Print advertising is getting more effective over time

Print advertising is getting more effective over time brand measures recall action engagement attention + recognition 65% Jan 08 - Dec 09 All y 11% tis bu er te ht bo ug e ha v si ta dv /w er eb tw in fo or e rm si io na io ot em fo k lo o 13% 12% n l ac h ap p sh fre in t er es ro tin g it ne f to ls ea be e m ve iti ap p at in fo rm rs ne w un de to y ea s po s io n nd ta ad e lik fa m ilia rit y ng an di br at te nt io n ll ca re ad Source: RAMetrics. Countries: England/Scotland. Base: 2008/9: 234 ads, 2016/7: 312 ads. Base: read the newspaper. 14% vi 17% 15% ill 33% 30% 28% si 30% vi 33% 28% at 30% 26% rm 42% Jan 16 - July 17 All 44% 41%

Uplift to very large market share effects from adding print % Print is delivering greater market share uplifts over time 100% 80% Trend-line 60% 40% 20% 0% 2004 2006 2008 2010 6 years ending 2012 2014 Source: IPA Databank UK case studies 2012 -2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes 2016

Print is increasingly effective at delivering new customers Uplift to very large customer acquisition effects from adding print % 80% 60% Trend-line 40% 20% 0% 2004 2006 2008 2010 6 years ending 2012 Source: : IPA Databank UK case studies 2012 -2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes 2014 2016