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ThinkNewsBrands ‘landmark’ research finds ads next to news have higher recall
By Brittney Rigby
Published mumbrella.com.au
Brands with ads running in newspapers are remembered 8.5 times better, a ThinkNewsBrands study has found, with unprompted recall of 34% compared to 4% for ‘run of the internet’ ads.
The Benchmark Series is the biggest piece of research ever conducted locally into cross-media advertising effectiveness, and involved printing different versions of newspapers, featuring different ads, and distributing them to the more than 5,000 research participants.
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News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.
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Australian news media brands have delivered record readership of 18.2m, reaching more than nine out of 10 Australians (96%), the highest since the inception of emmaTM (Enhanced Media Metrics Australia) in 2013.