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Regional paper advertising is ‘least avoided’

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By The Drum Team, Editorial

April 20, 2006 | 2 min read

According to research just published by the Newspaper Society, advertising avoidance is not an issue in the regional press.

The six-figure independent research project ‘The Wanted Ads’ (previously known as the Media Context Project) comprised of over 5,000 consumer interviews and a series of in-depth focus groups held across the UK.

Interviewees were asked about their media habits as well as how they accrue information and respond to advertising in their daily lives.

The feedback revealed that regional press is the medium which consumers are least likely to prefer without advertising. Over half of all respondents said they would prefer it if there were no ads on TV and 37 percent said they would prefer it if there were no ads on the radio. Just 14 percent of people said they would prefer it if their local newspaper did not contain any advertising.

Also people rarely skip over the ads in a local newspaper. Ad avoidance was most common with TV (47 percent), followed by national newspapers (27 percent), the internet (25 percent) and magazines (23 percent). Local newspaper and radio ads were only avoided by 17 percent of respondents.

The findings of The Wanted Ads research will be promoted to clients and strategists and media agency management.

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