Nine in 10 young Australians read news every month, a figure far greater than any other media channel DOWNLOAD REPORT NOW
Hear from Australia’s most influential CMOs on how to drive growth WATCH NOW

Trending

News platform delivers superior advertising effectiveness and brand impact

The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia, finds national and metro news to be a highly effective advertising channel based on its unique ability to encode brand memories.

Advertising placed in national and metro news, in print and digital, delivers superior brand recall and purchase propensity.

The findings come from The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia. Overseen by Dr Duane Varan, CEO of audience research lab MediaScience, the study included more than 5,350 participants and ran across 42 print runs and 252 websites which together created 6,037 unique brand exposures.

The study set out to understand the impact news platforms have along the path to purchase by measuring key metrics across short- and long-term memory as well as brand lift.

Dr Varan said: “This is a landmark study, both for Australia and globally. The sheer scale and scope of the cross-platform comparison is unprecedented.

The overarching finding of the research is that national and metro news, in print and digital form, are extremely effective at embedding brands in people’s memories. The reason for this is that when people consume news content, they enter an active and alert state of mind and this carries over to the advertising in the channel.
DR DUANE VARAN
MediaScience CEO

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.”

The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia, included more than 5,350 participants and ran across 42 print runs and 252 websites which together created 6,037 unique brand exposures.

Watch the methodology video now.


* Run of the internet refers to non-premium sites including but not limited to TechRadar, The Daily Mail, Yahoo, Mamamia and Buzzfeed.

**Total News refers to the print and digital news assets of ThinkNewsBrands stakeholders News Corp, Nine and Seven West Media. This includes but is not limited to The Age, The Australian, The Australian Financial Review, The Daily Telegraph, The West Australian, 7news.com.au, nine.com.au and news.com.au.


Media Enquiries
Brooke Hemphill
bhemphill@premiumcontentalliance.com.au
0419 351 445

Trending News
23rd Nov

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Trending News
3rd Nov

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

Trending Media Release
1st Nov

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.

Trending News
29th Oct

Mi3 Podcast: Where audiences have shifted post-Covid

Editors at The Age, The Australian, The Herald and The West Australian on where audiences have shifted post-Covid – and the rich pools advertisers should be fishing in

Mi3 Podcast: Where audiences have shifted post-Covid

Editors at The Age, The Australian, The Herald and The West Australian on where audiences have shifted post-Covid – and the rich pools advertisers should be fishing in

Trending Media Release
27th Sep

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate to 80% or more as quickly as possible.

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate to 80% or more as quickly as possible.

Trending News
14th Sep

In print we trust; Coles ups ante on comms during Covid

At a time when misinformation and mistrust over Covid-19 are eating into public confidence, Coles has recognised the importance of established publishers as a key conduit for its advertising spend.

In print we trust; Coles ups ante on comms during Covid

At a time when misinformation and mistrust over Covid-19 are eating into public confidence, Coles has recognised the importance of established publishers as a key conduit for its advertising spend.

Trending News
8th Sep

New ThinkNewsBrands campaigns features top CMOs to highlight the power of news advertising

ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers

New ThinkNewsBrands campaigns features top CMOs to highlight the power of news advertising

ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers

Trending News
8th Sep

CMOs on the power of news advertising by Edge for ThinkNewsBrands

ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia’s top marketers.

CMOs on the power of news advertising by Edge for ThinkNewsBrands

ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia’s top marketers.

Trending Media Release
7th Sep

CMOs showcase the power of news advertising in new campaign from ThinkNewsBrands

The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.

CMOs showcase the power of news advertising in new campaign from ThinkNewsBrands

The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.