2 0 1 9
NP Media Barometer Wave 1
November 2018
METHODOLOGY
• Fieldwork : online biennual survey
• Period Q3 2018 (next wave is planned Q2 in 2020)
• Sample : N=2.147 individuals, aged 18-64 y.o. (and connected by definition)
• Filtered by the reading of newspapers (any access) at least a few times a month/ corresponds to 86% of the population
• Main content
• Access to the media – moments and devices (print included )
• Motivation to the media (information!)
• Credibility of tne channels (newsbrands vs global players)
• Notions of advertising cluttering and touchpoints perception
• Research agency : AQRate
25%
32%
36%
40%
49%
52%
53%
53%
64%
67%
76%
78%
78%
91%
91%
92%
TOP 3 OF MASSIVE REACH Consumption of these media at least X / month
Other social networks
Web radios
NPs Supps (digital or printed)
Other info sites or ou apps
TV programmes via a e-device
Free sheets (not via postbox)
Magazines (printed or digital)
Free regional press
YouTube
Newspapers (Printed or digital)
Newspapers web sites or apps
Traditional TV
FM Radio
Source: NP Media Barometer Nov ‘18
22,1%
9,1%
48,0%
15,3%
15,5%
14,9%
16,4%
21,6%
15,0%27,7%
27,9%
12,8%
18,4%26,0%
9,3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
NPs print or pdf NPs web sites orapps
Other News websites or apps
DAILIES AUDIENCE OF WEB SITES AND APPS ABOVE PRINT!
Source:
NP Media Barometer Nov ‘18
#times a month
One month or less
#times a week
(Nearly) All days
#times a day
54%/NPs WEB
SITES OR
APPS
46%/NPs PRINT
OR PDF
«AT WHICH FREQUENCY
ARE YOU EXPOSED TO
THESE MEDIA?»
9%
17%
6%5%
4%5%
8%
4%
7%
5% 8%
2%
2%
6%
2%
4%
1%
2%
1%
2%
2%
3%
3%
4%
6%
2%
4%
9%
0%
5%
10%
15%
20%
25%
30%
In the morning,before any activity
At the breakfast During noon break During otherbreaks
At the end of theday before
evening meal
At the end of theday after evening
meal
At any momentsof the day
Printed
Via a smartphone
Via a tablet
Via a laptop or desktop
POST-DIGITAL AGE: ATAWAD OF THE DAILIES
«HOW DO YOU READ DAILIES UPON
MOMENTS OF THE DAY?»
Source: NP Media Barometer Nov ‘18
THE MEDIA WE USE TO BE INFORMED: NEWSPAPERS FIRST!
11,8%
17,7%
19,2%
22,7%
29,2%
31,0%
31,8%
36,0%
37,2%
38,7%
43,9%
44,3%
46,8%
51,1%
58,3%
70,1%
71,0%
0% 20% 40% 60% 80% 100%
YouTube
Web radios
Other social networks
TV programmes via a e-device
FM Radio
Search engines
NPs Supps (digital or printed)
Free regional press
Traditional TV
Magazines (printed or digital)
Free sheets (not via postbox)
Other info sites or ou apps than NPs
Newspapers web sites or apps'
Newspapers (Printed or digital)
Source: NP Media Barometer Nov ‘18
GLOBAL
PLAYERS:
NOT VALID
INFO
SOURCES
Source: NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
6%
22%
22%
23%
24%
26%
27%
28%
28%
29%
33%
35%
37%
37%
41%
41%
44%
50%
0% 15% 30% 45%
Promo coupon in NPs
Ads in free sheets via postboxes
Outdoor
Inserts in NPs
Cinema commercial
Retail flyers
Ads in Magazine
Custom (Brand) Magazine
Advertorial
Advertisement in NPs
Ads on smartphones
Ad messages on NPs web sites
Radio commercials
Search ad words
OLV
Ads on social networks
Commercial emails
TV commercials
THESE ADS ARE
TOO MANY (% REACH)
ADVERTISING CLUTTERING
Source NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
THESE ADS
ARE TOO
INTRUSIVE (% REACH)
5%
9%
12%
14%
16%
16%
17%
17%
18%
24%
25%
31%
32%
36%
37%
39%
40%
46%
0% 15% 30% 45%
Promo coupon in NPs
Ads in free Press via postboxes
Retail flyers
Outdoor
Inserts in NPs
Custom (Brand) Magazine
Advertisement in NPs
