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Research
The Benchmark Series: The powerful impact of placement
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Research
The Benchmark Series is Australia’s largest cross-media advertising effectiveness study
The initial roll out of the research shows national and metro news is a highly effective advertising channel based on its unique ability to encode brand memories.
News delivers superior advertising effectiveness and brand impact
Commissioned by ThinkNewsBrands in 2021, The Benchmark Series is an advertising effectiveness study overseen by Dr Duane Varan, CEO of audience research lab MediaScience.
Findings of the study include:
- Advertising in printed national and metro newspapers yields 8.5 times greater unprompted recall than the run of the internet
- Print + digital news combinations generate 3.5 times greater brand lift compared to run of the internet
- Ads placed in Total News are 2.2 times better remembered than run of the internet
Watch the methodology video now:
News is a fundamental part of the day for Australians. Download the findings of The Benchmark Series now.
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