Research carried out by Millward Brown CrossMediaT, analysed the NESCAFE sales figures and discovered that newspapers had been able to deliver the highest overall return on investment for the NESCAFE brand. As the most efficient medium for driving brand consideration, newspapers were twice as efficient as TV in creating emotional brand involvement, prompting a 2.6% sales increase across the board, a figure which then rose to 7.5% uplift among those consumers exposed to 5 advertisements or more.

To demonstrate the value of newspapers within a brand's advertising campaign.

Newspaper readers are engaged, attentive and receptive to new ideas. As the home of news, they provide an especially appropriate choice for giving brand news. In a multimedia campaign, they balance out commercial TV's weaknesses in London and among younger and more upmarket consumers. Newspaper readers are big spenders on coffee, and the reading occasion is often accompanied by a cuppa.

The NMA has carried out 34 effectiveness tests in partnership with national and global brands

Millward Brown CrossMediaT was used to model the effects of each channel on brand metrics and calculate the ROI for each medium overall, and by individual metric. Dunnhumby analysed sales uplifts attributable to the newspaper campaign. Kantar Worldpanel analysed 2009 buying data to ascertain average household spend for different media exposure groups.