spot   Reach of best spot   Reach in first week
                                                  Pg 49

           Demographic profile:
            Newspapers vs TV




If you are targeting young and upmarket consumers,
                   newspapers are a good fit with TV
Newspapers & TV shows – age & class map
Newspapers & TV shows – age & class map
                                  Pg 52




National newspapers strong in London
                                                            Pg 53

        National newspaper are naturally strong in London


                                    National   London*
                       Adults
                                    delivery   delivery

               Cover                  72%        80%

               OTS                     4.2       4.6

               GRPs                   300        365

               Natural conversion               + 22%




*London ITV area
                                                          Pg 54

             Nationals’ natural London upweight is even
                         stronger for ABC1s

                                   National   London*
                   ABC1 Adults
                                   delivery   delivery

              Cover                  74%        83%

              OTS                    4.1        4.1

              GRPs                   300        380

              Natural conversion               + 27%




*London ITV area
                                                 Pg 55




 Newspapers’ regional profile fits well with TV
      National newspapers’ strength in London &
South East is a good fit with heavier TV viewing in
                       Midlands, North & Scotland
                                           Pg 56

TV viewing is weaker in London



                         ABC1 adult TVRs

 London                        217

 Rest of UK average            320

 National average              300
 National newspapers even up the                         Pg 57


battle to reach the London Audience


                     Audience delivery (adults)

                               Newspapers %       TV %

   London                            27            16
   South East                        17            16
   Midlands, Wales & West            22            26
   North                             25            32
   Scotland                           9            10
                                     100          100
                                                      Pg 58

National newspapers even up the battle to reach the
               London audience




   Newspapers can upweight TV in London – usually
   a competitive area and at a lower advertising weight
                                 than the rest of the UK
                                        Pg 59

TV ratings: examples from grocery and
        supermarket categories

				
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