Media and-ad-engagement-research-summary

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Media and-ad-engagement-research-summary

  1. 1. Newspapers are Engaging April 2014
  2. 2. Print newspapers are the most engaging medium both for editorial and advertising – beating out all others on 11 metrics. Intuitively this makes sense. When reading with a newspaper, Canadians give it their full attention. This compares with other media where attention is fractured. Ad engagement for print newspapers is almost 5 times higher than average. There are lots of places Canadians do not want advertising whereas in print newspapers, it is expected to be there – it is part of the content. Newspaper websites also dominate in both media and ad engagement.
  3. 3. Definitions Media Engagement: 11 characteristics were tested: 7 general engagement statements and 4 on ad engagement specifically: • It is trustworthy. • I feel a personal connection with the medium. • It inspires me. • It makes my life better. • It enhances my interaction with others. • It operates in an ethical manner and has the public’s best interest in mind. • I go to the medium when I have time to myself. Ad Engagement: • I usually notice ads in this medium. • The ads it contains make me more likely to purchase. • It is the best place to get useful information about sales, store hours and special offers. • It contains annoying ads.
  4. 4. Study Design Study: Research with 800 Canadians online by Totum Research on behalf of Newspapers Canada Timing: Fieldwork – October/November 2013 Scope: National: English and French Targets: Age, gender and regional targets were applied to ensure valid representation Calculation: All 11 engagement scores were added except ‘it contains annoying ads’ which was subtracted (as it is a negative attribute). In some cases, this created a negative score. These scores were then indexed to the average (i.e. the average is equated to 100, those scoring better than average score over 100, etc.)
  5. 5. Overview
  6. 6. 100 (Average) Totum Research: Canadians 18+; November 2013 16 58 89 115 134 169 210 Billboard Internet Magazine Radio Newspaper Website Television Printed Newspaper Print newspaper dominates as the most engaging media! Newspaper website also scores well above average and most other media too. Media Engagement Index
  7. 7. Ad Engagement Index Printed Newspapers 477 Newspaper Website 139 Magazine 129 Television 119 Billboard 26 Radio 10 Internet -1 Totum Research: Canadians 18+; November 2013 Ad engagement for print newspaper is almost 5 times the average! Newspaper website ads demonstrate stronger engagement than all the other media.
  8. 8. Young Adults (age 18-34)
  9. 9. 37 98 98 102 135 136 160 Billboard Internet Radio Magazine Printed Newspaper Newspaper Website Television 100 (Average) Totum Research: Canadians 18-34 years old; November 2013 Young adults (18-34) score print & web newspapers equally well on media engagement vs. the population, where print is deemed the most engaging. Media Engagement Index: Young Adults
  10. 10. Ad Engagement Index Printed Newspaper 230 TV 162 Magazine 118 Newspaper Website 111 Billboard 77 Internet 54 Radio 47 Ad Engagement Scores: Young Adults Totum Research: Canadians 18-34 years old; November 2013 Print newspaper out-scores all others in ad engagement. Newspaper website also scored above average with 18-34s.
  11. 11. Moms (women with children <18 at home)
  12. 12. 21 85 124 144 166 169 178 Billboard Internet Magazine Radio Newspaper Website Printed Newspaper TV Print newspapers are engaging for Moms. Newspaper websites score strongly at 166 (24% higher than the population) 100 (Average) Totum Research: Canadian women with children <18 at home), November 2013 Media Engagement Index: Moms
  13. 13. Ad Engagement Index Printed Newspaper 388 Magazine 261 TV 194 Newspaper Website 190 Radio 110 Billboard 78 Internet 18 Ad Engagement Scores: Moms Totum Research: Canadian women with children <18 at home), November 2013 Print newspaper outpaces all others in ad engagement. Moms finds the ads on newspaper websites 37% more engaging than the population.
  14. 14. Boomers (aged 45-65)
  15. 15. 10 46 91 128 153 176 225 Billboard Internet Magazine Radio Newspaper Website TV Printed Newspaper 100 (Average) Totum Research: Canadians 45-65 years old, November 2013 Boomers find print newspapers the most engaging medium – scoring it higher than other demographics. Newspaper website also scores higher with Boomers than the total population. Media Engagement Index: Boomers
  16. 16. Ad Engagement Index Printed Newspaper 528 Newspaper Website 182 TV 137 Billboard 136 Magazine 20 Internet 17 Radio -20 Ad Engagement Scores: Boomers Totum Research: Canadians 45-65 years old, November 2013 Boomers (45-65) find ads in print newspapers very engaging – more so than any other demographic. Newspaper website comes in a solid second.
  17. 17. Influencers
