Sundays are a perfect day for brand advertising and The Sunday Times is more valuable than ever for reaching consumers of premium brands...

Importance of brand advertising
Brand activity is influential all the way through the consumer purchase cycle. It influences 84% of purchase decisions in the Finance, Motoring and Travel categories and up to 100% for those considering luxury goods.

Right Day
You want your brand advertising to be as effective as possible and there’s some big reasons why The Sunday Times is unique in its effectiveness. The nature of the modern Sunday is one of them.

Sundays are a great day for brand building, and Sunday Papers play an important part in many peoples day. Sundays give consumers the time to consider, review, discuss and research. This is particularly important when considering high value purchases.

NI Commercial has commissioned an ethnographic study into the nature of the modern Sunday. For more information please contact us.

Right audience
But not all Sundays are the same and not all Sunday readers are the same. In terms of consumer spending some are more likely to window shop than be active purchasers of premium products. Sunday Times readers are the sweet spot for premium brands. They index highly on the full set of luxury goods and services.

And for reaching high-level business people The Sunday Times is by far the biggest newspaper. Also, for senior members of the marketing community it’s the number 1 Sunday paper.

• Number 1 Sunday paper for senior members of the marketing community
• Number 1 for company board directors
• Twice as many c-suite readers as the FT

Influence & world of mouth
The subject of the value of influence is becoming a hot topic for brand managers. We know that apart from being spenders and achievers that some people simply have more influence – they are the sort of people that talk more about their experiences and the people that others go to for advice.

For Influencers, Sunday Times readers really stand out:

• They're nearly 2x as likely than the average adult to talk about your brand 
• 50% more likely to convince others with their views and opinions

Premium Influencers
But in terms of both world out mouth and influence we know that some newspaper readers are part of a group that have the highest level of influence.

They’re those people who are digitally savvy, the first to invest in new technology, they are in the know and, again, the people that others go to for advice.

They are part of a group we call Premium Influencers and The Sunday Times is one of the most effective ways of reaching them.

To find out more about Premium Influencers please  contact us.

Right Content
Influencers have a natural appetite for the opinion and discussion of the most influential journalists in their field.

The views of these professionals with a profound understanding of their subject and a commitment to provide well-informed coverage of the issues help fuels opinion, conversation, knowledge and debate.

If you would like to find out more please contact NI Commercial to arrange a presentation.

Sources: Milward Brown, TGI 2009, Marketing magazine, BBS 08.