Retail Key Findings Retail excluding supermarkets ads Print

Retail

Key Findings: Retail (excluding supermarkets) ads • Print ads for retailers are slightly less impactful (65% recall) than ads across all categories (67% recall) and as a result score below average across almost all brand measures. When noticed, their recognition metrics improve and they score well for familiarity and branding. When compared against supermarkets, ads for retailers (non-grocery) underperform slightly (67% vs. 65% ad recall for retailers). • Looking at front page ads, we found that ads in the retail category are underperforming when compared against all ads (73% vs 70% ad recall for retailers), however they score above average against recognition metrics, in fact readers are more likely to recognise front page ads from retail brands than non-retail brands. Furthermore, retail ads that are on the front page, outperform retail ads which are in the rest of the paper (70% vs 60% ad recall), particularly against engagement metrics, readers are more likely to find them appealing and beneficial. • Lumen eye-tracking shows that readers’ viewing is biased towards right hand pages of a spread - RAMetrics corroborates this for retailers. Right hand ads score better for almost all attention, recognition, engagement metrics and are only marginally different for action scores. • Image based ads have higher impact and they demand more attention, they score better across all measures with the exception of branding. Readers find image-based ads more beneficial and they are more likely to encourage an emotional response. • Female readers are more likely to notice ads for retailers (68% vs 62% for men) and they respond more positively across all brand action measures. Likewise, young people (18 -34 year olds) score significantly higher than the over 35 s across all measures, they are more likely to respond positively and find the advertising beneficial. • Digital retail ads are more noticeable than other digital newsbrand ads however readers find them less engaging. Looking at female readers, we found that they were more likely to recall digital ads for retail brands than non retail brands (28% vs 30% for retail). Similarly, young people (18 -34 s) performed much better in the retail category (29% vs 38% ad recall for retail) for digital newsbrand ads, they’re more likely to find the ads appealing and beneficial, they’re also more likely to take action by looking for more information and visiting the advertisers website. Source: RAMetrics. Countries: England/Scotland.

Print

Print - Retail vs all ads - Ad recall 67% 65% All ads Retail ads Source: RAMetrics. Countries: England/Scotland. All ads – 34 ads from 10/11/2017 to 31/12/2017, Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

Print - Retail vs all ads among all readers brand measures engagement attention + recognition 43% 41% action All 41% Retail ads 38% 23% 24% 27% 26% 30% 28% 27% 30% 27% 26% 23% 20% m co m ill ug ht ha ve bo re /w er dv ta si vi en d y bu er tis si tw eb si vi rm at fo e rm or 13% 12% 9% 10% lo ok fo te io n l na io in pr fre sh ap ot oa in st re te in em g ch 13% 13% 12% 11% 12% it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 13% Source: RAMetrics. Countries: England/Scotland. All ads – 34 ads from 10/11/2017 to 31/12/2017, Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper. 21% cu ss 27% 29% 34% 30% 31% di s 33%

Print – Retail 5 year funnel Ad recall 59% 61% Brand recognition 36% 67% Engagement 24% Action 11% 46% Source: RAMetrics. Countries: England/Scotland. 151 ads from 01/01/2013 – 31/12/2017, Score base: read the newspaper.

Print – When noticed, retail ads are easier to recognise brand measures engagement attention + recognition action 64% 63% All Retail ads 55% 39% 35% 43% 39% 36% 44% 40% 45% 41% 35% 34% 33% 29% 19% 18% 17% 18% 19% ug ht bo ha ve Source: RAMetrics. Countries: England/Scotland. All ads – 34 ads from 10/11/2017 to 31/12/2017, Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: noticed ad m co m ill /w er dv ta si vi en d y bu er tis si tw eb si vi fo in e rm or lo ok fo te io n rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 12% 14% re 20% 31% cu ss 43% 50% 46% 45% di s 49% 17%

Print - Retail vs supermarket ads - Ad recall 67% 65% Supermarket ads Retail ads Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Supermarket – 30 ads from 29/04/2016 – 31/12/2017. Score base: read the newspaper.

