Transcript Slide 1

Renault in the South West
Supporting Renault Dealerships in the
South West
Renault currently using regional editions of the national
newspapers to support their dealerships in the South
West. They don’t use regional press however they have
previously used the Western Morning News and
Western Daily Press.
The aim of this presentation is to demonstrate how
effective regional titles can be in the South West and
make recommendations on which NNG titles will work
best for Renault.
Estimated spend on next car by newspaper type
Intend to buy /
replace car in SW
region (000’s)
Average amount
prepared to spend
Total potential
market spend
Morning titles
36,000
£7,200
£257.6m
Evening titles
87,000
£6,000
£524.3m
Paid weekly
titles
102,000
£8,300
£848.5m
Total
824,000
£7,100
£5,823.2m
All of our titles have scope to influence a considerable
amount of spend in the South West car market place.
Source: TNS 2004. Amount prepared to spend on next car. Base : All adults who intend to buy/replace car in next 2
years in SW region.
Profile of car buyers by newspaper readership
The titles reach different types of car buyer. The morning titles reach a
greater proportion of older car buyers. The evening and weekly titles
deliver a profile more representative of the wider car buying public.
15-34 yrs
58
35-54 yrs
55 yrs+
38
40
36
38
31
27
35 36
29
22
12
Intend to buy car
Morning titles
Evening titles
Weekly titles
Source: TNS 2004. Profile of people who intend to buy a car in the next 2 years compared to AIR of NNG title by frequency.
Most respected for motors
Buying a new car
Morning
Evening
Paid Weeklies
8,000
43,000
49,000
Buying a used car
Morning
Evening
Paid Weeklies
10,000
119,000
127,000
The figures (left) show the
number of people who would
turn to our titles first when
buying a new and used car.
Larger numbers of people
would turn to our morning
titles. However this is
eclipsed by the large
numbers who would turn to
the evening and weekly titles.
The evening and weekly
titles are clearly a more
influential choice.
Source: TNS 2004. Base: All adults 15+. Media turn to first for buying a new or used car.
Renault in the South West
Car dealerships are
spread throughout
the South West
Source: CACI 2005
The Western Morning News circulation area
You have previously
used the Western
Morning News (WMN)
which covers all of
these dealerships.
Source: CACI / JICREG 2005. Base: Western Morning News circulation area.
A new schedule
However, instead of the Western Morning News we
recommend:
Plymouth Evening Herald
Torquay Herald Express
Exeter Express and Echo
Cornish Guardian
The Cornishman,
North Devon Journal
West Briton
Effective coverage of the dealerships
The recommended titles
cover the dealerships more
effectively. They offer a
greater concentration of
readers around the
dealerships.
Source: CACI / JICREG 2005.
Using the WMN
Net reach
Cost
CPT
Net reach %
1 ins
115,303
£1,742
2p
6%
6 ins
243,467
£10,454
4p
12%
x2.1
x6
Six inserts in the WMN will double your net coverage.
Source: JICREG / TGI 2005. Base: All adults 15+ in the Western Morning News circulation area. Rates:
Full page mono in motors supplements.
A more effective schedule
Net reach
Cost
CPT
Net reach %
7 ins
614,534
£9,749
2p
30%
6 ins WMN
243,467
£10,454
4p
12%
x2.5
X0.93
By using our proposed schedule you can deliver two and a
half times the net audience you deliver with the WMN
schedule … for less money… in a titles synonymous with
motors!
Source: JICREG / TGI 2005. Base: All adults 15+ in the Western Morning News circulation area. Rates: Full
page mono in motors supplements.
Example: Exeter
Individual
dealerships would
be better
supported with
the evening and
paid weekly
package….
Distance prepared to
travel to visit a motor
dealer*
20.6miles
Source: CACI / JICREG 2005. * Source: TNS 2004. Base: All adults 15+ in the WMN / WDP 3%+ circulation area. Distance prepared to travel to visit a
motor dealer.
Example: Exeter
Newspaper
Type
Freq
Total Adults
AIR
Area Adults
AIR
Area AIR %
Area
Circulation
EXETER EXPRESS & ECHO
P
E
65,892
64,178
15.32
24,649
EXETER LEADER
F
W
67,900
67,900
16.2
42,718
MID DEVON GAZETTE SERIES
P
W
31,318
24,693
5.89
10,152
NORTH DEVON JOURNAL
P
W
83,096
1,090
0.26
443
PLYMOUTH EVENING HERALD
P
E
122,977
44
0.01
15
TORBAY WEEKENDER GROUP
F
W
94,936
79,300
18.93
46,710
TORQUAY HERALD EXPRESS
P
E
79,154
62,061
14.81
20,395
WEST MORNING NEWS
P
M
115,303
24,783
5.91
10,132
Within the catchment area of the Exeter dealership both
the Exeter Express & Echo and the Torquay Herald
Express over twice the number of readers in the area.
Source: JICREG 2005. Base: All adults 15+ in the Exeter dealership catchment area.
Example: Exeter
Net reach
Cost
CPT
Net reach %
Exeter Express & Echo +
Torquay Herald Express
126,182
£3,254
3p
30%
Western Morning News
24,783
£1,742
7p
6%
x5.1
x1.87
By adopting the suggested schedule, you can increase
the net reach by over five times at under double the cost.
Source: JICREG / TGI 2005. Base: All adults 15+ in the Exeter catchment area. Rates: Full page mono in motors
supplements.
Example: Exeter
Net reach
Cost
CPT
Net reach %
Exeter Express & Echo +
Torquay Herald Express
126,182
£3,254
3p
30%
2 x WMN
49,566
£3,484
10p
8%
x2.55
x0.93
By adopting the suggested schedule, you can increase
the net reach by over two and a half times for less than
double the cost.
Source: JICREG / TGI 2005. Base: All adults 15+ in the Exeter catchment area. Rates: Full
page mono in motors supplements.
Summary
Our morning titles WMN / WDP can be used creatively to
deliver car buyers
However, evening titles and weekly titles are preferred:they are top of mind for car buyers
readership profiles more closely match car buyers
they reach more of the market
they offer most comprehensive coverage of dealer catchments
they reach more people for less money
Renault in the South West