Cinema and local newspapers claim they’re more engaging than TV

The newspaper and cinema industries have both released research to promote their strengths as advertising media today – both claiming to be more ‘engaging’ than Australia’s dominant channel, television.

Cinema media owner Val Morgan is claiming that people are six times more likely to recall a cinema ad than a TV ad, while industry body The Newspaper Works suggests that readers of regional newspapers are more engaged than TV viewers or radio listeners.

Research from Val Morgan found that when were exposed to the same creative executions on TV and cinema, recall was six times higher among cinema-goers. The survey, by Australia Online research, was conducted among 800 people via online interviews.

Val Morgan’s marketing director Paul Butler said: “The cinema audience were six times more likely to recall key aspects of the ads than the TV audience, demonstrating that cinema advertising generates six times the ad memory and six times the engagement of TV.”

“Virtually all (96%) the cinema audience were present for the advertising pre-show, while ad avoidance and multi-tasking behaviour was the norm while the TV was on. These results show Cinema has a key role to play in amplifying an advertiser’s screen strategy, delivering engagement, impact and cut-through at a level that no other media can match.”

Research by Newspaper Works found that consumers are twice as likely to enquire about an ad they read in a regional newspaper than one they saw on TV or listened to on the radio.

The industry body also takes aims at the outdoor sector, with its research claiming that people are ten times more likely to ask about an ad in a community newspaper than on a billboard.

And people are three times more likely to be “positively disposed” towards an ad in a community newspaper than a piece of direct mail, the research found.

Newspaperworks said that the research showed that Australians see local newspapers as “driving the regional agenda and protecting readers’ interests”.

“We found that Australians have a clear understanding of the unique roles that the three tiers of newspaper publishing play in their lives and how they meet different needs,” The Newspaper Works CEO, Tony Hale said.

“We’ve always known that there’s a strong bond among Australians with their regional and community newspapers,” he said. “This research provides many reasons why advertisers should look at using regional and community newspapers as both a supplement and complement to other media in order to reach highly engaged and motivated audiences in singular ways.”

Newspaperworks research summary:

Regional newspapers

  • Twice as likely to have enquired about a product or service because of a newspaper ad than one played on local radio.
  • Nearly twice as likely to have visited a store or business because of a newspaper ad vs local TV.
  • Regional newspapers provide superior coverage of important local news, issues and practical local information
  • Twice as likely to stand up for important issues in their local area than local TV. (71% compared with 36% for local TV)
  • Readers are more likely to act on, keep or share content in regional newspapers compared to TV, radio or letterbox catalogues/flyers.
  • Three times more likely to keep details of a newspaper ad than they are from letterbox flyers and catalogues. (46% compared with 14% for letterbox flyers/catalogues)
  • Nearly three times as likely to share something with family and friends than if they heard it on local radio or seen on local TV. (48% compared with 14% for local radio and15% for local TV).
  • The majority of readers are more positive towards regional newspaper advertisers and responsive to advertiser messages
  • More than twice the feelings of positivity towards advertisers in regional newspapers than is the case with local TV, local radio or letterbox flyers. (54% compared with 24% for local TV, 25% for local radio and 18% for catalogues/flyers).

Community newspapers

  • Nearly twice as practical as information provided by local TV or local radio and letterbox flyers. (63% vs 34% for local TV, 30% for local radio and 29% for letterbox flyers).
  • Younger readers value the relevant and practical content of community newspapers and use them to learn about local events and activities.
  • Almost three times as relevant as information provided by local radio for 18-24 year olds. (70% vs 25%)
  • Over twice as relevant as information provided via social media for 18-24 year olds. (70% vs 32%)
  • Readers are far more likely to act on community newspaper content versus something they hear on radio or see on outdoor advertising.
  • More than three times as likely to visit a store or business because of a newspaper ad compared with one seen on local TV and almost twice as likely as letterbox catalogues and flyers (62% vs 17% for local TV).
  • More than ten times as likely to enquire about a product or service as a result of a newspaper ad compared with outdoor advertising (61% compared with 5% for outdoor advertising).
  • Readers are much more likely to feel good about community newspaper advertisers, versus advertisers who leave ‘junk mail’.
  • More than three times as positively disposed towards newspaper advertisers than those that advertise via letterbox flyers and catalogues. (58% compared with 18% for letterbox flyers/catalogues).
  • Readers agree that their community newspaper is an important part of the identity of their neighbourhood.
  • More than three times more likely to consider their local area would be worse off without their newspaper than local TV or radio (74% compared with 20% for local TV and 24% for local radio).

The research was conducted by BrandNavigator. The qualitative part involved 33 interviews with regular regional and community newspaper readers, while quantitative research was done via an online survey of 965 community newspaper readers and 610 regional newspaper readers.


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