NMA UK: 2011 Newspaper Impact Study
(6m, format)
NMA UK: Newspaper Impact Study
This research puts the same newspaper and magazine ads side-by-side to see how women engage with them.
Advertising in newspapers gets campaigns targeting women off to a flying start. Ad messages have a more powerful and lasting impact in newspapers than in women's magazines.
Responses from 445 women aged 16-59 to identical – or very similar- ads in newspapers and magazines found that:
- Newspapers delivered 25% more impact and 18% higher ad recognition
- Ads in newspapers stood out more strongly
- Women rated newspapers more highly than magazines for information, ideas and "a ritual that keeps me in touch"
- Women saw advertising in newspapers as a sign of confidence in the product
Newspapers give advertisers mass reach among women – 11.9m aged 16-59 read newspapers in an average week – and close engagement in a medium that they trust as a source of ideas and information.
And with immediate readership, in contrast to magazines' slower build-up, ad campaigns in newspapers pack a real punch right from the outset.
A perfect partner to this research is our 2011 Retail Report and our Creative Benchmarking studies, which looks at how consumers engage and respond to newspaper advertising as well as the actions taken as a result of the communication.
November 2011
