The ‘grown up stuff’ super -category covers the fundamentals and necessities you’d associate with adult life. It includes tickets for trains and planes, utility providers and other services such as breakdown cover or online delivery. It comprises travel and transport, finance, energy, and utilities, motors, government and the public sector, offline services such as breakdown cover and online services such as delivery and business services.
Clients in this category invested around £3.8 billion in media in 2017. Traditionally TV-led, with print newsbrands as the
primary secondary support, brands allocated 44% of adspend to digital channels in 2017. While this might appear to make sense, given that much interaction has moved online, this high digital investment is adversely affecting campaign profitability.
Benchmarketing’s analysis shows that newsbrands are an effective secondary medium to TV and that campaign profitability could be enhanced by a rise in both print and digital newsbrands’ share of budget.
To maximise campaign PROI for brands in the ‘grown up stuff’ super-category, it is recommended that at least 7% of the total media budget is allocated to print newspapers and 4% to digital newsbrands.
Analysis shows that multimedia campaigns using a wide variety of media are most successful at generating maximum PROI.
However, clients are losing out on £318 million potential profit through underinvesting in newsbrands, particularly print.