Professional Documents
Culture Documents
Newspapers
July, 2011
Television vs. Newspapers
Television sets itself apart from other media with its ability to
offer sight, sound, and motion to generate emotional
responses from the viewer.
TV offers not only sight, but also sound and motion. Ads in
newspapers are strictly visual and do not connect with
viewers the same way as TV advertisements do.
25.7
22.8 22.4
22.0
21.5
10.3 10.7
9.0
4.7 4.4
1.7
0.7 0.6
na na na na na na na na
Source: Sixty Years of Daily Newspaper Circulation Trends, Communic@tions Management Inc., May 6, 2011
Television vs. Newspapers
Total daily paid circulation has been declining since 1990 (5.3
million) to 2010 (4 million), while the total number of
households have actually been increasing. Newspaper
circulation isnt keeping up with the rising population.
Source: Sixty Years of Daily Newspaper Circulation Trends, Communic@tions Management Inc., May 6, 2011
Television vs. Newspapers
Consumers Surveys
Surveys include:
A25-54
63.7
13.7
9.3
6.0
3.2
1.2
64.1
A25-54
9.9
7.9 7.1
5.5
2.1
66.9
A25-54
11.2
8.1
6.5
3.7
1.0
55.9 A25-54
16.0
11.7
7.6
3.2
1.4
42.7 A25-54
13.2 11.9
10.2
7.1 7.1
42.3 A25-54
14.9
12.7
9.4
6.3 7.3
68.2 A25-54
7.1
3.7 4.7 3.7
2.7
83.6 A25-54
88.2
10.9
Yes No
7.8
2.5 0.8 1.3
0.3
Source: Sixty Years of Daily Newspaper Circulation Trends, Communic@tions Management Inc., May 6, 2011
Television vs. Newspapers
You're not assured that every person who gets the newspaper
will read your ad. They may not read the section you
advertised in, or they may simply have skipped the page
because there wasn't any interesting news on it.
Source: http://www.powerhomebiz.com/vol118/admediums.htm
Television vs. Newspapers
Source: http://www.powerhomebiz.com/vol118/admediums.htm
Television vs. Newspapers
Average Adult Page Observation
Observed Observed
97% 58%
Family Sports
43% 48%
Observed
Observed
Did not Observe
Did not
Observe
52%
57%
63% recalled observing the page while 37% did not recall
observing anything.
In Summary:
Television is far more effective than newspapers in conveying an
advertisers message as TV impacts the consumers several different
senses simultaneously.
Research shows people identify TV as the medium they find to be most
effective, engaging, and persuasive.
The visual and emotional attributes of TV advertising allow for better
retention of information and brand awareness on the part of the
consumer.