1

Newspapers drive sales for Food brandsSummary of effectiveness test findings

Newspapers drive sales for food brands

Over 4 years - 10 major FMCG brands, 12 campaigns

“Fundamentally (and importantly!) the ads helped shift boxes of cereal…”

Phil TomsProduct Group ManagerShredded Wheat.

“…there was clear evidence that newspapers delivered incremental sales

on top of TV and promotions.”Jon GoldstoneVice President of MarketingWalkers (now Premier Foods)

“Results across two years show that newspapers …deliver a significant return

on advertising investment.”Sam MitchellMarketing ManagerPhiladelphia.

“… the newspaper campaign boosted sales, bringing in new trialists during the

campaign and for a short period afterwards .”Karine Chik

Marketing ManagerDairylea Lunchables

dunnhumby Tesco Clubcard data

Avera

ge

Mul

ler

Shred

ded

Whe

at 1

Birds

Eye

Hovis

Wal

kers

Sen

satio

ns

Shred

ded

Whe

at 2

BS Shr

edde

d W

heat

Oats

& Mor

e

Dairy

lea

Lunc

habl

es

KETTLE

7

1.73.9 3.9 4.2 4.7 5.1

6.98.3

10.5

20.5

Adding newspapers produces 7.0% immediate sales increase

Source: dunnhumby, based on 10 Food brands

Avera

ge

Mul

ler

Shred

ded

Whe

at 1

Birds

Eye

Hovis*

Shred

ded

Whe

at 2

BS Shr

edde

d W

heat

Dairy

lea

Lunc

habl

es

KETTLE

6.6

3.0 3.51.9

3.95.1

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

Avera

ge

Shred

ded

Whe

at 1

Birds

Eye

Hovis

Wal

kers

Sen

satio

ns

Shred

ded

Whe

at 2

BS Shr

edde

d W

heat

Oats

& Mor

e

Dairy

lea

Lunc

habl

es

KETTLE

8.3

16.2

6.8 6.7

1.3

6.14.7

6.1

10

17

8.3% relative increase in brand penetration

Source: dunnhumby, based on 9 food brands

Avera

ge

Mul

ler

Hovis

Shred

ded

Whe

at 2

BS Shr

edde

d W

heat

8.056.9

5.7

8.6

11

8.1% higher sales at 3OTS during campaign

Source: dunnhumby, based on 4 food brands

TNS Worldpanel dataTNS Worldpanel data

Series1

Kraft Philadelphia: TV + Newspapers drives sales uplift

63 x full page370 GRPs

30 x half page219 GRPs

24 x half page239 TVRs

281 TVRs30,20,10 secs.

305 TVRs30,10 secs.

427 TVRs30,10 secs.

+26%

+18.5%+16%

Apr – May 2006

Mar – Apr 2007

Aug – Sep 2007

100

97

£ TV + NP uplift indexedvs 2006

112

Source: TNS Worldpanel; 28 day sales effect

Newspaper delivery TV delivery

Newspaper advertising influences up to 92% of sales uplift

Incremental Philadelphia sales due to advertising, by media exposure28 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

Kraft Philadelphia: Newspapers solus drive 43% of extra sales

Series1

43

35

14

Source: TNS Worldpanel

NP solus share of total incremental sales28 day sales effect

Apr/May 2006

Mar/Apr 2007

Aug/Sep 2007

NP Spend Index vs 2006

100

32

34

Kraft Philadelphia: Newspapers deliver full price sales

Incremental Sales - % normal price vs on promotion

Mar/Apr 2006 Apr/May 2007 Aug/Sep 2007 Mar/Apr 2007 Apr/May 2007 Aug/Sep 2007

68

4

66

3826

32

96

34

6274

100

Newspaper solus TV solus

Source: TNS Worldpanel

Normal Price On promotion (NP) Normal Price On promotion (TV)