Ads in news found to outperform social, but youth not seeing news – studies find

Media industry body Think News Brands has released further findings from its Benchmark Series regarding the impact of advertising within news content.

The study aims to understand the impact news platforms have along the path to purchase by measuring key metrics across short-and long-term memory as well as brand lift.

Overseen by Dr Duane Varan, CEO of audience research lab MediaScience, the study included more than 5,350 participants and ran across 42 print runs and 252 websites which together created 6,037 unique brand exposures.

The latest findings of the research found that quarter, half and full-page print ads in printed newspapers outperformed Facebook ads of all types by up to four times.

Source: The Social Chapter Think News Brands [click to enlarge]

Additionally, the research found ads in news deliver 1.7 times the unprompted recall of six-second YouTube ads and are on par with 15 second YouTube ads, whether on desktop or mobile.

Overall, The Payback Series research conducted in conjunction with WPP’s GroupM Australia and global marketing effectiveness consultancy Gain Theory, found news offers a greater return on media investment than social media.

Source: The Social Chapter Think News Brands [Click to enlarge]

According to the report, Roy Morgan April 2020 to March 2021 data found that 20.4 million Australians aged 14+ read news (print) and/or news (digital) in an average 4 week period during the 12 months.

However, it is a very different situation for under 14 years of age, with a recent survey by YouGov for Readly found 60% of Australian parents do not read newspapers, magazines or journalistic content to their children. The research comprised of 1,052 Australians aged 18+ during the period of 15-17 March 2021.

Of those who are reading journalistic content to their kids; only 16% read this kind of content daily, and 34% do so several times a week.

42% of those surveyed believe that it’s important that their children have access to verified journalistic content, but only 24% of those kids have access to paid journalism.

Chris Couchman, head of content in Australia for Readly said: “Now more than ever, we should be discussing journalistic content with our children to help them understand the changes in our world. Newspapers and magazines are real-time relevant reading to help shape their thoughts about news and what interests them. Journalistic platforms cover sports, events and incredible imagery too, which are great for children.”


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