Current investment levels
Of the 10% invested in newsbrands in 2015, the majority of spend was in print (7.7%). Between January and May 2016 this slipped to 5.8%. There are large discrepancies between different car advertisers, with some maintaining print newsbrand spend and others reducing rapidly.
The evidence from the Benchmarketing study conducted for Newsworks demonstrates that the exodus from newsbrands, and print in particular, has been overdone by some automotive advertisers. They are not getting the best return possible for their investment.
The analysis shows that adding print newsbrands to the media mix in the automotive category improves overall campaign revenue return on investment (RROI) by 70%. And if you use more newsbrand channels the return from print increases even further.