SPECIAL FEATURE
NEWS
PAPERS
• 48 % OF CONSUMERS SAY THEY ‘ USUALLY NOTICED ’ ADVERTS IN LOCAL NEWSPAPERS ( 46 % IN NATIONAL PAPERS )
• 35 % OF CONSUMERS SAY THEY ARE LIKELY TO PURCHASE FROM ADS THEY SEE IN LOCAL AND NATIONAL NEWSPAPERS
OPTIMAL MEDIA MIX IN
EUROPE
FOR FMCG , THE OPTIMAL MEDIA MIX IS PRINT / 30 % TV / 40 % ONLINE / 6 % OTHER / 24 % FOR SERVICES , THE OPTIMAL MEDIA MIX IS PRINT / 35 % TV / 30 % ONLINE / 15 % OTHER / 20 %
THE
CUSTO MER IS
KING
CUSTOMER MAGAZINES
ARE PICKED UP ON AVERAGE 2.7 TIMES AND KEPT ON AVERAGE OVER TWO WEEKS
R
FOR EVERY £ 1 SPENT , MAGAZINES GENERATE
• £ 1.47 FOR FMCG CLIENTS
• £ 1.89 FOR FINANCE ADVERTISERS
• £ 11.31 FOR TELECOMS ADVERTISERS 2
MAGAZINES PRODUCED FOR BRANDS DELIVER 70 % OF THE CIRCULATION OF THE TOP 10 MAGAZINES IN THE UK AND REACH OVER NINE MILLION PEOPLE 8
I
DIRECT MAIL
• 84 % OF PEOPLE TEND TO OPEN ALL OF THEIR POST
• 48 % OF ADULTS HAVE DONE SOMETHING IN THE PAST 12 MONTHS AS A RESULT OF RECEIVING DIRECT MAIL , INCLUDING 14.2M THAT HAVE PURCHASED A PRODUCT
• 19 % OF PEOPLE KEEP AN ITEM OF DIRECT MAIL FOR FUTURE REFERENCE
• THE ONLINE COMPONENT OF CAMPAIGNS PAYS BACK 62 % MORE AND THE TV COMPONENT PAYS BACK 37 % MORE WHEN THERE IS DIRECT MAIL IN THE MARKETING MIX
68 %
OF CONSUMERS SAY ONLINE ADS ARE “ ANNOYING ” AND “ DISTRACTING ” 7
1
IPC MEDIA INSIGHT / NIELSEN AND MINDSHARE / ADVALUE – DOES MAGAZINE ADVERTISING DRIVE SALES ?, NOVEMBER 2012
2
BRAND SCIENCE ( OMNICOM ’ S RESEARCH DIVISION ), ANALYSIS OF 750 ECONOMETRIC STUDIES , 2010
3
MEREDITH ENGAGEMENT DIVIDEND POWERED BY NIELSEN / MEREDITH INVESTOR DAY PRESENTATION , NOVEMBER 2012
4
PPA / MINDSHARE MAGANOMICS STUDY , 2012
5
CITY UNIVERSITY / NEIL THURMAN , NEWSPAPER CONSUMPTION IN THE DIGITAL AGE , 2014
6
PPA / CMA , ONGOING
7
NIELSEN NATIONAL CROSS-MEDIA ENGAGEMENT STUDY , 2013
8
ABC , FEBRUARY 2014
With thanks to Two Sides for kindly providing the above infographic for use in Covered .
Covered Spring 2018 11