The Press strand of the Ebiquity Research

Here is the Ebiquity Media Effectiviness Research quoted by NewsBrands as it relates to Press:

RE-EVALUATING-MEDIA-for-Newsbrands-Ireland-May-18

As with most offline media, Ebiquity shows Newspapers rank highly (3rd) for ROI but are rated poorly (8th) by Marketeers.

NewsBrands commissioned RAM to conduct this “reAction Study at the end of March to evaluate the effectiveness of Irish Press and publish the results of 5 case studies.

  • Interesting to note that 1/4 pages recall scores are 50% higher in 2018 than 2013 – probably due to less clutter in the Newspaper environment.
  • Press is a highly Trustworthy medium along with TV & Radio.
  • Social Media is not trustworthy but highly intrusive.
  • The Medium is and has been very very poor at promoting its strengths to the Industry.

Advertisers need  to be sure their Media Planning is Neutral and unbiased from perception or planner’s age discrimination.

Download our review of the 2018 Irish Newsprint and Magazine Market.

 

 

 

 

Beware your media planners bias & ensure you are getting Media neutral solutions

Radio, newspapers and magazines perform significantly better than they are perceived to for brand

building campaigns.

That’s the evidence from “Re-evaluating Media” an independent study commissioned by commercial

radio industry body Radiocentre from Ebiquity that makes an impartial and robust evaluation of the

value of online and offline media in the UK and with a similar media landscape in Ireland has

implications for your media planning here.

Re-evaluating Media shows that TV and radio are by far the strongest advertising media for brand-building

followed by newspapers, magazines and out-of-home. Yet it discovered that industry decision-makers

undervalue traditional media and tend to overrate the value of online and social which are getting a

disproportionate allocation of Advertising Budgets.

The five most important media attributes for growing a brand in the long term are:

– targeting the right people in the right place at the right time;
– increasing campaign ROI;
– triggering a positive emotional response;
– increasing brand salience;
– maximising campaign reach.

Judged against these criteria and combining evidence scores from all 12 attributes listed below firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. Online display is the weakest performer.

With the exception of TV, advertisers and their planners undervalue traditional media, especially radio. They overrate the value of online video and paid social.

You can download the full report here 

and slides here

A video synopsis of the report can be viewed here.

Source: radiocentre.org