Pg 1 of 5

Why beer brands should advertise in

national newspapers

Connect with rather than simply reach your

consumers

July 2005
 Pg 2 of 5

Men love beer and sport…

80% drink beer/lager 74% interest in sport 62% drink beer/lager

& interest in sport

Source TGI 2004

 Pg 3 of 5

Newspapers love sport. Men love their sports pages

1228 sports pages per week

Beer and lager advertising in newspapers’ sport pages makes sense!

 Pg 4 of 5

National newspapers deliver big numbers...

 12.4m male bitter and lager drinkers

- Of whom 4.6m are heavy drinkers
 7.5m male draught bitter and lager
drinkers
 4.7m canned bitter, mild and stout
drinkers
 8.3m draught lager drinkers
 7.4m canned lager drinkers
 6.4m bottled lager drinkers
 6.5m heavy at-home drinkers

Source: TGI Oct 03 - Sep 04

 Pg 5 of 5

... and offer under-used potential for brand-building

 NMA is undertaking major new

research into advertising
effectiveness
 Newspapers often seen one-
dimensionally as a medium for
“buy now” messages
 But research identified this as
only one of six key roles for Press
 Pg 6 of 5

Beer drinkers are more likely to be involved in sport…

141
136

120 120
117

111
109
104

Drink Heavy Heavy Heavy Heavy Heavy Heavy Heavy

Beer/ Bitter/ Draught Canned Draught Canned Bottled At-home
Lager Lager Bitter/ Bitter/ Lager Lager Lager
Stout Stout

Source: TGI Oct 03 - Sep 04

 Pg 7 of 5

…to pay to see it…

168 168

144 144

129 131 129

110

Drink Heavy Heavy Heavy Heavy Heavy Heavy Heavy

Beer/ Bitter/ Draught Canned Draught Canned Bottled At-home
Lager Lager Bitter/ Bitter/ Lager Lager Lager
Stout Stout

Source: TGI Oct 03 - Sep 04

 Pg 8 of 5

and hence they like to read about it in the Newspapers

133
131
128
124 126
116
111

Heavy Heavy Heavy Heavy Heavy Heavy Heavy

Bitter Draught Canned Draught Canned Bottled at Home
/Lager Bitter Bitter Lager Lager Lager
/Stout /Stout

Source: TGI Oct 03 - Sep 04

 Pg 9 of 5
Lager drinkers more likely to read newspapers than
watch TV to follow their sport
114 114

111
Lager Drinkers
108 following international
107 107 matches
106

101

Watched on TV
Read in Newspapers

Football Cricket Rugby Rugby

Union League

Source: TGI Oct 03 - Sep 04

 Pg 10 of 5
Bitter/mild/stout drinkers more likely to read
newspapers than watch TV to follow their sport

129
128
126 Bitter/mild/stout
drinkers following
international matches
117 117 117
117

109

Watched on TV
Read in Newspapers

Football Cricket Rugby Rugby

Union League

Source: TGI Oct 03 - Sep 04

 Pg 11 of 5

Beer drinkers turn to newspapers to

quench their thirst for sport
 Pg 12 of 5
4 Key reasons why newspaper sports pages are an
opportunity for Beer

 Sports fans have an impressively

involved relationship with their
sports media
 Newspapers play a key role in
extending and enriching their sports
experience
 Newspaper sports pages provide
information that is socially valuable
and emotionally nourishing
 Sports pages are a totally
absorbing environment
 Pg 13 of 5

Men head straight for the sports pages…

51

20
16
11

First place Headlines Front to Scan

I turn then sport back paper through

 To 16-24 men it’s a ‘sportspaper’ more than a newspaper

 Choose to read Sport 76%, News 66%, Int’l news 62%

Source : BMRB
 Pg 14 of 5
and spend a considerable amount of time reading
them…

64

23
13

Up to 20 mins 20-40 mins 40 mins +

 Almost 1/3 spend 21 minutes+ reading sport pages in daily

 Over 40% spend 21 minutes + reading sports pages at weekend

Source : BMRB
 Pg 15 of 5
Newspapers are often read more than once a day
and by more than one person…

I regularly look at I go back to read my

other people's sports pages more
papers
than once a day

42% 44%
Men like statistics on
sport they want to read
it 3 or 4 times to log it

Source : BMRB
 Pg 16 of 5

…mostly at prime drinking times

Daily papers are Sunday papers are

read mostly in the read mostly in the
evenings (before, or mornings (ahead of
in the pub?) the match and/or a
lunchtime drink?)

