The ProofThe business case for newspaper advertising as part of the media mix

2

Newspapers generate 4% additional sales for Hovis both immediately and 6 weeks post campaign

Multimedia effect of TV plus newspapers causes 6.4% uplift during and 11.5% post

Newspapers boost penetration by 7% and trial by 15%

Adding newspapers more than doubles the increase in emotional brand involvement

Newspapers made a great TV work harder – response to the TV ad was much stronger when the newspaper campaign had also been seen.

HovisHeadline results

3

TV and national newspapers – both print and online formats – are the perfect partnership

They are processed in different but complementary ways: TV is more passive, newspapers involve active processing

TV and newspapers are heavily consumed in the evening; online newspapers have high daytime access. Media profiles are complementary

Together, the brand impact should be stronger than either medium separately

Test hypothesis:Newspapers are perfect partners to TV

“We've enjoyed working with the NMA and have found it a productive relationship.

They helped provide some valuable feedback on our creative work through pre-testing and provided some fascinating insight on the powerful multiplier effect of a TV plus newspaper campaign.”

Jon Goldstone

Marketing Director

Premier Foods

The client’s view

Kellogg’s and Optivita are registered trademarks of Kellogg Company4

Newspaper creative

Hovis:The creative work

Newspaper creative

TV creative

5

Heaviest third of viewerstake 53% of Hovis’ TV delivery

Source: BARB analysis of HovisTV campaign – Housewives

53%

16%

31%

Heavy

Medium

Light

Hovis TV campaign

Share of campaign weight by light, medium & heavy TV viewers

6

7

Hovis TV campaign

Analysis of heavy TV viewers by social grade

%

Heavy TV viewersare skewed downmarket vs Hovis buyers

Source: BARB analysis of Hovis TV campaign – Housewives/TGI 2009 Hovis main shopper user profile

AB

C1

C2

DE

Heavy TV viewers social class Hovis TGI profile

47

23

19

17

24

31

10

29

Frequency distribution for Hovis TV campaign

Newspapers balance TV deliveryreaching light viewers with low OTS

Source: BARB analysis of HovisTV campaign – Housewives

Zero OTS 1-2 OTS 3-4 OTS 5-7 OTS 8-9 OTS 10+ OTS

8

1412

17

9

40

Low weights ofTV exposure are

less effective The optimum OTS

High weights ofTV exposure sufferdiminishing returns

8

Newspaper audience delivery indexed against commercial TV

Newspapers’ audience profile complements TV with a profile that is relatively young, ABC1 and London

Source : BARB Jul – Dec 2008 / NRS Jul – Dec 2008

Men 16-24 25-44 AB C1 London

119

138

107

159

111

149

TV: Index v Popn88

73 92 66 90 79

NPs: Index v Popn105

101 98 105 100 118

Commercial TV indexed @ 100

9

10

The findings

Hovis

11

Sep 08 Oct 08 Nov 08 Dec 08 £m

MediaTarget Audience:

Women main shoppers 25-65 ABC1 with kids

TV 3.2

Cinema 0.6

Newspapers 0.8

Research DatesMillward Brown

Pre-wave

Post-wave

Hovis:Test detail

Media Plan

1000 TVRs

Campaign Objectives

Re-establish Hovis as a legendary brand and catapult it back to its rightful place in the centre of British popular culture

394 GRPs

Sample: 768 Women 25-64 with kids who buy pre-packaged sliced bread nowadays, non-allergic to wheat

