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The Role of NewsBrands in the Digital Age

Explore the impact and relevance of NewsBrands in the digital age, with insights on audience reach, consumption patterns, and advertising engagement. Discover how NewsBrands continue to play a vital role in informing and influencing consumers across all generations.

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The Role of NewsBrands in the Digital Age

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  1. The Role of NewsBrands in the Digital Age Mitchell O’Gorman Managing Director Ireland, Kantar Media Division

  2. Connected globally & supported locally​ Operatingglobally Tracking & monitoring brands across 200+ markets 30,000+ employees

  3. Consumer Intelligence TGI international network

  4. ROI TGI SURVEY METHODOLOGY • 3,000 adults 15+ in ROI • Face to face interviews and an online panel • Printed or online questionnaire • Reward of €5 - €25 • Weighted to ROI population adults 15+ • October to April fieldwork • Data released every September • Data accessed via Choices

  5. TGI Consumer Data Target Group Index Kantar’s TGI Consumer Data provides a complete understanding of behaviours and attitudes across all areas of consumer experience. These cover: • Demographics • Media consumption • Product and brand usage • Leisure activities • Attitudes and motivations

  6. 74% 2.7m adults in the Republic read a Newsbrands print title or website at least once a week or more… Base: All Adults Source: ROI TGI 2018

  7. NewsBrands titles are still delivering massive numbers 74% 2.7 MILLION 31% 1.1 MILLION 69% 2.5 MILLION ANY NEWSBRANDS WEBSITE ANY NEWSBRANDS PRINT OR MAGAZINE COMBINED WEEKLY REACH Base: All Adults Source: ROI TGI 2018

  8. There is also a complementarity of news consumption between online & print 31% 1.1 MILLION 69% 2.5 MILLION 26% 954,000 CONSUME BOTH DURING A WEEK ANY NEWSBRANDS PRINT OR MAGAZINE ANY NEWSBRANDS WEBSITE Base: All Adults Source: ROI TGI 2018

  9. 990,000people reading 5+ newspapers a week 27% of adults are heavynewspaper readers Base: All Adults Source: ROI TGI 2018

  10. 714,000people browse a NewsBrands website daily + 20% of adults are heavyNB web readers Base: All Adults Source: ROI TGI 2018

  11. The NewsBrands product portfolio has strong relevance across ALL generations

  12. NewsBrands consumption varies across the generations

  13. 990,000 Heavy Newspaper Readers (5+ times per week) How do they breakdown by Generation? 48% more likely to be from the Baby Boomer/Pre-War generations But still a young audience who are highly engaged with print: 163,00018-34’s read newspapers 5+times a week Base: All Adults Source: ROI TGI 2018

  14. NewsBrands audience / Print vs. Web consumption by age Print readers have a natural older skew while online news site usage is more evenly spread Base: All Adults Source: ROI TGI 2018

  15. The NewsBrands audience is Informed and very influential

  16. 1.1m / 31% Irish people rely on newspapers to keep them informed Base: All Adults Source: ROI TGI 2018

  17. Those that rely on newspapers to keep them informed… 70%more likely to influence others about financial services 40%more likely to influence others about household products 33%more likely to influence others about home appliances 25%more likely to influence others about clothes & accessories Base: All Adults/All Adults who rely on newspapers to keep them informed Source: ROI TGI 2018

  18. Regular NewsBrands’ web users are also very influential… 42%more likely to influence others about PC’s, laptops or tablets 41%more likely to influence others about smartphones 32%more likely to influence others about cars 25%more likely to influence others about alcoholic drinks Base: All Adults / Daily+ users of a NewsBrands website Source: ROI TGI 2018

  19. Newspaper ads still generate some of the highest levels of attention of any media

  20. Ad Engagement “In which media do you find the adverts most engaging?” Heavy Consumers of Any Type of Media Index Heavy media consumers more likely to pay more attention to print adverts over all other types of adverts Base: Heavy consumers of any media Source: ROI TGI 2018

  21. Ad Utility Heavy Consumers of Any Type of Media “Which type of adverts do you find the most useful in helping you make a purchase decision?” Newspaper ads also feature strongly in helping consumers make a purchase decision Index Base: Heavy consumers of any media Source: ROI TGI 2018

  22. In summary....

  23. The NewsBrands audience … Is large Is multi-platform Has strong reach across ALL ages, with a heavily committed core group Is informed and very influential Is attentive to and engaged with advertising

  24. The Role of NewsBrands in the Digital Age Mitchell O’Gorman Managing Director Ireland, Kantar Media Division

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