The multi-platform study

The multi-platform study

by BDRC Continental

The multi-platform study

10,856 readers, five big brand campaigns and 700,000+ individual brand measurements demonstrate that newsbrands have a significant impact on brand health. Print plays a vital role for newsbrands – it’s the most effective newsbrand brand building platform and it kick starts a multiplier effect across digital newsbrands.

Overview

Multi-platform newsbrands deliver

Newsbrands are uniquely placed in the multi-platform world.

They have grown audiences as each new device has risen in popularity, but until now there was no clear picture of how advertising in newsbrands builds brand health. We wanted to know the impact of each platform – print, tablet, computer and mobile – and how each of these platforms work together.

Newsworks collaborated with media agencies to measure five client campaigns across newsbrand print and digital platforms. BDRC Continental conducted matched controlled exposure tests. The analysis gave us the net uplift in brand metrics, taking into account competitor shifts, across all newsbrand platforms – both solus and in different combinations.

We found a consistent pattern of responses:

  • Print is the most effective single newsbrand platform for brand building, driving an average 5% uplift in brand health measures
  • Print plus digital newsbrands is the most efficient combination, leading to a 17% uplift in brand health measures
  • Print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures
  • Exposure to print advertising primes readers to respond more positively to digital advertising. Advertising in digital newsbrands also has an appreciable impact on brand health measures (+3%) but needs print to deliver the all-important multiplier effect

Useful resources

Feel free to download and share.

Full presentation
Full presentation
PowerPoint (565kb)
Full report
Full report
PDF (96kb)
Four key charts
Four key charts
PowerPoint (2mb)
Ready reckoner
Ready reckoner
PowerPoint (110kb)
Methodology
Methodology
PowerPoint (2mb)

Watch the full presentation

James Myring, director of media and branding research at BDRC Continental, presents the full findings of the multi-platform study.

https://youtube.com/watch?v=qcxM8_AmpLE

Watch the summary

James Myring, director of media and branding research at BDRC Continental, talks through the key findings of the multi-platform study.

https://youtube.com/watch?v=kfgyxwUResI

More research

Read findings from the other research studies.

The ROI study
The ROI study
Return on investment
The IPA Databank study
The IPA Databank study
Business effectiveness