Retail clients invest heavily in media, spending nearly £1.7 billion in 2017. Previously heavy newspaper spenders, retailer brands cut print allocations substantially in 2015. Although print newsbrands’ share has since stabilised somewhat, low spend in digital newsbrands means that total newsbrand share remains at 2015 levels.
Benchmarketing’s analysis shows that low spending in newsbrand channels is harming the profit return from the campaign. This results in lower payback for the entire campaign and diminishing returns from overinvestment in digital media.
To maximise campaign PROI, Benchmarketing recommend that a minimum of 21.5% of the total media budget is allocated to print newsbrands and 3.7% to digital newsbrands.
Analysis shows that TV-led multimedia campaigns using a wide variety of media are most successful at generating maximum PROI.
Retail clients are losing out on £1.34 billion potential profit through underinvesting in newsbrands, particularly print.