47% 45%

Source : BMRB
 Pg 17 of 5

Newspapers are a totally absorbing environment

Readers move into their own little world (the bubble effect)

A third of tabloid The majority

readers say that describe their
they are oblivious mindset as
to others whilst interested, absorbed
reading their sports involved, intrigued
section when reading
newspapers

You’re able to lock in and Sport’s a real adrenaline rush.

shut the rest of the world I want to concentrate,
You’re interested to read the
out - I want silence while to digest what I’m reading
paper, catch up, it’s
I’m reading uncontrollable

Source : BMRB
 Pg 18 of 5

Newspapers bring social currency for work or the pub…

Newspapers I discuss what I

provide facts I can have read with
use in conversations
others

63% 81%

Source : BMRB
 Pg 19 of 5

…because they bring trusted analysis and insight

72

51 53

Value for in- More Feel more

depth analysis considered view informed

Source : BMRB
 Pg 20 of 5

..and have a positive mood during reading

97

66
64
58
56
48
40 38

Interested Enjoying & Absorbed Involved Intrigued Stimulated In my Excited

Moment of own
Privacy world
db

Source : BMRB
 Pg 21 of 5

They value both before and after an event in their paper

49

39

Before builds After prolongs

anticipation excitement

Source : BMRB
 Pg 22 of 5

Especially during a big tournament (Euro 2004)

50%
Reading about Euro 2004 in newspapers
51%

Twice as many men read newspapers 25%

as listened to the radio
29%

Almost four times as many men read 13%

newspapers as magazines
19%

Four times as many men read newspapers 12%

as looked a relevant web sites
18%

Seventeen times as many men read 3%

newspapers as received email updates
4%

Twenty- five times as many men read 2%

newspapers as received text updates All Men
4%
to mobiles
15-34 Men

Newspaper and TV combination are key way for men to satisfy craving for sport
Source : BMRB-base: All men aged 15+ who are interested in Euro 2004 (1010)
 Pg 23 of 5

Newspapers are providing vast coverage of sports

A wealth of pullouts feature in addition to the back pages
 Pg 24 of 5

Newspapers are providing vast coverage of sports

Sports Supplements
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Daily Mail As part of main paper Football on

Mail on Sunday Sunday
Evening Standard As part of main paper

Daily Mirror Mania  Mania Prem Plus

Sunday Mirror As part of main paper  Racing Post
Extra
As part of main paper
The People SP
Daily Express As part of main paper
Sunday Express
Daily Star Seriously As part of main paper Star Form
Star Sunday Football
The Sun Super Goals Favourite Score
As part of main paper
News of the World Super Goals
The Times The Game As part of main paper Sport
The Sunday Times
The Guardian Sport As part of main paper OSM -Monthly
The Observer
The Daily Telegraph The
Sport Monday Sport Tuesday Sport Wednesday Sport Thursday Sport Friday Sport Saturday Sport Sunday
Sdy Telegraph
The Independent As part of main paper Sports Week
Independent on Sdy
 Pg 25 of 5

Newspapers sports pages and

advertising
 Pg 26 of 5

Potential routes for advertisers to utilise the bubble effect

Cleverness

Levity, brevity

Relevance of brand

Empathy
 Pg 27 of 5

Relevance of brand

 Budweiser:
 generally seen as a good fit with
broadsheet and tabloid sports pages
 colour works well, stands out
- works well on front page of
section
- or as corner ad
 A brand with strong and motivating TV
advertising heritage for tabloid readers
 for a few this bottom RHS corner site
was easy to overlook

Source : Sporting Passions, Davey Bioletti, June 03

 Pg 28 of 5

Empathy

 Guinness head to head

impactful and appropriate: personal battles,
psyching people out:
- “captures a moment of masculinity - scars
and broken noses”
 seen as coming from a strong campaign, plus
drawing on a strong heritage in sport
majority saw as a clear fit: Guinness is drunk
before and after the game and fits image wise
-“an aggressive approach - rugby is like
that mood accentuated by dark atmosphere”
- “ looks stylish, good fit – fairly memorable
as well”
- “ looks almost like the head of the beer my
mind’s thinking about it”

