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GEAR: Guardian's 'Earned' Audience Reach
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Transcript of GEAR: Guardian's 'Earned' Audience Reach
Guardian’s Earned Audience Reach
- 500,000 1,000,000 1,500,000 2,000,000 40%
50%
60%
70%
80%
90%
100%
@guardian
@telegraph
@mailonline
@bbcnews
@ft
@independent
@huffpostuk
@channel4news
@thetimes
@yahoonews
@metrouk
@standardnews
Reach, no. of twitter followers
Reso
nan
ce, %
of
tweets
re-t
weete
d
@guardian is the most influential UK news account in the twittersphere
'Influencers '
'Broadcasters'
'Niche appeal'
‘Closed-up‘ or ineffectual
Source: Twitonomy, August 2013 (last 3 months)
But most ‘Earned’ media is offline
Mode of conversations, GB Population %
Source: Keller Fay TalkTrack
7%online
93%offline
How do we approach ‘Earned’ in totality?TalkTrack Britain
• The only system that measures the TOTALITY of word of mouth – both online and offline
• The only system that measures word of mouth for BRANDS
• Nationally representative sample of 26,000 GB consumers aged 16-69
GNM delivers over 22 extra impression per day per each person reached
=
Earned IMPRESSIONS per person
per day
8.3
No. of BRAND CONVERSATIONS per person per
day
x
No. of PEOPLE per
conversation
Sources: Keller Fay TalkTrack/GEAR
2.7Over 22
Positioning us above most UK media
Earned Impressions per thousand per day
Sources: Keller Fay TalkTrack/GEAR
ITV NewseBay
Channel 4 NewsMailMSN
TripAdvisorFacebook
YahooMetro
TelegraphAOL
TwitterMoneysupermarket
YouTubeTimes
LinkedInIndependent
Sky NewsGNM
FT
20,024 20,141
20,396 20,524
20,639 20,695 20,748
20,922 21,231
21,514 21,549 21,624 21,625 21,693
21,822 21,916 21,989
22,104 22,239
22,960
Earned impressions per thousand per day (Number of Conversations per '000 people per day x Number of People in Conversation)
How do we translate “Earned impressions” into Earned Audience Reach?
‘Paid Reach’ who spread
WOM
=
‘Guardian Earned
Audience Reach’
x
No. of people talk to about
BRANDS, who are not reached
through ‘Paid’
Sources: Keller Fay TalkTrack/GEAR
Reach 20m GB adults through ‘Paid’ + ‘Earned’ with GNM each week
Sources: Keller Fay TalkTrack, *NRS PADD (NRS April 2012-March2013/comScore March 2013)
FT
Independent
Times
Telegraph
GNM
1,339
4,002
4,608
4,998
5,342
3,282
10,705
11,813
13,028
14,631
Paid Weekly Reach*, '000s
20.0m
18.0m
16.4m
14.7m
4.6m
Total
Applying to individual categories
People who travel abroad
Sources: Keller Fay TalkTrack (March-April, 2013), *GNM Total Audience 2012, W2
FT
Independent
Telegraph
Times
GNM
565
1,301
2,041
2,596
2,229
885
2,450
5,275
5,631
6,080
Extended Audience Reach: people who travel abroad
Direct Weekly Reach, '000sAdded Weekly Reach, '000s
8,309
8,227
7,316
3,751
1,450
‘Fashionistas’
Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2; ‘Fashionistas’ = I wear designer clothes OR I have a very good sense of style
FT
Independent
Telegraph
Times
GNM
592
1,669
1,837
2,415
2,430
1,520
4,048
4,680
6,740
6,801
Weekly Reach of 'Fashionistas': GNM and competitor titles
Direct Weekly Reach, '000s
Added Weekly Reach, '000s
9,231
9,155
6,517
5,717
2,112
People who enjoy cooking
Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2
FT
Independent
Telegraph
Times
GNM
716
1,844
2,769
3,086
3,233
1,828
6,235
9,480
8,992
10,988
Weekly Reach of ‘cooks’: GNM and competitor titles
Direct Weekly Reach, '000s
Added Weekly Reach, '000s
14,221
12,078
12,249
8,079
2,544
Women who regularly purchase beauty products
Sources: Keller Fay TalkTrack (March-April, 2013), GNM Total Audience 2012, W2
FT
Independent
Telegraph
Times
GNM
314
1,278
2,005
2,207
2,154
855
2,878
5,284
5,521
5,829
Weekly Reach of women who buy beauty products: GNM and compet-itor titles
Direct Weekly Reach, '000s
Added Weekly Reach, '000s
7,983
7,728
7,289
4,156
1,169
‘Paid’ drives ‘Earned’
0%
1%
2%
3%
4%
5%
6%
7%
8%
0
5,000
10,000
15,000
20,000
25,000
% talking
£ ad spend
% a
udie
nce t
alk
ing
per
day
Ad S
pen
d,
£
‘Paid’ influences ‘Earned’ with GNM: L’Oreal
Source: Keller Fay TalkTrack
On average x5 increase in ‘paid’ results in x7 increase in ‘earned’ with GNM
10 campaigns in 8 categories