Mix it up
Newspaper & TV media offer the perfect blend to reach and influence audiences
Even in the digital age, television continues to deliver high reach. On a typical day 83 per cent say they watch TV, which is why it’s such a powerful tool for building reach quickly.
Most of these viewers (79%) also read one or more newspapers each week; and some 32 per cent will read seven issues or more each week. This means newspapers are a terrific way to reinforce the TV message.
It’s not just the overlap that makes the combination so effective. The mix of TV and newspapers takes advantage of the fact that different people respond to the same media in different ways.
Most people intending to buy a new car in the next 12 months prefer advertising in newspapers to TV commercials – 33 per cent say they find ads in newspapers useful when deciding which car to purchase, compared with 22 per cent for TV.
Newspapers ads are consistently effective at prompting readers to take action.
The ADvance creative benchmarking studies The Newspaper Works has conducted this year confirm this – 20 per cent of respondents say they would look out for and/or buy a product after seeing an ad.
Sections prime potential buyers
Topical sections in newspapers are a brilliant way to further leverage the effectiveness of a TV campaign, delivering highly targeted audiences who are responsive to newspaper advertising.
According to studies by Ipsos Media CT, on behalf of The Newspaper Works, 30 per cent
of respondents say they find newspapers useful when planning a holiday, for the ones planning to travel overseas in the next 12 months this increases to 35 per cent. If they’re interested in travelling overseas – and they read the travel section of a newspaper – this rockets up to 50 per cent.
In other words, half of travel section readers who are planning a trip use newspapers when making travel decisions.
TV advertising doesn’t show the same increases in usefulness. Some 29 per cent consider TV ads useful when making travel decisions, and this actually decreases slightly (28%) for people planning an overseas trip.
The usefulness of TV ads does increase slightly for travel section readers planning trips, but only to 31 per cent, according to emma data.
What’s more, we’re talking large number of prospective travellers: one out of four people planning an overseas trip have read the travel section of a newspaper in the past four weeks.
Newspapers are useful for reaching lighter TV viewing segments. For a campaign aimed at high earners, for example, they’re essential.
There’s a clear link between income and newspaper readership. The more they earn the more newspaper content they read.
People who earn over $120,000 a year are 50 per cent more likely to be heavy newspaper readers (seven or more newspapers each week) than people earning under $40,000, according to emma data.
The opposite is true about their TV viewing.
High earners are less likely to be heavy TV viewers.
While a third of people who earn under $40,000 p.a. are heavy TV viewers (four or more hours/day), only 23 per cent of those earning over $120,000 are heavy TV viewers.
Strategically this indicates that a campaign aimed at low income earners benefits from a heavier skew towards TV, while the opposite is true for campaigns aimed at more affluent consumers.