2. What we did
2 week
newsbrand
diary and
deprivation task
6 x 8 person x 2 hour
workshops
London, Birmingham
& Leeds
Online survey
1000 respondents
representative of
national news
readership
Depth interviews
12 respondents from
workshops – in
home
3. TV news Social media
Radio news
Other news websites
providers
Newsbrands
News sources
Aggregators
4. You need the news so
you’re on the ball and
can be quizzed in your field
Being in
the know
5. I use it for banter at work – we all
read the same football columns
Being in
the know
Fuelling
conversation
6. It helps me unwind at
the end of a long day
Being in
the know
Fuelling
conversation
Relaxing/
me-time
7. I like feel-good stories, people
overcoming their backgrounds
and succeeding – it’s inspiring
Feeling
uplifted
Being in
the know
Fuelling
conversation
Relaxing/
me-time
8. It’s always been part of
my daily routine, I just
like to keep up to date
Feeling
uplifted
Ritual
& routine
Being in
the know
Fuelling
conversation
Relaxing/
me-time
9. I’m always flicking through
the apps when it’s quiet
Passing
the time
Feeling
uplifted
Ritual
& routine
Being in
the know
Fuelling
conversation
Relaxing/
me-time
10. TV Newsbrands RadioSocial media Aggregators Other news
websites
91%
71%
58%
47%
36%
24%
65%
71%
58%
47%
19%
24%
All brands
Commercial brandsPopularity
30. Newsbrands appear to fulfil
all of these need states best.
This creates a strong
emotional relationship
between newsbrands and
their users
News content is important to people –
and addresses many need states
The relationship is
becoming more
entrenched due to new
digital platforms
All of this is creating a
powerful emotional
context for advertisers –
brand ‘rub’