Brand advertising in regional newspapers increases awareness and
drives sales at the expense of competitors, according to a new study
from The Newspaper Society.
Regional newspapers are not commonly used for fmcg brand advertising -
and PG Tips, which was chosen for the NS study, has never used regional
before.
Full-page, full-colour ads for PG Tips appeared twice a week for four
weeks in local evening papers in Tyne Tees and East Anglia, with all
other ad activity suspended.
Once the ads had run, unprompted awareness of PG Tips among regular
readers of evening newspapers jumped from 34 per cent to 44 per cent and
prompted awareness from 54 per cent to 68 per cent.
More importantly, actual sales of the product among frequent readers in
the Tyne Tees region rose too - with spend per capita up 17.6 per cent
and sustained for four weeks after the campaign ended.
This boost in sales was at the expense of Tetley, which saw a drop in
sales, with market share down more among frequent readers compared with
non-readers.
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