Top facts you
need to know
about newsbrands
Newsbrands reach
47.5
million
adults in the UK
That’s more than
Source: NRS PADD Apr 2016 – Mar 2017
across all platforms…
Newspapers
32.6 million
Desktop & PCs
15.1 million
Newsbrands
47.5 million
Mobile
37 million
Source: NRS PADD Apr 2016 – Mar 2017
And their reach is growing…
39.7m
47.3m
+9.2m
38.1m
+4.7m
33.4m
NRS Jan-Dec 2007
NRS PADD Jan-Dec 2016
Print
Reach PC adds to print
Reach phone/tablet adds to print and PC
They reach 97% of all millennials
That’s just under 14 million 18-34s every month
Source: NRS PADD Apr 2016 – Mar 2017
Readers spend a significant amount of time
with their newsbrand of choice
Newspapers
1 hour 9 minutes
Tablet
50 minutes
Smartphone
50 minutes
Desktop
49 minutes
Sunday newspapers
1 hour 27 minutes
(read on a Sunday)
Time spent reading newsbrands on the days people read
Source: IPA TouchPoints 2016
Newsbrands command not only time, but attention as well
Solus media usage
Multiple media usage x high focus
Source: Newsworks – The battle for attention, 2016
Newsbrands deliver results
Adding newspapers
to your campaign
boosts ROI by
times on
average
Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015
… across many sectors
Adding newspapers to a retail
campaign increases
effectiveness by 2.8 times
Adding newspapers to an
automotive campaign increases
effectiveness by +71%
Adding newspapers to a
travel campaign boosts
effectiveness by 3 times
Adding newspapers to a
finance campaign increases
effectiveness by 5.7 times
Adding newspapers to a
FMCG campaign increases
effectiveness by +20%
Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015
They make other media more effective
Using digital
newsbrands boosts print
ROI by up to 5 times
Newspapers make TV twice as
effective and online display four
times more effective
Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015
And it’s not just ROI – Multi-platform
newsbrands impact all business metrics
sales
market share
Print + digital newsbrand users
Non-users
price sensitivity
loyalty
% reporting very large effects
customer acquisition
profit
Source: IPA Databank case studies 2012 - 2014
They make other media work harder
Newsbrands boost the
effectiveness of TV
+65%
Vs TV with no newsbrands
Source: IPA Databank case studies 2012 - 2014
And boost the business
effectiveness of other digital media
+53%
+118%
Vs online display with
no newsbrands
Vs social media with
no newsbrands
Source: IPA Databank case studies 2012 - 2014
The roles newsbrands play
What roles can newsbrands play in the modern media mix?
Using learnings from around the industry we have synthesised the job for communications
into five core routes. In the age of storytelling, newsbrands play a key role in delivering
outcomes against all five core routes.
Fame & stature
Prompt action
Education &
understanding
Build trust
Address an issue
Newsbrands create the
sense of a brand having
momentum; of being an
important brand that
commands attention
Newsbrands cause
consumer action, directly or
indirectly impacting sales
Newsbrands deepen
consumer understanding of
what a product, brand or
company is or does
Newsbrand advertising acts to
consolidate or develop a
brand’s reputation
Newsbrands are effective for
brands that need to focus on a
specific issue or event