NMA Effectiveness research has validated a new model which defines six strategic roles for national newspapers.
Accountability is the biggest single issue facing the advertising industry today. That's why the NMA embarked on our most ambitious research project of 'Measuring Advertising Effectiveness' adopting a fresh approach' in order to deliver: an understanding of how newspaper advertising is effective, a measure of advertising effectiveness and proof of advertising effectiveness.
To build greater understanding of the newspaper medium to enable better media usage, placement & potentially creative work
The study contributes to industry understanding by providing new metrics, and outlining a clear model of how newspaper advertising works. This study allows the industry to better understand how to use the medium, and how to judge its effectiveness, therefore increasing accountability within the advertising industry.
This is the first time we have commissioned this research although to validate our new metrics we tested 12 different multi-media campaigns with over 1,000 consumers and have provided case studies from Vauxhall, Honda, and Flora ProActiv.
NMA research has found that by simply adding newspapers to a TV only schedule, advertisers can double the increase achieved in consumer's brand commitment
- TV and newspapers combined delivered double the increase in brand commitment versus that of TV and radio combined
- TV and newspapers combined increased brand commitment by 50% more than TV and posters combined.