Summary

Word of mouth (WOM) is powerful. People and conversations affect our opinions, influence brand perceptions and ultimately drive consumer sales.

Keller Fay’s TalkTrack survey records these word of mouth conversations and through analysis of this data we have gained a deeper understanding of what Sunday Times readers like to talk about.

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Key Findings

  • Newspaper readers are 25% more likely to be ‘conversation catalysts’ – the most influential people for WOM

  • Sunday Times readers have 20% more conversations than the average person each week

  • Sunday Times readers are 25% more likely to mention ads when they talk about brands

  • Sunday Times readers are 96% more likely to be Technology conversation catalysts than the UK average and higher than both Guardian & Daily Telegraph readers

  • The Sunday Times is the no. 1 quality Sunday paper for reaching Travel influencers with more conversation catalysts than any other title

Methodology

Keller Fay are a world leading company, specialising in measuring word of mouth conversations, covering both general topics and brands/advertising.

Their UK Talk Track survey is a continuous tracking programme, covering 500 interviews per week or 26,000 interviews per year.

The data captures information about what people are talking about in different categories and conversations about specific brands as well as individual media consumption behaviour, allowing us to look at a wide range of word of mouth activity of our own newspaper readers.

For more information, please contact the Insight Team at commercialinsight@news.co.uk