Adding newspapers has been shown to produce a 5.7% immediate sales increase

1. Newspapers drive sales for Food
brands
1
Summary of effectiveness test findings

2. Newspapers drive sales for food brands
Over 4 years - 10 major FMCG brands, 12 campaigns

3. “Fundamentally (and importantly!) the
ads helped shift boxes of cereal…”
Phil Toms
Product Group Manager
Shredded Wheat.
“…there was clear evidence that
newspapers delivered incremental sales
on top of TV and promotions.”Jon Goldstone
Vice President of Marketing
Walkers (now Premier Foods)
“Results across two years show that
newspapers …deliver a significant return
on advertising investment.”Sam Mitchell
Marketing Manager
Philadelphia.
“… the newspaper campaign boosted
sales, bringing in new trialists during the
campaign and for a short period
afterwards .”Karine Chik
Marketing Manager
Dairylea Lunchables

4. dunnhumby
Tesco Clubcard data

5. 7.0
1.7
3.9 3.9 4.2 4.7 5.1
6.9
8.3
10.5
20.5
Adding newspapers produces 7.0% immediate
sales increase
Source: dunnhumby, based on 10 Food brands

6. 6.6
3.0 3.5
1.9
3.9
5.1
8.4 7.6
19.4
Newspapers sustain sales increases
% sales increase driven by newspapers - 12 weeks post campaign
Source: dunnhumby, based on 8 food brands
* Hovis only measured 6 weeks post campaign

7. 8.3
16.2
6.8 6.7
1.3
6.1
4.7
6.1
10.0
17.0
8.3% relative increase in brand penetration
Source: dunnhumby, based on 9 food brands

8. 8.1
6.9
5.7
8.6
11.0
8.1% higher sales at 3OTS during campaign
Source: dunnhumby, based on 4 food brands

9. TNS Worldpanel data
TNS Worldpanel data

10. Kraft Philadelphia: TV + Newspapers drives
sales uplift
63 x full page
370 GRPs
30 x half page
219 GRPs
24 x half page
239 TVRs
281 TVRs
30,20,10 secs.
305 TVRs
30,10 secs.
427 TVRs
30,10 secs.
+26%
+18.5%
+16%
Apr – May
2006
Mar – Apr
2007
Aug – Sep
2007
100
97
£ TV + NP uplift
indexed
vs 2006
112
Source: TNS Worldpanel; 28 day sales effect
Newspaper
delivery
TV delivery

11. Newspaper advertising influences up to 92% of sales uplift
Incremental Philadelphia sales due to advertising, by media exposure
28 day sales effect
Source: TNS Worldpanel
75%
48%
92%
Apr/May 2006
14%
61%
25%
35%
13%
52%
43%
49%
8%
Mar/Apr 2007 Aug/Sep 2007
TV + NP
NP Solus
TV Solus

12. Kraft Philadelphia: Newspapers solus drive 43% of extra sales
43
35
14
Source: TNS Worldpanel
NP solus share of total incremental sales
28 day sales effect
Apr/May 2006
Mar/Apr 2007
Aug/Sep 2007
NP Spend
Index vs 2006

13. Kraft Philadelphia: Newspapers deliver full price sales
Incremental Sales - % normal price vs on promotion
68
4
66
38
26
32
96
34
62
74
100
Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007
Newspaper solus TV solus
Source: TNS Worldpanel
Normal Price On promotion (NP) Normal Price On promotion (TV)