Key findings:
For consumers, newspaper engagement scores exceeded those of other media (TV, radio, social media). On indices where 100 equals the norm, print newspapers rated highest on how engaged audiences with advertising than the media overall; local newspapers ranked 19% higher and national newspapers, 17% higher.
A critical question is whether advertising influences consumers’ likelihood of making a purchase. On this metric, 35% of consumers surveyed said ads viewed in local and national newspapers were most likely to influence their decision to purchase. Social media ads rated last (25%).
When respondents were asked about media use and whether they usually notice advertisements, local newspapers scored highest of all media at 48%, followed by national newspapers (46%).
