April 2014
Featured in this insight: Consumer goods & FMCG , IT & telecommunications, Retail
Study finds most effective way to advertise: Think Media research finds local news media, in print and online, to be the most effective combination for driving consumer action - with readers more than twice as likely to act on advertisements than those on TV or Social Media.
The figures show that local media readers are more the twice as likely (51%) to act on advert than they are on TV (23%), magazines (19%), social media (14%) or commercial radio (14%).
When it comes to property advertising, adverts in the local media are the most popular (49%) source for keeping a general eye on the local property market, followed by property websites, such as Rightmove or Zoopla (37%).
Additional findings suggest that local media (51%) is nearly times more trusted than commercial TV (14%) and radio (11%).
Jane Wolfson, joint head of investment at Initiative in London, said:
“These findings illustrate why it’s so important for national advertisers like Tesco to appear in local media… The high levels of trust placed in local newspapers translate into real action at key stages of the path to purchase…”
Linda Piggott-Vijeh, a Businesswoman and Consumer Expert, said:
“As a long-term champion of local media, which I now use extensively to promote the organisations I work with, I was delighted to hear the results of the latest survey by the Newspaper Society.”
View more of our sector specific insights: Consumer goods & FMCG, IT & telecommunications, Retail
