Bonds, Pedigree, Colgate, Jetstar and Flora most effective newspaper advertisers in 2009

Last year, ads for Bonds, Pedigree, Colgate, Jetstar and Flora were among some of the major brands that outperformed industry norms and went beyond the roles traditionally associated with newspaper advertising, according to the 2009 Creative Benchmarking Review.

The new research study just published by The Newspaper Works that takes a selection of more than 25 newspaper ads from 2009 across a broad range of advertiser categories including FMCG, QSR, Retail, Travel, Insurance, Government and Pet Food, amongst others, and gauges their performance against The Newspaper Effectiveness Metric. 

The report shows how newspapers as an advertising mediuminfluence consumer attitudes and behaviour in ways not previouslyavailable.

The 2009 Creative Benchmarking Review has found, for example, that while newspapers have not traditionally been advertisers’ first choice of medium in the role of Affinity, there are in fact many cases where newspapers can be an extremely effective medium for strengthening consumers’ affinity for a particular brand. Mars and KitKat, for instance, in 2009 both performed significantly above the All Newspaper Norm in the Affinity strategic role.

The Newspaper Works CEO, Tony Hale, says that the Creative BenchmarkingReview showcases some of last year’s most effective advertising,demonstrating how newspapers can be harnessed to connect with consumersin both proven and fresh ways.

“Newspaper advertising provides a range of sometimes overlooked opportunities for advertisers to strengthen the affinity that consumers feel towards their brands,” says Hale. “The Creative Benchmarking Review gives a very strong demonstration of how newspapers can be used across the full spectrum of strategic roles, some of which are traditionally associated roles for newspapers, such as Call to Action and Information. In this report, advertisers have demonstrated both expected and fresh ways to bring their communication to life while still delivering effective outcomes for their brands.”