Newspaper advertising increases all measured impact parameters for new Seat

Full speed ahead into the relevant set: print advertising in regional daily newspapers increases the relevant advertising impact parameters such as brand awareness, advertising recall and also willingness to buy. The current campaign for the Seat Ateca is particularly impressive in terms of model awareness. While awareness of the SUV among non-readers virtually stagnated (18 percent in the zero measurement/19 percent in the success measurement), it rose significantly from 18 to 30 percent among readers during the campaign period. This corresponds to an increase of 67 percent and immediately places the market entrant Seat Ateca at a similar level to its direct competitors Peugeot 3008 and Hyundai Tucson. This is just one of the key findings of the campaign-accompanying advertising impact study conducted online by cross-media marketer Score Media Group together with media agency PHD among around 1,200 respondents.

The print campaign, which combined the special advertising form of the Post-it on the newspaper title with a classic large-format ad, was seen in various regional daily newspapers in ten major German cities in January and February 2017 (more info). Despite the relatively low advertising pressure in the TZ insertion compared to the other genres chosen by the customer (TV, out-of-home, general-interest magazines, online), relevant KPIs were significantly increased among readers of regional daily newspapers.

Convincing advertising recall and increasing brand awareness

Print advertising sticks in the mind particularly well: 36 percent of newspaper readers said they recognized at least one of the two advertising media. Of those who could remember Seat advertising, 40 percent of respondents confirmed that they had noticed it in the daily newspaper. While unaided brand awareness among daily newspaper readers showed a solid increase from eight to 13 percent, the figure remained constant among non-readers (ten percent/nine percent).

The study further shows that daily newspaper readers rate the Seat brand positively above average. This is also reflected in the classic advertising impact parameters measured: among daily newspaper readers, advertising recall of the brand increased from five to twelve percent, and recall of the advertised model rose from one to eight percent - these are very good values for a newly launched model.

Big plus also in terms of willingness to buy

Another positive result: of those newspaper readers who plan to buy a car in the near future, 19 percent would consider a Seat after coming into contact with the print campaign. This represents an increase of 73 percent compared to the zero measurement. Seat thus recorded the biggest increase of all the brands surveyed.

"We knew that print advertising works. But with the current study, we have once again clearly proven it," emphasizes Christian Zimmer, Chief Revenue Office at Score Media. "Achieving such positive results despite comparatively low advertising pressure once again underscores the relevance of the daily newspaper as a high-quality medium and effective advertising environment."