New Research: When Consumers Read Newspaper Ads, They Take Action
The latest Nielsen numbers come as early data from a MORI Research survey of 3,000 adults**, indicates that newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions. The study, part of a series entitled “American Consumer Insights,” also found that 82 percent of adults said they “took action” as a result of newspaper advertising – from clipping a coupon or making a purchase to visiting a Web site to learn more.
The latest numbers from Nielsen Online, coupled with early data from MORI Research, speak to the ongoing strength of newspaper Web sites and the enduring reach of the medium’s print product, which attracts nearly 105 million readers each day. As the financial environment improves and advertisers return to spending, they will want to reach the valuable and engaged consumer audience that only newspapers can deliver through their multiple platforms.
Early results of the research indicate:
Newspaper Readers Seek Out Advertising Content: Nearly six in 10 adults (59 percent) identify newspapers as the medium they use to help plan shopping or make purchase decisions.
Newspaper Readers are Involved: 41 percent of U.S. adults say newspapers are the medium used most to check out ads - more than radio TV, Internet, magazines and catalogs combined.
Newspaper Readers Take Action: 82 percent of U.S. adults took some action as a result of a print newspaper ad in the past 30 days: 61 percent clipped a coupon, 50 percent bought something advertised and 52 percent visited a store.
Newspaper Readers Value Insert Advertising: 73 percent of adults regularly or occasionally read newspaper inserts, and 82 percent have been spurred to action by a newspaper insert in the past month.
* Effective with June 2009 data, Nielsen has made several enhancements to the NetView service, including an increased sample size of more than 230,000 panelists, more granular reporting and improved accuracy and representativeness. Due to the enhancements, trending of previously-reported data with current results may show percentage differences attributable to these product enhancements and should only be compared directionally.
** MORI Research conducted this phone and Internet survey of more than 3,000 adults. MORI Research is a division of Frank N. Magid Associates, a leading research-based consulting firm serving an international clientele from offices in Minneapolis, New York, Los Angeles, and Marion, Iowa. Engagements range from tactical and operational issues to strategic direction and are informed by the perspective gained from broad and deep experience over the past 50 years in all sectors of the media, communications and entertainment industries.