The inclusion of news brands in the media mix can increase the effectiveness of a campaign by up to three times. That’s according to research by analytics firm Benchmarketing.
Using the results from more than 500 econometric models, the study confirms the important role news brands play in the media mix.
The 2016 study found that adding newspapers to a campaign increases overall campaign effectiveness by up to three times. Additionally, newspapers supercharge the effectiveness of other media channels when included in the mix.
On a category by category basis, the research determined that adding news brands to a campaign increases effectiveness by 5.7 times for finance; three times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG.