Consumers Give Newspapers High Marks for Advertising Efficacy

April 18, 2013

This article is included in these additional categories:

Broadcast & Cable | Digital | Local & Directories / Small Biz | Media & Entertainment | Newspapers | Radio | Social Media | Television

NAANielsen-Media-Ratings-Ad-Effectiveness-Apr2013An online survey of 5,000 US adults, conducted by Nielsen on behalf of the Newspaper Association of America (NAA), reveals that respondents rate newspapers (in print and on the internet) as the most effective advertising source among various media. The study measured advertising effectiveness across various metrics, with print newspapers coming out on top overall, ahead of radio, internet, and TV. Breaking the media types down into different segments, the local paper topped the ratings for likelihood to purchase and propensity to notice ads.

The results – which put TV at the bottom of the list for overall advertising engagement and effectiveness – are interesting in that they contrast with numerous previous surveys which show TV to be the most influential advertising medium. Typically, newspapers tend to be seen as more effective by older consumers – however the NAA study doesn’t provide demographic data in its methodology.

One result which bears some commonality to other surveys: ads on social networks appear to be disliked and disregarded. In the NAA study, social networking ads appear near the bottom of the list in the “usually noticed” ratings, at the bottom for “likely to purchase,” and at the top for “advertising annoyance.” Previous research from Nielsen and Epsilon has found that many consumers view these ads as both irritating and useless, while Vizu-sponsored research shows some buyers remain skeptical about their effectiveness.

About the Data: The NAA survey was fielded from December 9, 2012 through January 8, 2013, with a margin of error of 1.4%.

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