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  1. Mazda Creative Benchmarking May 2011

  2. About Newspaper Creative Benchmarking

  3. Newspaper Creative Benchmarking Methodology • Dedicated methodology, designed to • Measure the effectiveness of newspaper creative • Provide an understanding how to use the newspaper medium more effectively • 330 ads tested to date as at March 2011 • Commissioned by The Newspaper Works • Conducted online by Ipsos Media CT • 100+ observations per ad • Ads presented in situ on the newspaper page, then full screen • Results benchmarked to All Newspaper norm and/or category averages The Newspaper Works’ effectiveness partner:

  4. Automotive benchmarking • 55 automotive ads tested to date as at March 2011 • 30 ads in automotive study • 25 ads in monthly benchmarking • 5,500+ ad observations in total • Ads selected by The Newspaper Works • Skew towards manufacturer ads so Automotive Average is not a true norm • Automotive study conducted June – September 2009 • Monthly benchmarking ads tested between 2008-2011 The Newspaper Works’ effectiveness partner:

  5. Newspaper Creative Benchmarking MeasuresSee Appendix for more detail Recognised industry measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: * Available for ads tested since March 2010

  6. The Automotive Average vs the All Newspaper Norm

  7. Top Line Measures All Newspaper Norm Automotive Average Automotive ads score similarly to newspaper ads in general on top line measures, though brand linkage is lower – perhaps due to convergence of automotive creative

  8. Brand Equity ImpactHow the ad influenced perceptions of the brand All Newspaper Norm Automotive Average Automotive ads produce similar brand equity effects to newspaper ads in general, though it appears they are less differentiating. Again this could be a result of convergent creative styles.

  9. Role Map demonstrates how people respond to and interpret newspaper ads The automotive ads tested show a skew towards Affinity and Reappraisal.

  10. Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad POSITIVE All Newspaper Norm NEGATIVE Automotive Average The Automotive and general newspaper footprints are similar, though Automotive ads are weaker at highlighting an important feature

  11. Mazda Results

  12. The i in Family Sydney All adults 16+ n= 102 Tested: July 2010

  13. Top line measures All NP Norm Auto Average i in family * Caution: Small sample size. Ad delivered on par with all Automotive averages Note: the difference in auto and NP linkage norms indicating that branding in automotive ads can be improved across the board. * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research

  14. Brand equity impact: How the ad influenced perceptions of the brand Auto Average i in family * Caution: Small sample size. Bank linkage sample size XX With familiarity and differentiation both significantly above the Auto average, the ad is contributing to overall Mazda equity. * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I

  15. Message comprehension: Word CloudIllustrates the message comprehension as a word cloud. Question asked of all research participants through forced exposure

  16. Message comprehensionRelates to the message out-take from an ad. It is asked of all research participants and is established through forced exposure Respectable communication, with the messaging around capacity and/or driver enjoyment getting through to over half of respondents. * Sample: All 16+ rather than Prospective & Recent car purchasers

  17. Newspaper auto diagnostics Auto Average i in family * The creative scores well across all automotive diagnostics delivering emotional connection. Lifestyle and pride are significantly above averages. Interestingly there is no correlation between high lifestyle / see myself driving scores and the use of people in the creative * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I

  18. Emotional connection: MazdaAn overall measure of how the ad engages on an emotional level Auto Average • The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: • Makes it look like a car you’d be proud to own • It’s an exciting car ad • Helps me see what kind of lifestyle the car could open up for me • I can see myself driving that car i in family * Not surprisingly emotional connection is almost twice the average * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I

  19. Newspaper creative diagnostics measure how people respond to the ‘look’ of an ad NEGATIVE POSITIVE All NOP Norm Auto Average i in family * Good diagnostics on image, ease of comprehension and focus on core benefit. However, headline slightly lower than averages and there is an opportunity to deliver more information * Sample: All 16+ rather than Prospective & Recent car purchasers Significant up or down vs Automotive Average at 90% C.I