Source : Sporting Passions, Davey Bioletti, June 03

 Pg 29 of 5

Cleverness

 Vodafone

 liked for using Michael Schumacher

 anyone with an interest in F1
noticed this
- interested to see what he is doing
- he is not often used in advertising
- interesting to see him smiling and
relaxed
- ‘fast thumbs’ seen as a clever link
 absolute fit in editorial terms with
article adjacent to it:
- “right next to Schumacher and
you can even see the little logos
on the car so it’s a really good
fit”

Source : Sporting Passions, Davey Bioletti, June 03

 Pg 30 of 5

Levity & Brevity

Vodafone

 bull with corks execution cool, clever visual:

“powerful, strong image”
- appealed across age groups
- deodorant fits sports pages
- used in sporting context - sweat is masculine
- “fits in well - shows the strength of the
product and you would sweat a bit insport”

 dominance of image inviting / intriguing:

- “jumps out at you, action type photo –
cleverly done”,
- “aesthetically pleasing - with a touch
of humour in the horns and the corks”

 flatters the reader’s intelligence / insider

knowledge - speaks their language:
- “it adds a bit more to it that way, helps
the product sink in more so you connect
better”

Source : Sporting Passions, Davey Bioletti, June 03

 Pg 31 of 5

National Newspapers can

compensate for inherent weakness
in commercial television
 Pg 32 of 5

Newspapers reach beer and lager drinkers effectively…

Drinkers who are heavy/medium newspaper readers (3+) %

82
74 76
72 69
67

Drink Heavy Heavy Heavy Heavy Heavy

Beer Bitter Draught Canned Bottled At
/Lager /Lager Lager Lager Lager Home

Source : TGI Oct 03 – Sep 04

 Pg 33 of 5

Newspapers reach Beer drinkers effectively…

Drinkers who are heavy/medium newspaper readers (3+) %
80

72 71
70 69 70 69 70
68 66 67

Source : TGI Oct 03 – Sep 04

 Pg 34 of 5

National Newspapers are important to Beer consumers

% of Brand Users who are Heavy Readers of Newspapers

11% 13% 11% 12% 14% 20% 15% 12%

Qualities Index Index Index Index Index Index Index Index
133
115 113 124 141 207 157 125
17% 19% 20% 18% 18%
Mids Index Index Index Index Index
104 113 123 111 109
21% 21% 19% 20% 46% 22%
Tabloids Index Index Index Index Index Index
113 132 115 125 286 138

Source : TGI Oct 03 – Sep 04

 Pg 35 of 5
…valuable when up to half of drinkers are light TV
viewers…
% drinkers who are light viewers (<20 hrs per week)

80

59 59
53 53 53 53
49 47
45 45

Source : TGI Oct 03 – Sep 04

 National Newspapers compensate for Pg 36 of 5

inherent weakness in commercial TV

Men Women 16-24 25-44 45-64 65+ AB C1C2 DE
157

124 126
120
112 113 110
108
103

98 98
89 91
87
72
77

60
50

Adult TV & Newspaper Delivery Indexed Vs Population

TV Newspapers

Source : BARB Jan - Jun 05/NRS Oct 04 – Mar 05

 Pg 37 of 5
National Newspapers compensate for
inherent weakness in commercial TV
London Midlands North Scotland Wales & West South East
137

110 112
107
103
101

93 93 95
88
82

55
Adult TV & Newspaper Delivery Indexed Vs Population
TV Newspapers

Source : BARB Jan - Jun 05/NRS Oct 04 – Mar 05

 Pg 38 of 5
National Newspapers could compensate for
inherent weakness in commercial TV
Beer: Examples of TV Under Delivery Vs TGI Brand Profile

Grolsch, 67
Carling, 50
Castlemaine, 47
Budweiser, 46 16-24 Men
Heineken, 42
Carlsberg Export, 36

Carling, 74
Stella Artois, 72
25-34 Men
Carlsberg, 71
Budweiser, 63

Stella Artois, 70
Kronenbourg, 63 AB men
Grolsch, 59
Boddington, 52

Fosters, 84
London
Heineken, 70
Castlemaine XXXX, 69

Source : TGI Oct 03 – Sep 04

 Pg 39 of 5

Newspapers better value than TV at all age groups

16-24s 16-34s All Men

Index TV = 100
CPT

45 56 67

Source : IM 2005
 Pg 40 of 5
TV Costs in London & S.East significantly higher than network
average (all men)

