Newspapers engage emotion

Neuroscience research measured the brain 'recognition' effect of seeing TV and newspaper ads on brand response. The result? Proof newspapers generate an emotional response.

The power of newspapers in combination with TV  

 

  • The two media together produce a much stronger brain response for positive brand associations than either media alone.
  • Newspapers outperformed TV in generating positive emotional associations with brands in consumer's brain.

 brand impact newspapers tv

 

 

Adding newspapers to TV had a 72% incremental effect on brand impact versus TV. Brand impact is evaluated via measuring the magnitude of brain response to all positive brand stimuli; salience, messages, brand values and liking.  

newspaper tv ad impact

 

 

 

Adding newspapers to TV increased ad impact by 200% versus TV. Ad impact is evaluated via measuring the average magnitude of brain response to ad stimuli.

 newspaper emotional brand impact

Newspapers were 42% more powerful at driving positive emotional brand responses than TV. Emotional affinity is evaluated by measuring magnitude of brand response to brand liking probe.

newspaper brand salience 

Newspapers generated 147% greater brand salience than TV. Brand saliency measure recorded the response to exposure to brand pack/picture and logo.

Neuroscience studies were conducted by Brainwave Science in partnership with Millward Brown. Watch a video of the experiment. 

Source: The Newspaper Marketing Agency (UK).