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Irish Times readers visit, buy from supermarket in response to print brochure campaign

07 April 2014 · by Irene Fogarty

In recent years, Lidl, the hard-discounter supermarket, has done an excellent job of repositioning its brand perception in the Irish middle-class mindset.

The brand has successfully targeted affluent customers and continues to pull them away from soft discounters through a number of smart initiatives.

By championing organic foods and local produce, along with the addition of in-store bakeries and the release of a “deluxe” range of goods, Lidl has achieved substantial growth of its Irish grocery sector market share, particularly among “high social class” consumers.

Correspondingly, research undertaken by The Irish Times into grocery shopping habits of our traditionally middle-class readership shows a highly engaged audience for Lidl’s advertising. We tested reader reaction to 11 brochure format advertisements for Lidl via our representative reader panel.

Our research reveals average reader recall of 71% for this format of ad. Meanwhile, 46% of readers who see a Lidl brochure express purchase interest.

Publication last November in The Irish Times of a highly appealing Lidl “deluxe” range brochure (targeting the 2013 Christmas market) prompted us to undertake some “extra-value” research on behalf of the supermarket brand.


De Persgroep delves into what “digital newspapers” mean to consumers, finds surprising results

09 February 2014 · by Ilse Peeters

Nowadays, market research is being confronted with the new reality of media consumption. Newspapers are no longer merely a printed medium; readers also have access to digital versions on Web sites, tablets, and mobile.

We are facing the major challenge of mapping out all of these media touchpoints as accurately as possible.

Knowing and understanding “digital” terminology and the confusion surrounding it among consumers is a key part of this process.

What does “digital” mean to the man in the street, and do marketeers use the same language as consumers when talking about media use?

De Persgroep wants to gain a clearer insight into this issue, so it kicked off the year by researching what the concept of “digital newspapers” meant to newspaper brand users and how they referred to various touchpoints. A total of 1,376 adult respondents completed the survey.

Misconceptions about the “digital newspaper” concept: Nine out of 10 respondents claim to know what digital newspapers are. However, there are a fair number of misconceptions about what exactly qualifies as a digital newspaper.


Cross-media study shows print advertising has highest ROI

04 February 2014 · by Erik Grimm

Are advertising budgets well spent?

In times of economic crisis especially, it is tempting to focus on costs. Media budgets are limited in general, and print advertising in particular is experiencing a considerable decline. Online advertising is flourishing, while TV seems to maintain its share.

But what about the return on investment of advertising in these media channels? Is the shift toward online a rational decision? A media campaign should not be judged solely on costs, discount, or reach.

It is results that count. How can the yield of advertising be judged?

In the last few years, return on investment (ROI) has become the most popular key performance indicator to evaluate the selected media mix.

Thorough method of measuring media ROI: Following the example of a German study, Dutch news media and GfK Research have studied the options to optimise media usage.

In a study of 10 different multi-media campaigns, the additional sales of brands is compared to the media spend to calculate the yield of the advertising euro.

And the insights from this study appear to be similar to earlier results: By fine-tuning the chosen media channels, much more media effectiveness can be realised.

Remarkably, the print media are delivering the best returns. Beside these interesting observations, some useful additional insights can be derived.


Growth of tablets redefines news consumption overnight

06 January 2014 · by Erik Grimm

The fast growth of tablet use has changed news consumption radically. That is the conclusion drawn from the sixth edition of GfK’s study, “Trends in Digital Media.”

In December 2013, the majority of the Dutch population owns a tablet. And one in three people uses this device for news, several times a week. Other trends that accelerate digital news consumption are the widespread use of news alerts and the confrontation with news items on social media.

With the rapid growth of tablet ownership (with an average news consumption of 1 hour per week), news consumption has developed into a multi-media activity; cross-media publishing has become the standard. The majority of the Dutch use both news print and online news. The group that uses only newsprint has shrunk to 20%.

