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, specifically, is highly effective at embedding brands in consumer memories with unprompted recall at 34% compared to 4% for run of the internet.
Ads placed within digital news environments deliver superior memory and recall
Digital news channels also deliver a strong uptick in brand recall with unprompted recall 26% for digital national and metro news versus 11% for run of the internet.
Print + digital news combinations generate 3.5 times greater brand lift compared to run of the internet
Cross-platform, these benefits are amplified with the study finding the combination of print and digital news further widens the gap on effectiveness versus other publications. The combination drives unprompted recall of 32% versus just 5% for run of the internet.
Ads placed in Total News** are 2.2 times better remembered than run of the internet
Advertising in Total News channels delivers unprompted recall of 22% compared to just 10% for run of the internet. It also yields superior sales impact with 1.8 times brand lift.
Benefits are even more pronounced among light category consumers
With light category consumers, the most important segment for brand growth, news advertising widens the effectiveness gap with unprompted recall 19% compared to 7% for run of the internet.
Ads in Total News deliver stronger brand choice lift and a high propensity to purchase
As measured via discreet choice modelling, brand choice for Total News is 14% compared to just 9% for run of the internet. Again, this gap widens for light buyers with brand lift increasing from 4% for run of the internet to 11% for Total News.
ThinkNewsBrands General Manager Vanessa Lyons said: “The findings are clear: as an advertising channel, news has the power to increase the propensity to purchase due to the halo created by the engaging, trusted and professionally produced content.
“This research, combined with the impressive daily reach of news, its vast and growing audience, and clear cross-platform performance, make a compelling case for marketers to reappraise their perceptions of news.”