Travel Key Findings Travel ads Print ads for

Travel

Key Findings: Travel ads • Print ads for travel brands are marginally less impactful (ad recall: 66% vs 64% for travel ads) than ads across all categories and as a result they score just below par across all brand measures. They are almost as appealing and interesting as all ads (appeals to me: 30% vs 29%, interesting: 32% vs 30% for travel ads) but when it comes to attention and recognition metrics, they fall short (branding: 31% vs 27%, familiarity: 42% vs 36% for all ads). • Lumen eye-tracking shows that readers’ viewing is biased towards right hand pages of a spread – RAMetrics corroborates these findings for ad recall where ads on the right hand side come out stronger (68% vs 62% for left hand-side ads). • Image based ads have higher impact but price based ads are much more common. Image based ads are better remembered and demand more attention (ad recall: 70% vs 57%, attention: 28% vs 16% for price-based ads), they score higher for familiarity (40% vs 27% for price-based ads) and readers find them to be significantly more emotionally engaging (21% vs 6% for price-based ads). • Looking at readers earning above £ 30, 000 per annum and readers earning below £ 30, 000 per annum, both groups are equally as likely to notice the ads (ad recall: 66% for both). High earners score better against attention, recognition and action metrics, but both groups seem to be equally engaged. • 18 -34 year olds score significantly higher than adults aged over 35 across all brand measures for travel print ads (ad recall: 75% vs 65% for 35+). Comparing young peoples results against the all category averages, travel print ads have higher impact (ad recall: 75% vs 72% for all ads) and are stronger than other categories when it comes to delivering on action. • Digital ads for travel are marginally more noticeable than digital ads for all categories, their strength lies in driving hard metrics which are more action orientated such as promoting visits to the advertiser (13% vs 9% for all ads) and urging consumers to look for more information (11% vs 10% for all ads). Source: RAMetrics. Countries: England/Scotland. All ads – 558, Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

Travel vs all ads - print ad recall 66% 65% All ads Travel Source: RAMetrics. Countries: England/Scotland. All ads – 684, Travel ads – 79, from 01/01/2015 to 22/07/2019. Score base: read the newspaper.

Travel vs all ads - Print brand measures engagement attention + recognition action 46% 42% 36% 31% 29% All 42% 36% 30% 27% Travel 35% 32% 28% 32% 30% 29% 30% 26% 24% 23% 20% 18% 16% 17% 15% 14% 12% 13% 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. All ads – 684, Travel ads – 79, from 01/01/2015 to 22/07/2019. Score base: read the newspaper. 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 ap be m e e tiv si rm at ne w in fo rs un de to sy po io n d ta n ad e lik ea fa m ilia rit y g di n an br at te nt io n 8% 12%

Travel vs all ads – Print funnel Ad recall 65% Ad recall 66% 48% 56% Brand recognition 31% Brand recognition 37% 89% Engagement 33% 48% Action 16% All ads Engagement 29% 94% 45% Action 13% Travel ads Source: RAMetrics. Countries: England/Scotland. All ads – 684, Travel ads – 79, from 01/01/2015 to 22/07/2019. Score base: read the newspaper.

Travel print – LHS vs RHS 68% 62% Left Right Source: RAMetrics. Countries: England/Scotland. Travel ads – 79, from 01/01/2015 to 22/07/2019, Left: 34, Right: 45. Score base: read the newspaper.

Travel print – LHS vs RHS brand measures engagement attention + recognition action Left 42% 43% 35% 37% 31% 28% 27% 27% Right 33% 31% 30% 30% 30% 29% 28% 25% 24% 22% 19% 16% 15% 14% 13% 15% 14% 12% 11% 12% cu ss di s m en co m ug ht bo ha ve re ill /w er dv ta si vi Source: RAMetrics. Countries: England/Scotland. Travel ads – 79, from 01/01/2015 to 22/07/2019, Left: 34, Right: 45. Score base: read the newspaper. 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 al s pe ap be e m e tiv si rm at ne w in fo rs un de to sy po io n nd ta ad e lik ea fa m ilia rit y g di n an br at te nt io n 7% 8%

Travel print – Image vs price ad recall 70% 57% Image Price Source: RAMetrics. Countries: England/Scotland. Travel ads rom 01/01/2015 to 22/07/2019. Image ads: 22, Price ads: 42. Score base: read the newspaper.