  20. Interesting and different ads act as a catalyst for emotional engagement =38 Interesting Creative significantly UP on both interest and difference Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 Max Survey Score 60 NP Norm = 34 Auto Average = 33 =40 Different Min Survey Score = 13 Max Survey Score 64 NP Norm = 25 Auto Average = 20 Significant up or down vs Automotive Average at 90% C.I

  21. Role Map demonstrates how people respond and interpret newspaper ads All NOP Norm Auto Average i in family * Affinity and Reappraisal slightly higher than averages. *Sample: All 16+ rather than Prospective & Recent car purchasers

  22. 6 MPS National Prospective & recent car buyers n=100 Tested: June 2009

  23. Top line measures All NOP Norm Auto Average 6 MPS Caution: Small sample size. 6 MPS delivered recognition and interest inline with both the Automotive and All Newspapers norms. Recognition is surprising given that this ad was sourced from overseas (South Africa). Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research

  24. Newspaper Auto Diagnostics Auto Average 6 MPS The above norm interest levels are showing through on the Automotive scores. This is the most ‘exciting’ ad in the survey Both Pride and Exciting are significantly above norm Significant up or down vs Automotive Average at 90% C.I

  25. Emotional connection: MazdaAn overall measure of how the ad engages on an emotional level Auto Average • The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: • Makes it look like a car you’d be proud to own • It’s an exciting car ad • Helps me see what kind of lifestyle the car could open up for me • I can see myself driving that car 6 MPS Emotional connection is over double the average Significant up or down vs Automotive Average at 90% C.I

  26. Brand equity impact:How the ad influenced perceptions of the brand Auto Average 6 MPS Differentiation is significantly up on norm perhaps due to the unique creative execution. Significant up or down vs Automotive Average at 90% C.I

  27. Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad NEGATIVE POSITIVE All NOP Norm Auto Average 6 MPS Creative delivers the highest scores in the survey for both “eye catching” and “looks good”. A real stand out. Significant up or down vs Automotive Average at 90% C.I

  28. Interesting and different ads act as a catalyst for emotional engagement =40 Interesting Creative is seen as interesting and significantly different . Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 Max Survey Score 60 NP Norm = 34 Auto Average = 33 =37 Different Min Survey Score = 13 Max Survey Score 64 NP Norm = 25 Auto Average = 20 Significant up or down vs Automotive Average at 90% C.I

  29. Role Map demonstrates how people respond and interpret newspaper ads All NOP Norm Auto Average 6 MPS While the creative appeals emotionally and skews towards affinity, the scores aren't significant. Understandably, due to the absence of body copy, the call to action and info is low. *Sample: All 16+ rather than Prospective & Recent car purchasers

  30. Mazda 6 Sydney Prospective & recent car buyers n=101 Tested: June 2009

  31. Top Line measures All NP Norm Auto Average Mazda 6 Caution: Small sample size. Whilst recognition is low, this can be affected by timing of research and weight of campaign. An indication that this would be a good ad to consider re running at higher weights Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research

  32. Brand equity impact:How the ad influenced perceptions of the brand Auto Average Mazda 6 High scores across all measures are adding to Mazda equity All measures are statistically significant above the auto average. Appropriateness score is highest in test survey Significant up or down vs Automotive Average at 90% C.I

  33. Newspaper Auto diagnostics Auto Average Mazda 6 Amazing results vs Auto diagnostics with every measure significantly above the norm #1 Highest ‘excitement’ score in survey #1 ‘can see myself driving score’ in survey 2nd highest pride figure (behind BMW 7 series @#1 ) Significant up or down vs Automotive Average at 90% C.I

  34. Emotional connection: Mazda 6An overall measure of how the ad engages on an emotional level Auto Average • The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: • Makes it look like a car you’d be proud to own • It’s an exciting car ad • Helps me see what kind of lifestyle the car could open up for me • I can see myself driving that car Mazda 6 This indicates and exceptionally strong emotional connection – over three times the auto average. Significant up or down vs Automotive Average at 90% C.I

  35. Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad NEGATIVE POSITIVE All NP Norm Auto Average Highest scores in survey across these 3 measures Mazda 6 A fantastic score, arguably the best in the survey, with three #1 scores. A clear indication of high cut through