Print - Retail vs supermarket ads among all readers brand measures engagement attention + recognition action 55% Supermarket ads 51% 40% 39% 31% 30% 27% 36% 35% 32% 30% 28% 26% 30% 27% 23% 23% 22% 20% 22% 21% 20% 16% co m ha ve bo re ug ht m bu ill /w er dv ta si vi en d y 10% er tis si tw eb si vi rm at fo e rm or 14% 12% lo ok fo 12% te io n l na io in pr fre sh ap ot oa in st re te in em g ch 13% it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y ea s po st rm at io n an d ad e lik fa m ilia rit y g di n an br at te nt io n 13% Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Supermarket – 30 ads from 29/04/2016 – 31/12/2017. Score base: read the newspaper. cu ss 36% di s 41% Retail ads 12%

Print - Retail front page ads vs all front page ads ad recall 73% 70% All front page ads Retail front page ads Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper.

Print - Retail front page ads vs all front page ads brand measures engagement attention + recognition 46% 42% action 44% All front page ads 38% 36% 31% 30% 33% 30% 27% 26% 25% 34% 33% 32% Retail front page ads 31% 30% 27% 26% 25% 21% 18% cu ss m co m re /w ug ht bo ha ve lo Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper. di s en d y ill tis er dv ta si vi 11% 9% bu er te si tw eb si vi rm at fo e rm or 11% ok fo 14% 13% 13% 13% io n l na io in pr fre sh ap ot oa in st re te in em g ch 15% it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y ea s po st rm at io n an d ad e lik fa m ilia rit y g di n an br at te nt io n 15%

Print – Retail - Front page ads vs ads in the rest of the paper 70% 60% Front page ads Ads in the rest of the paper Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper.

Print – Retail - Front page ads vs ads in the rest of the paper brand measures engagement attention + recognition 46% action 44% Retail front page ads 39% 33% 31% 30% 27% 22% 21% en d y co m bo re /w m bu er tis er dv ta fo in e rm or 11% 10% 9% 9% lo ok fo 13% 12% ug ht io n rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y ea s po st rm at io n an d ad e lik rit y ilia fa m br an di n g n io nt 11% ill 13% 13% 12% ha ve 15% at te 18% 19% 17% te 21% Source: RAMetrics. Countries: England/Scotland, Front page – 25 ads from 01/01/2005 – 31/12/2017, Rest of the paper – 30 ads, from 30/10/2016 – 31/12/2017. Score base: read the newspaper. cu ss 25% di s 27% si 25% vi 27% 24% si 26% tw eb 27% si 33% vi 37% 25% Retail ads in rest of the paper

Print – Retail – Left-hand side ads vs right-hand side ads ad recall 65% 56% Left Right Source: RAMetrics. Countries: England/Scotland. Right – 30 ads, from 01/07/2016 – 31/12/2017, Left – 30 ads, from 01/11/2015 – 31/12/2017. Score base: read the newspaper.

Print – Retail – Left-hand side ads vs right-hand side ads brand measures engagement attention + recognition 38% 42% Left 28% 26% 25% 23% 29% 27% 24% 22% 29% 27% 23% Right 25% 23% 21% 19% 14% 12% 13% 14% 12% y ill /w er ug ht dv ha ve bo ta si vi 11% 10% bu er tis si tw eb si vi fo in e rm or lo ok fo te io n rm at na io ot pr fre sh ap em oa in st re te in 9% l ch g it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 9% en d 13% Source: RAMetrics. Countries: England/Scotland. Right – 30 ads, from 01/07/2016 – 31/12/2017, Left – 30 ads, from 01/11/2015 – 31/12/2017. Score base: read the newspaper. m 14% 13% co m 14% re 19% cu ss 40% di s 42% action

Print – Retail – Image ads vs price ads ad recall 63% 59% Image Price Source: RAMetrics. Countries: England/Scotland. Image – 30 ads, from 04/08/2016 – 31/12/2017, Price – 30 ads, from 01/10/2013 – 31/12/2017. Score base: read the newspaper.

