The MidBritain Multiplier for the Mail brands
Did you know that 61% of all readers of the Daily Mail and The Mail on Sunday are MidBritons? This makes the Mail brands a very efficient platform for engaging with them. In fact no other national press brand comes close to delivering a similar scale of audience so efficiently.
Many advertisers would probably think first about TV when considering reaching a broad audience like MidBritons. However, such is the effective reach of MidBritons by the Mail brands that using these two titles in combination with TV can produce amazing results...
- Consider a TV only campaign that reaches 70% of MidBritons - this would cost you around £1.3m
- Now redeploy 10% of that budget (£130k) into the Daily Mail and The Mail on Sunday
- For the same £1.3m your media plan would deliver an 81% reach of MidBritons
- An increase of 11 percentage points - or 16% more for the same investment
If you wanted to reach the same 81% of MidBritons using TV only, then this would cost you £1.8m - or an extra £500,000 investment. Combine the above results with findings from the NMA's Neuroscience study and newspapers adding significantly to levels of brand response, and you'll surely agree that this is a powerful formula for reaching MidBritain!
Sources: Starcom MediaVest estimates/Touchpoints July 2005-June 2006