  36. Interesting and different ads act as a catalyst for emotional engagement =38 =40 =52 Interesting Creative delivers significantly above norm scores for both Interesting and Different Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 Max Survey Score 60 NP Norm = 34 Auto Average = 33 =37 =40 =45 Different Min Survey Score = 13 Max Survey Score 64 NP Norm = 25 Auto Average = 20 Significant up or down vs Automotive Average at 90% C.I

  37. Role Map demonstrates how people respond and interpret newspaper ads Highest scores in auto survey All NP Norm Auto Average Mazda 6 Creative again triumphs over the survey with two #1 scores. These two, together with the reappraisal would undoubtedly drive strong consideration for brand preference. Interestingly, this is one of the few ads in the survey to deliver emotional engagement and a strong call to action.

  38. Role Map comparisons All NP Norm Auto Average Ford G Series Holden Epica Clearly a category winner. Arguably the best performing creative in the whole survey

  39. MX-5 Melbourne Prospective & recent car buyers n=102 Tested: June 2009

  40. Top Line measures All NP Norm Auto Average MX- 5 Caution: Small sample size. Recognition can be affected by timing of research or weight of campaign. A possible indication that the campaign would benefit from heavier weighting / renewed activity Significant up or down vs Automotive Average at 90% C.I Note: Ad recognition and Brand linkage can be affected by weight of campaign and timing of research

  41. Brand Equity ImpactHow the ad influenced perceptions of the brand Auto Average MX- 5 MX5 ad contributes well to overall Mazda equity Differentiation is significantly above norm and is #5 in the survey. Significant up or down vs Automotive Average at 90% C.I

  42. Newspaper Auto Diagnostics Auto Average MX- 5 Amazing results vs auto diagnostics with all 4 measures significantly above the norm 3rd highest pride figure (behind Mazda 6 and BMW 7) Significant up or down vs Automotive Average at 90% C.I

  43. Emotional connection: MX-5An overall measure of how the ad engages on an emotional level Auto Average • The emotional connection of an ad is calculated as the average of its three highest scores out of four measures of automotive engagement: • Makes it look like a car you’d be proud to own • It’s an exciting car ad • Helps me see what kind of lifestyle the car could open up for me • I can see myself driving that car MX- 5 Once again delivering over three times the average. Significant up or down vs Automotive Average at 90% C.I

  44. Newspaper Creative Diagnostics measure how people respond to the ‘look’ of an ad NEGATIVE POSITIVE All NP Norm 2nd Highest scores in survey across these 3 measures Auto Average MX- 5 A fantastic score, with the three top 2 image scores - second only to Mazda6. A clear indication of high cut through Significant up or down vs Automotive Average at 90% C.I

  45. Interesting and different ads act as a catalyst for emotional engagement =52 =38 =40 =52 Interesting Creative delivers significantly above norm scores for both interesting and different Our research suggests that high interest and difference scores are linked to higher levels of emotional connection for an Ad. Min Survey Score = 22 Max Survey Score 60 NP Norm = 34 Auto Average = 33 =46 =37 =40 =45 Different Min Survey Score = 13 Max Survey Score 64 NP Norm = 25 Auto Average = 20 Significant up or down vs Automotive Average at 90% C.I

  46. Role Map demonstrates how people respond and interpret newspaper ads 2nd Highest Affinity score. Mazda 6 @ #1 All NP Norm Auto Average MX- 5 RoleMap indicates the ad is generating strong Affinity and above average Reappraisal and Extension.

  47. Mazda is performing beyond the category on key consumer criteria +1.9x higher (a lifestyle ad) +2.8x higher (a lifestyle ad) +2.8x higher (a lifestyle ad) +2.2x higher (a lifestyle ad) Average

  48. Mazda is performing beyond the category on key consumer criteria +3.1x higher (an exciting ad) +3.4x higher (an exciting ad) +3.7x higher (an exciting ad) +1.3x higher (an exciting ad) Average

  49. Best performing ads on Role Map from Automotive survey 3.3x Higher than average 2.9x Higher than average 2.3x Higher than average 2.1x Higher than average 8.0x Higher than average 2.4x Higher than average