Print – Retail – Image ads vs price ads brand measures engagement attention + recognition 39% 40% 38% action 42% Image Price 33% 27% 20% 19% 13% 10% 12% 9% 12% 6% en d cu ss di s er dv ta si vi m si tw eb si vi lo Source: RAMetrics. Countries: England/Scotland. Image – 30 ads, from 04/08/2016 – 31/12/2017, Price – 30 ads, from 01/10/2013 – 31/12/2017. Score base: read the newspaper. co m te io n fo in e rm or 9% ok fo 9% 10% 5% rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br nt io n 7% at te 12% re 13% y 15% 20% bu 18% ill 21% 20% /w 23% ug ht 21% er 22% bo 25% tis 25% 30% 28% ha ve 29%

Print – Retail – Men vs women ad recall 68% 62% Men Women Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

Print – Retail – Men vs women ad recall brand measures engagement attention + recognition action 47% 46% Men 38% 37% 29% 26% 29% 36% 34% 33% 31% 33% 29% 28% 26% 25% 23% 21% 19% Women 18% 17% 16% 18% 16% 12% 11% 10% 15% 14% 13% 10% cu ss di s m co m ug ht bo ha ve re ill /w er dv ta si vi Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper. en d y bu er tis si tw eb si vi fo in e lo ok fo rm or te io n rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 7%

Print – Retail – 18 -34 s vs 35+ ad recall 78% 18 -34 s 35+ 63% Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper.

Print – Retail – 18 -34 s vs 35+ ad recall brand measures engagement attention + recognition action 18 -34 s 60% 35+ 55% 39% 38% 37% 33% 27% 26% 34% 25% 22% 20% 47% 43% 20% 22% 28% 27% 24% 23% 22% 21% 22% 16% 10% m co m re ug ht bo ha ve en d y bu ill /w er dv ta si vi Source: RAMetrics. Countries: England/Scotland. Retail – 30 ads from 15/01/2017 to 31/12/2017. Score base: read the newspaper. 9% 7% er tis si tw eb si vi rm at fo e lo ok fo rm or 10% te io n l na io in pr fre sh ap ot oa in st re te in em g ch 11% it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 11% cu ss 42% 41% 47% 45% di s 48%

Digital

Digital - Retail vs all ads - Ad recall 30% 27% All ads Retail ads Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

Digital - Retail vs all ads among all readers brand measures engagement attention + recognition action All 21% Retail ads 19% 18% 16% 12% 10% 3% ug ht en d ha ve bo re /w co m ill m bu er tis er dv ta si 5% 5% 4% lo Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper. cu ss 5% di s 5% y 6% te 6% vi fo in e rm or 7% ok fo 6% si rm at na io ot em oa pr ap l ch g it 7% io n 8% 7% ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 8% 11% tw eb 11% 13% si 12% vi 13% in 12% fre sh 13% st 11% 12% re 10% 13% te 11% 12% in 13% 2%

Digital - Retail vs all ads among those who notice the ad brand measures engagement attention + recognition action 70% All Retail ads 63% 62% 52% 47% 48% 47% 44% 41% 40% 39% 36% 34% 48% 46% 38% 39% 40% 36% 29% 28% 22% 25% 22% 23% 22% 24% 19% 16% 17% 14% cu ss di s m co m ug ht bo ha ve Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: noticed ad re ill /w er dv ta si vi en d y bu er tis si tw eb si vi fo in e rm or lo ok fo te io n rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 6%

Digital – Female readers - Retail ads vs all ads ad recall 30% 28% All ads Retail ads Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

Digital – Female readers - Retail ads vs all ads ad recall brand measures engagement attention + recognition 18% 20% 19% action All 21% Retail ads 16% 14% 11% 14% 12% 10% 14% 12% 11% 14% 12% 13% 11% 12% 11% 8% 8% 6% 7% 5% 6% 6% 6% 5% 4% 3% re ug ht bo ha ve Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper. cu ss di s m co m ill /w er dv ta si vi en d y bu er tis si tw eb si vi fo in e rm or lo ok fo te io n rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to s pe al be m e e tiv si ap ne w in fo de r un to y po st rm at io n an d ad e lik ea s fa m ilia rit y g di n an br at te nt io n 1%

Digital – 18 -34 readers - Retail ads vs all ads ad recall 38% 29% All ads Retail ads Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper.

Digital – 18 -34 readers - Retail ads vs all ads brand measures engagement attention + recognition action All 26% Retail ads 24% 19% 17% 14% 13% 18% 16% 14% 17% 15% branding 16% 14% 14% 15% 16% familiarity like ad easy to new understand information positive appeals to me benefit 14% 12% 11% 10% attention 18% 17% 10% interesting fresh approach emotional look for more information 12% 9% visit web site Source: RAMetrics. Countries: England/Scotland. All ads – 30 ads from 01/03/2016 – 31/12/2017, Retail – 30 ads from 01/09/2013 to 31/12/2017. Score base: read the newspaper. 12% 9% visit have advertiser bought/will buy