Nielsen: Newspaper Ads Touted for Engagement and Influence
Newspapers
April 16, 2013 -- A survey of 5,000 American adults, conducted by Nielsen and underwritten by the Newspaper Association of America, finds newspapers advertisements lead other major media -- TV, radio, social media -- in engagement, capturing attention and influencing purchases. Newspaper advertising also was found to the least irritating of the media forms studied.
Key ad-related findings from The 2013 Nielsen National Cross-Media Engagement Study:
AD ENGAGEMENT
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For consumers, newspaper engagement scores exceeded those of other media (TV, radio, social media). On indices where 100 equals the norm, print newspapers rated highest on how engaged audiences were with the advertising featured compared to media overall; local newspapers ranked 19% higher and national newspapers, 17% higher.
Source: NAA/Nielsen, 2013
NOTICING ADS
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When respondents were asked about media use and whether they usually notice advertisements, local newspapers scored highest of all media at 48%, followed by national newspapers (46%). Local talk radio scored 42%, cable TV, 39% and social media, 37%.
Source: NAA/Nielsen, 2013
INFLUENCING PURCHASES
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A critical question is whether advertising influences consumers’ likelihood of making a purchase. On this metric, 35% of consumers surveyed said ads viewed in local and national newspapers were most likely to influence their decision to purchase. Social media ads rated last (25%).
Source: NAA/Nielsen, 2013
AD ANNOYANCE
- Another factor in the crowded media landscape is whether consumers find advertising irritating. Nielsen asked participants if they found the advertising in a given media very annoying. Here the goal for a media is to score low. Local newspapers scored lowest (31%). Social media and blogs scored highest (45%).
Source: NAA/Nielsen, 2013
About: The 2013 Nielsen National Cross-Media Engagement Study is based on an online survey of 5,000 adults conducted by Nielsen and underwritten by the Newspaper Association of America was fielded from December 9, 2012 through January 8, 2013. The margin of error is 1.4%.
Source: Newspaper Association of America (NAA), The 2013 Nielsen National Cross-Media Engagement Study, accessed April 17, 2013.