Media Source: NMR/BARB/NRS

Adding newspapers boosts sales

Advertising effect on Hovis sales

% increase

TV solus 8/9–12/10/08 NP during 13/10–7/12/08 NP post 8/12–11/01/09

2.0

4.23.9

12

Multiplier effect on saleswith TV plus newspapers

Advertising effect on Hovis sales

% increase

NP + NP during 13/10–7/12/08 TV + NP post 15/12–18/01/09

6.4

11.5

13

Newspaper advertising effect on Hovis sales different OTS

% increase

3+ newspaper OTSincreases sales uplift significantly

5.7

1–2 OTS during 1–2 OTS post 3+ OTS during 3+ OTS post

3.63.8

5.7

4.0

14

Newspaper advertising effect on Hovis penetration

% increase

Brand penetrationincreased by newspapers

NP during NP post

6.7 6.9

15

Newspaper advertising effect on Hovis trial

% increase

Newspapersstimulate new trial

NP during NP post

15.0

12.9

16

TV solus TV + NP Any NP

51

61 5956

72 70

Brand involvement – Someone I’d like

Pre to post % points increaseTop 2 Box %

Adding newspapersdoubles increase in emotional brand connection

72

+5 +11 +11

Pre-wave Post-wave

17

Brand commitment – Likelihood to choose

Pre to post % points increaseTop 2 Box %

Adding newspapersdrives brand commitment

TV solus TV + NP Any NP

4649

5347

53 55

+1 +4 +3

Pre-wave Post-wave

18

TV + newspapersstrengthens brand image

Brand image

Pre to post % points increase

% endorsing Hovis

Worth paying more for

Better Quality than others

Healthier than others

Baked in a traditional way

10

10

11

13

8

8

12

17

-1

-2

9

8

TV solus TV + NP Any NP

19

Adding newspapersfurther builds brand equity

10

82

92

94

99

Bonding +1 -1

Advantage +4 +9

Performance +3 +4

Relevance +2 +6

Presence 0 +1

TV Solus TV + NP

Brand Dynamics equity analysis post-wave

% points change on pre-wave

10

69

86

87

99

20

Adding newspapersmakes TV ad work harder

Response to TV ads

% agreeing

Made me more likely to buy Hovis

Made brand more appealing

Points made were relevant

Contained different informa-tion

Contained new information

57

73

62

61

36

+13

+12

+15

+11

+11

41

41

54

36

48

TV solus Added effect of NP Millward Brown norm

21

TV involvement diagnostics

TV engagement increased furtherwhen newspapers seen

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

Irritating

Unpleasant

Disturbing

Involving

+ -

Norm: 698 TV ads

Added effect of NP

Recognise TV only

Recognise TV + NP

(Each axis 0-100%)

+3 +9

22

TV advertising strongly suggests

% answering

Newspapersenhance TV messaging

Better quality than other brands

Full of goodness

Offers something for ev-eryone

Good for kids

More established than other brands

As good today as it's always been

43

48

51

62

78

90

+15

+12

+16

+12

6

-1

+6 84

74

67

60

91

58

TV solus +/- added effect of NP TV + NP

23

Newspaper ad recognition above norm

Recognition – Newspaper ads

% recognising

Hovis Millward Brown print norm (326 ads)

24

20

24

Newspaper ads

% agreeing

Impactful, well-branded newspaper creative

I'd stop and look rather than turn the page

Very eye-catching

46

61

45

72

87

79

Hovis Millward Brown Norm

Definitely remember ad was for Hovis

25

Newspaper advertising strongly suggests

% answering

Newspaperscommunicate supporting messages

26

Better quality than other brands

Something for everyone

More established then other brands

Full of goodness

Good for kids

As good today as it's always been

54

57

58

64

76

77

Newspaper adsnewsworthy and persuasive

Response to newspaper ads

% agreeing

27

Made me more likely to buy Hovis

Made brand more appealing

Points made were relevant

Contained different informa-tion

Contained new information

67

78

74

67

64

33

36

45

31

42

Millward Brown norm

Call to actionup 47% with multiple newspaper ads

58

7385

Advertising measures – Call to action

Gives me a reason to go out and buy

Top 2 Box %

TV solus TV + 1 NP ad TV + 2 or 3 NP ads

58

73

85

28

Depth of informationbuilds with newspapers

Advertising measures – Depth of information

Gives me enough information to decide

Top 2 Box %

29

TV solus TV + 1 NP ad TV + 2 or 3 NP ads

70

8994

Multi-media campaignheightens emotional impact

Advertising measures – Brand values

Helps me connect and identify more strongly

Top 2 Box %

30

TV solus Any NP TV + NP

75 77

88

Multi-media campaigndrives re-appraisal

Advertising measures – Re-appraisal

Surprising and gets me to think differently

Top 2 Box %

31

TV solus Any NP TV + NP

7368

86