Remarkably, digital only news consumption is even smaller: only 15%. The old assumption that digital news cannibalises newsprint is no longer valid; with their entire portfolio, news brands serve 90% of the Dutch population, far bigger than in print’s glory days.

Tablets, news alerts, and social media: So the largest growth of news reading is caused by the tablet. In one year’s time, there were 2.5 million new users. Total ownership has grown to 6.8 million people, with 4 million of them using their devices for news.


Women more likely to read, act on newspaper advertising

01 December 2013 · by Irene Fogarty

In 2013, with the aid of our business partner, Research and Analysis of Media AB (RAM), INMA’s research expert group conducted a European Newspaper Reader Survey, exploring the trust and value readers place in their newspaper of choice.

The survey attracted participation from nearly 30,000 readers across 80 different European print titles.

One of many interesting reveals from our survey is the gender difference in reader receptiveness to newspaper advertising. While our overall findings have many positive insights for newspapers in this regard, high engagement among female readers vis a vis newspaper ads stands out, compared with their male counterparts.


Research explores effect of trust and value on advertisement likeability

17 November 2013 · by Bart de Proost

In 2012, Cebuco and Intomart Gfk conducted research on trust and value that showed readers have a strong connection to and confidence in the newspaper they read. 

To prove the positive effect this strong connection and trust have on advertisers, De Persgroep Advertising in the Netherlands asked Ruigrok-NetPanel to carry out further research.

This is what they found:

Execution of the research: To register which effect the environment has on an advertisement, researchers presented some participants with advertising in the context of a printed newspaper. Other test subjects were shown advertising in an online environment. A third group was shown an ad on its own. 

The research was carried out quantitatively online for readers and non-readers of newspapers and for visitors and non-visitors of Web sites.

The importance of likeability: Consumers now are being flooded with advertising messages. Advertisements are not always noticed by the target group, which is why the message doesn’t always reach the consumer.

Between consumer reach and the actual effect on brand recognition, brand preference, and purchase intent are a number of barriers that need to be broken. Likeability plays a major role.

What the target group intends with the likeability of an advertisement is the extent to which an advertisement is positively appreciated. When a consumer thinks an advertisement is fun, kind, or sympathetic, he or she touches a susceptible mood and is open for new things.

This mental state benefits the absorption of the communicated message (Franzen & Bouwman, 1990).

High trust and value among readers: Readers attach great value to the newspaper they read. Nearly four-fifths of readers (78%) indicated the newspaper gives them knowledge, and three-quarters (73%) said reading the newspaper represents a moment for themselves.

Readers have great confidence in their newspaper. Of those surveyed, 70% indicated they trust the information they reading in their newspaper. More than half (56%) believe the newspaper offers them high-quality content they don’t find elsewhere.


Dutch campaign shows value of news by imagining life without it

03 September 2013 · by Erik Grimm

News media companies play an important role in our society, both on a personal level and for society as a whole.

But nowadays, public opinion underestimates the role of news media. They are perceived like the sun, something that’s there every morning but unappreciated.

A new campaign by 39 Dutch brands in all possible news media — including newspapers, Web sites, social media (online virals), and radio — set out to change this perception by persuading the Dutch public of the indispendable value of news.

Led by NDP Nieuwsmedia, the campaign has received a wide reception in the Dutch media. It will enable follow-up for specific target audiences, such as politicians (lobby), education (young readers), and advertisers, and encourage a better entrepreneurial climate and more appreciation from readers and advertisers.

The creative concept of the ads focuses on the importance of journalism. The creatives illustrate what we would miss if news media were not around.

The kickoff advertisement, for example, states: “This is what you would have known about Syria without news media.” This was followed by an empty space to symbolise how little that is.


Irish Times research shows quality newspaper readers like a bargain, too

31 July 2013 · by Irene Fogarty

The average Irish Times newspaper reader has money and occupies a high social class, with 79% of readers falling into the ABC1 (higher social class) bracket: the highest proportionally of any Irish daily title (source: JNRS/MBL 2012).

