Impact of size in advertising
Canadian research looks at the impact of size in newspaper advertising. The study draws conclusions from five years' worth of research.
The Canadian Newspaper Association (CNA), in conjunction with Canadian Community Newspapers Association (CCNA) have released 5 years worth of findings about the impact of size in newspaper advertising.
The research is based on 26 studies done in this period, recording the notability of advertisements based on their size. Results are below.
| Size | Ad Noting % | Index |
| 1/8 page or less | 53 | 100 |
| 1/8 to 1/3 page | 57 | 108 |
| 1/3 to 1/2 page | 62 | 117 |
| 1/2 to 9/10 page | 67 | 126 |
| Ful page | 71 | 134 |
The creative and the product being advertised impact the readership of an ad. These elements are key but are not reflected in the analysis as they are not within the control of the newspaper.
While not presented here, reading and noting scores from this compilation were compared with historical data. Scores are significantly higher now than they were historically. The CNA believe this is due to the increased use of colour in newspaper advertising.
Download the PDF below to find out more about the results, as well as the methodologies used.
More case studies and research into newspaper advertising can be found on the CNA website.