Mix it up

News­pa­per & TV me­dia of­fer the per­fect blend to reach and in­flu­ence au­di­ences

The Works - - FRONT PAGE -

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.

Richer tar­get­ing

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.

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