Our readers’ pre-tax family income averages €60,923, compared with a population average of €41,945 (source: © Kantar Media TGI Republic of Ireland Survey 2012).

However, recent research using The Irish Times Reader Panel shows our readers are highly engaged with — and prompted to action by — advertising from budget grocery retailers.

To illustrate this point, we look to a TGI Republic of Ireland Survey, which shows a steady, year-on-year increase in the number of Irish Times readers shopping at European grocery retailer Lidl. Since 2009, the number of readers using Lidl has grown by 14% (source: © Kantar Media TGI Republic of Ireland Survey 2012).


Newspapers are a valuable source of information for potential car buyers

16 June 2013 · by Ilse Peeters

Newspaperswork, the Belgian newspaper publishers’ marketing platform, has recently set up the Consumer Insights Center (CIC).

The CIC is a knowledge centre that will gauge the views of newspaper readers and Internet users on current themes or specific sectors on a regular basis.

What makes the CIC special is that it is a joint initiative of the different newspaper publishers, which have joined forces to position the medium in the market through research.

For the first survey, the CIC has chosen the automotive industry. Historically, this sector is very important for newspapers. In recent years, however, it has been hit hard by the economic crisis, and advertising income has fallen considerably.

The survey looks at the position of the car in the life of Belgian consumers, brand recognition, buying intentions, and consumers’ attitudes to car advertising. The importance, credibility, and call to action of the different media in terms of car advertising are also examined.

The CIC worked with the independent market research firm, AQRate, for the survey. The online interviews were conducted between January 11 and February 3 of this year. A total of 2,510 respondents took part in the study, which was representative of the views of the Belgian over-18 population.

The survey’s approach is also special, in that two different recruitment methods were chosen, via AQRate’s online panel, as well as recruiting ads in the newspapers and on the pubishers’ Web sites. The results are very promising.


Irish Times quantifies value of its “non-clickers”

06 May 2013 · by Irene Fogarty

The Irish Times runs four audience panels for research purposes (operated in conjunction with our business partner, RAM Panel). One panel is dedicated to and represents our Republic of Ireland digital audience.

A huge advantage of the digital audience panel rests in the scope we gain to study the impact of online ads beyond traditional click-through rate metrics.

We are all aware that click-through rate, or CTR, means the interaction on a display ad bringing you to the brand Web site or tailored brochure page for that ad. In other words, you have to physically interact with the advertisement to be counted.

For me, CTR misses important aspects of engagement with ads, and we are not serving our advertisers well if we focus only on CTR as a measure of campaign success.

Strong voices in the industry show counter-arguments to CTR are gaining momentum.

As John Lowell of Starcom points out, “A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal – and it’s certainly not to generate clicks.”

Equally, John Battelle, board member of the IAB, argues, “You don’t build brands by optimising for clicks. There needs to be other measurements.”

Globally, CTR continues to be low. 


About this blog

The mission of the Media Research Blog is to highlight research done by newsmedia companies as an activity that should guide strategic and tactical decisions. At INMA we believe research is more vital than ever in understanding the complex calculus of audiences, advertising, and media platforms. To put it bluntly, we hope to inspire media researchers worldwide with this blog put together by the INMA Europe Research Committee.

Blog team

Herve Barbot
Director of Research and Development, Ouest-France, France

Irene Fogarty
Research Executive, The Irish Times, Ireland

Wolfgang Granigg
Business Development, Styria Medien Group, Austria

Erik Grimm
Research Director, Cebuco, The Netherlands

Ilse Peeters
Research Manager, De Persgroep, Belgium

Bart de Proost
Manager Business Intelligence Center, De Persgroep, Belgium

Pia Stork
Research Manager, Ekstra Bladet, Denmark

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