London Midlands North Scotland South East Wales & West

183

129

97

75
65
55

Source : IM 2005
 Pg 41 of 5

Newspapers can help in a very competitive marketplace

Other 7
Total 2004 Beer Spend TV share of voice amongst beer companies %
Outdoor 12
& % share by medium
Magazines 2
National Newspapers 15
Others Scottish Courage
Regional Newspapers 9 24%

43%

17%
TV 55
Interbrew
16%

Carlsberg Tetley
£20m

Total 2004 Lager Spend Other 10 TV share of voice amongst lager companies %
& % share by medium Outdoor 10 Anheuser Busch
Magazines 4
National Newspapers 4
14% Coors
Heineken 26%
8%

TV 72
17%
16%
Scottish Courage
Carlsberg Tetley
19%

Interbrew
£76m
Source : Nielson Media Research
 Pg 42 of 5

With newspapers you can elbow space

 Exclusivity and up close to consumer…

away from clutter of TV….. and ghetto
aspect of TV ad break
 Pg 43 of 5

National Newspaper sport pages are

a great environment for building
brands
 Pg 44 of 5
Some advertisers using qualities for cask ale and
premium bottled lager brands
 Pg 45 of 5

Six strategic roles

Advertising designed to get you to do

something, usually short-term

Advertising designed to create a stir and

force reappraisal for a brand by presenting
it in a shocking or surprising way
Advertising designed to raise the profile of an
issue/cause by provoking reaction/thought and
creating ‘talkability’
Advertising designed to provide new and
additional information about a brand, product
or service
Advertising designed to bring the consumer
closer to the brand through associations they
identify with
Advertising designed to remind you about a
brand by repeating or developing established
messages from primary media over time
 Pg 46 of 5

…the Newspaper catalyst

“ The NMA’s effectiveness project
delivers much enhanced accountability
for the medium. The industry should
give it a warm welcome”

Bob Wooton, ISBA

“ An impressive amount of preparatory

work has been undertaken to ensure
that this research is robust and as far
as possible has been conducted on a level
playing field”

Alan Higgs, MRG

 Pg 47 of 5

Beer and national newspaper sport pages

 Beer/lager consumers are heavy readers of newspapers
 Newspapers complement a marketing plan and compensate for
the inherent weaknesses of commercial TV
 Specifically they deliver the audiences TV is poor at
– Men
– The Young
– The Upmarket
– Southern based
 They provide the opportunity for visibility and saliency
amongst heavy beer/lager drinkers
 They offer excellent value for money in both production and
media costs
 Latest research demonstrates how to measure and quantify
their brand building capability
 Pg 48 of 5

Appendix
 Pg 49 of 5

TV is crowded particularly for lagers

Men TVRs and % SOV 2004

Beers Lagers
2911 15737

9.5 Carling
10.1 Grolsch
43.3 John Smiths
12.7 Fosters

14.9 Carlsberg

18.3 Tetley 13.2 Budweiser

7.4 Heineken
16.2 Boddingtons
14.2 Stella Artois
6.8 Greene King
4 Wolverhampton & Dudley
18 Others
11.4 Others

Source : BARB (30 sec equiv)

 Pg 50 of 5

Newspapers can help in a very competitive marketplace

Total 2004 Beer Spend

& % share by medium
Other 7 TV share of voice amongst beer companies %
Outdoor 12
Magazines 2

National Newspapers 15
S cottish Courage
Others
Regional Newspapers 9 24%

43%

TV 55
17%
Interbrew
16%

Carlsberg Tetley
£20m

Source : Nielson Media Research

 Pg 51 of 5

Newspapers can help in a very competitive marketplace

Total 2004 Lager

Spend
& % share by medium
Other 10 TV share of voice amongst lager companies %

Outdoor 10
Magazines 4
National Newspapers 4 Anheuser Busch Coors

14%
Heineken
26%
8%

TV 72
17%
S cottish Courage 16%
19% Carlsberg Tetley

Interbrew
£76m

Source : Nielson Media Research