Travel print – Image vs price brand measures engagement attention + recognition action 45% Image Price 40% 37% 35% 27% 24% 22% 20% 22% 21% 17% 16% 17% 9% 9% d y m en co m /w ug ht bo ha ve Source: RAMetrics. Countries: England/Scotland. Travel ads rom 01/01/2015 to 22/07/2019. Image ads: 22, Price ads: 42. Score base: read the newspaper. re ill tis er dv ta si vi vi si tw eb si er te io n fo in e rm or lo ok fo 8% 7% 4% rm at na io ot pr fre sh ap em oa in st re te in l ch g it ne f to al s pe ap be e m e tiv si rm at ne w in fo rs un de to sy po io n nd ta ad e lik ea rit y ilia fa m br an di n g n io nt 13% 10% 9% 6% at te 15% 14% cu ss 26% di s 27% 35% bu 28% 35% 33% 32%

Travel print – High income earners vs low income earners ad recall High income 66% Low income 66% Source: RAMetrics. Countries: England/Scotland. All ads – 684, Travel ads – 79, from 01/01/2015 to 22/07/2019. Score base: read the newspaper.

Travel print – High income earners vs low income earners recall brand measures engagement attention + recognition 26% High income 42% 43% 41% 33% 30% 29% 28% 26% action 32% 30% 31% 29% Low income 30% 31% 29% 25% 22% 18% 15% 15% 14% 13% 12% 11% 10% cu ss di s m en co m ug ht bo ha ve re ill /w er dv ta si vi Source: RAMetrics. Countries: England/Scotland. All ads – 684, Travel ads – 79, from 01/01/2015 to 22/07/2019. Score base: read the newspaper. 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 al s pe ap be e m e tiv si rm at ne w in fo rs un de to sy po io n nd ta ad e lik ea fa m ilia rit y g di n an br at te nt io n 7%

Travel print – 18 -34 s vs 35+ ad recall 75% 65% 18 -34 s 35+ Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper.

Travel print - 18 -34 s vs 35+ brand measures engagement attention + recognition action 18 -34 s 48% 42% 36% 42% 35+ 48% 43% 42% 41% 36% 34% 31% 26% 29% 30% 28% 27% 26% 33% 29% 28% 24% 23% 23% 21% 15% 13% 12% 11% 10% Source: RAMetrics. Countries: England/Scotland. Travel ads – 74, from 01/01/2015 to 04/09/2018. Score base: read the newspaper. cu ss di s m en co m re /w ug ht bo ha ve d y bu ill tis er dv ta si vi si tw eb si er te n fo in e rm or lo ok fo vi rm at io na io ot pr fre sh ap em oa in st re te in l ch g it ne f to al s pe ap be e m e tiv si rm at ne w in fo rs un de to sy po io n d ta n ad e lik ea fa m ilia rit y g di n an br at te nt io n 7%

Travel vs all ads – 18 -34 s ad recall 72% 75% All Travel Source: RAMetrics. Countries: England/Scotland. All ads – 684, Travel ads – 79, from 01/01/2015 to 22/07/2019. Score base: read the newspaper.

Travel print vs all ads – 18 -34 s brand measures engagement attention + recognition 50% 47% 42% 40% action All ads 48% 46% 42% 48% 44% 43% 42% 41% 37% cu ss di s d co m re ug ht m en bu ill /w er dv ta si vi Source: RAMetrics. Countries: England/Scotland. All ads – 684, Travel ads – 79, from 01/01/2015 to 22/07/2019. Score base: read the newspaper. 23% 21% y 23% er tis si tw eb si vi rm at fo e rm or lo ok fo 25% 24% te io n l na io in pr fre sh ap ot oa in st re te in em g ch 25% it ne f to al s pe ap be e m e tiv si rm at ne w in fo rs un de to sy po io n nd ta ad e lik 28% ea rit y ilia fa m br an di n g n io nt 28% 27% 33% 29% bo 32% 30% 31% 34% ha ve 36% at te Travel ads

Travel vs all ads - digital ad recall All ads 27% Travel 28% Source: RAMetrics. Countries: England/Scotland. All ads – 268, Travel ads – 16, from 01/01/2010 to 22/07/2019. Score base: read the newspaper.

Digital - Travel vs all ads brand measures engagement attention + recognition action 19% All ads Travel ads 17% 15% 13% 12% 12% 11% 11% 10% 10% 10% 9% 8% 8% 8% 7% 7% 7% 5% attention branding familiarity like ad easy to new understand information positive appeals to me benefit interesting fresh approach emotional look for visit web site visit more advertiser information Source: RAMetrics. Countries: England/Scotland. All ads – 268, Travel ads – 16, from 01/01/2010 to 22/07/2019. Score base: read the newspaper. have bought/will buy