Today, the Newspaper Association of America
released the findings of a landmark study by Nielsen that compares the ability
of major media, including television, radio and social media, to engage
audiences. The study looks at consumer engagement with media content – and
importantly, compares each medium’s ability to engage consumers with
advertising. This side-by-side advertisement scoring will aid marketers and agencies
in assessing media by their ability to engage consumers who seek and respond to
advertising not just by audience numbers alone.
Key findings from the study include that newspaper media – print and online – scored the highest of all media on overall engagement. Where newspapers and their websites stood out most was in the efficacy of advertising.
Key findings from the study include that newspaper media – print and online – scored the highest of all media on overall engagement. Where newspapers and their websites stood out most was in the efficacy of advertising.