  18. 18. 25 86 115 122 179 186 189 Billboard Internet Radio Magazine Newspaper Website Printed Newspaper TV 100 (Average) Influencers are information hounds; they are clearly embracing newspapers (print & web) Media Engagement Index: Influencers Totum Research; Canadians agree with 3 or more out of 5 influence statements, weekday, November 2013
  19. 19. Ad Engagement Index Printed Newspaper 354 Magazine 225 TV 209 Newspaper Website 194 Internet 37 Billboard 35 Radio 17 Ad Engagement Scores: Influencers Influencers score higher than the population on engagement with newspapers both in print and on websites. Totum Research; Canadians agree with 3 or more out of 5 influence statements, weekday, November 2013
  20. 20. Business Decision Makers
  21. 21. 22 70 76 121 140 154 193 Billboard Internet Magazine Radio TV Printed Newspaper Newspaper Website 100 (Average) Totum Research, Canadian professionals, senior management/executives and business owners/self employed, November 2013 This is the only demographic where newspaper website beats out all other media on engagement – with print newspapers coming in a solid second. Media Engagement Index: Business Decision Makers
  22. 22. Ad Engagement Index Printed Newspaper 232 Newspaper Website 212 Magazine 101 TV 56 Billboard 31 Internet 3 Radio -14 Ad Engagement Scores: Business Decision Makers (BDM) Totum Research, Canadian professionals, senior management/executives and business owners/self employed, November 2013 Print newspaper ranks first in ad engagement. For BDMs, newspaper website has the highest ad engagement score of all demographics.
  23. 23. High Income Canadians
  24. 24. 21 54 89 139 147 167 225 Billboard Internet Magazine Newspaper Website Radio TV Printed Newspaper 100 (Average) Totum Research: Canadians with income over $100K; November 2013 High Income (& Boomers) find print newspapers the most engaging medium – scoring it higher than other demographics. Newspaper website earns higher than average engagement scores. Media Engagement Index: High Income
  25. 25. Ad Engagement Index Printed Newspaper 436 Magazine 120 TV 103 Newspaper Website 83 Billboard 20 Radio 15 Internet -23 Ad Engagement Scores: High Income Totum Research: Canadians with income over $100K; November 2013 Print newspaper’s ad engagement is more than four times average. Newspaper website outscores the internet & two other media.
  26. 26. Western Canada (B.C. + Prairies)
  27. 27. 5 57 60 74 130 139 184 Billboard Internet Magazine Radio Newspaper Website TV Printed Newspaper 100 (Average) Totum Research: Canadians 18+ from B.C. & Prairies, November 2013 Newspapers in print and web are engaging; print outscores all other media and newspaper website almost ties TV. Media Engagement Index: West
  28. 28. Ad Engagement Index Printed Newspaper 408 Newspaper Website 128 TV 86 Magazine 36 Internet 15 Billboard -22 Radio -106 Ad Engagement Scores: West Totum Research: Canadians 18+ from B.C. & Prairies, November 2013 Printed newspaper and newspaper website outscore other media options on ad engagement – which all score below average.
  29. 29. Ontario
  30. 30. 11 52 108 150 155 163 233 Billboard Internet Magazine Radio Newspaper Website TV Printed Newspaper 100 (Average) Totum Research: Ontario, November 2013 Ontario has the strongest media engagement with newspapers in both print & website of all the regions. Media Engagement Index: Ontario
  31. 31. Ad Engagement Index Printed Newspaper 523 Magazine 174 Newspaper Website 141 TV 79 Radio 20 Billboard 10 Internet -38 Ad Engagement Scores: Ontario Totum Research: Ontario, November 2013 Print newspaper scores more than 5 times higher than average – and is one of the highest scoring regions. Ontario’s newspaper website ad engagement scores above the national population.
  32. 32. Quebec
  33. 33. 29 60 80 113 128 190 211 Billboard Internet Magazine Radio Newspaper Website Printed Newspaper TV 100 (Average) Totum Research: Quebec, November 2013 Print newspaper and TV are almost tied for first spot. Newspaper website scores well above the other remaining media. Media Engagement Index: Quebec
  34. 34. Ad Engagement Index Printed Newspaper 370 Newspaper Website 156 TV 117 Magazine 101 Billboard 71 Radio 26 Internet 20 Ad Engagement Scores: Quebec Totum Research: Quebec, November 2013 Print newspaper outpaces all others in ad engagement. In Quebec, newspaper website ad engagement is the highest vs. other regions.
  35. 35. Atlantic
  36. 36. 18 62 105 119 122 166 228 Billboard Internet Magazine Radio Newspaper Website TV Printed Newspaper 100 (Average) Totum Research: Atlantic Canada, November 2013 Atlantic Canadians engage with their print newspapers far more than any other medium. Newspaper website performs well vs. other options. Media Engagement Index: Atlantic
  37. 37. Ad Engagement Index Printed Newspaper 543 Magazine 201 TV 194 Newspaper Website 133 Radio 102 Billboard 46 Internet 0 Ad Engagement Scores: Atlantic Totum Research: Atlantic Canada, November 2013 Atlantic Canadians demonstrate the highest print newspaper ad engagement of all regions. Newspaper website scores well above average.

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