Ads in Magazine
Cinema commercial
Advertorial
Radio commercials
TV commercials
Ad messages on NPs web sites
Ads on social networks
Search ad words
Ads on smartphones
Commercial emails
OLV
ADVERTISING CLUTTERING
NO OVERABUNDANCYIN NEWSPAPERS
Source: NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
6%
22%
22%
23%
24%
26%
27%
28%
28%
29%
33%
35%
37%
37%
41%
41%
44%
50%
0% 15% 30% 45%
Promo coupon in NPs
Ads in free sheets via postboxes
Outdoor
Inserts in NPs
Cinema commercial
Retail flyers
Ads in Magazine
Custom (Brand) Magazine
Advertorial
Advertisement in NPs
Ads on smartphones
Ad messages on NPs web sites
Radio commercials
Search ad words
OLV
Ads on social networks
Commercial emails
TV commercials
THESE ADS ARE
TOO MANY (% REACH)
NON INTRUSIVE ADS IN NEWSPAPERS
THESE ADS
ARE TOO
INTRUSIVE (% REACH)
5%
9%
12%
14%
16%
16%
17%
17%
18%
24%
25%
31%
32%
36%
37%
39%
40%
46%
0% 15% 30% 45%
Promo coupon in NPs
Ads in free Press via postboxes
Retail flyers
Outdoor
Inserts in NPs
Custom (Brand) Magazine
Advertisement in NPs
Ads in Magazine
Cinema commercial
Advertorial
Radio commercials
TV commercials
Ad messages on NPs web sites
Ads on social networks
Search ad words
Ads on smartphones
Commercial emails
OLV
Source: NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
DO YOU HAPPEN TO REACT AFTER HAVING READ AN ADVERTISEMENT IN A NEWSPAPER?
PRINTED OR
PDF CONTACTS (% BASED ON REACH)
6%
7%
8%
13%
13%
17%
22%
24%
38%
39%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I click on the link or I scan the code in the message
I visit a POS where the brand is present
I take some advices among professionnals/specialists
I don't do any of these actions
I get info among my personal relationship
I have conversations via internet and social networks
I have live conversations with my relatives
I conduct searches (via engines)
I visit the web site of the brand
I use the coupon proposed
Source: NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
DO YOU HAPPEN TO REACT AFTER HAVING READ
AN AD MESSAGE ON A DAILIES WEB SITE?
NEWS SITES ADS
INCITE TO REACT(% BASED ON REACH)
4%
6%
7%
15%
16%
16%
18%
18%
21%
26%
0% 5% 10% 15% 20% 25% 30%
I visit a POS where the brand is present
I take some advices among professionnals/specialists
I click on the link or I scan the code in the message
I get info among my personal relationships
I have conversations via internet and social networks
I conduct searches (via engines)
I use the coupon proposed
I don't do any of these actions
I have live conversations with my relatives
I visit the web site of the brand
Source: NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
ABOUT COUPON
Source NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
THESE ADS
MESSAGES USE
TO RAISE MY
INTEREST (% REACH)
5%
7%
8%
9%
10%
10%
13%
16%
19%
21%
37%
56%
0% 15% 30% 45% 60%
Ads on smartphones
OLV
Ads on social networks
Search ad words
Ad messages on NPs web sites
Commercial emails
Advertorial
Advertisement in NPs
Ads in Magazine
Inserts in NPs
Ads in free Press via postboxes
Promo coupon in NPs
ABOUT COUPON
Source NP Barometer Newsworks Nov. 2018
N=2127 interviews online 18/64 ans (AQ Rate)
THESE ADS
MESSAGES INCITE
ME TO REACT (% REACH)
Get more info, visit
a POS or site, talk about them….
6%
6%
6%
6%
8%
10%
19%
30%
0% 15% 30%
Search ad words
Advertorial
Commercial emails
Ads on social networks
Advertisement in NPs
Inserts in NPs
Ads in free Press via postboxes
Promo coupon in NPs