“News Program Ads Don’t Always Stick”; “News Media Less Effective at Conveying Ad Messages” and similar headlines have recently been spotted around the blogosphere recently.
A White Paper of the Multimedia Engagement (MME) Study from Experian Simmons is the basis for these exaggerated headlines. The report says a mere 28% of the viewers of an average news program, magazine or website gets “valuable” information about products and services advertised there. According to the study, a significantly higher percentage, 38% of ALL Media Viewers, gain quality info about advertised items.
The MME also reports that 33% of ALL Media Viewers are “likely to purchase advertised products”, compared to 21% of NEWS Media Viewers.
From a Advertising Executive’s point of view, there is an almost back-handed message that seems to discourage Advertisers from paying premium for News sponsorship. Consider, however, that local newscasts typically have a much higher viewer ship than the cookie-cutter-court-shows that precede them. It’s still a numbers game…personally, I’d rather have 28% of a million News viewers than 38% of 10-thousand Judge Judy viewers.
[Source: White Papers Media Engagement Metrics, Experian Simmons, 2008; News Media Less Effective at Conveying Ad Messages, Marketing Charts, 2008]
Monday, Dec 15, 2008
Michelle OBrien