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.
