For automotive, Canadians look to newspapers. Newspapers Canada enlisted Totum Research to undertake a study with Canadians to understand their media habits. In particular, the research investigated which media were referenced for information when shopping key categories.
Newspapers and their sites are a key source for information on cars and trucks. Newspapers are referenced to the same extent as TV and other websites. TV’s influence, however, is largely limited to building awareness while newspapers influence brand and dealer selection.
Newspapers also effectively drive consumers to online sites. Newspapers are referenced more than magazine, billboard and radio advertising. This research demonstrates the power of newspapers and their sites to engage Canadians with advertising on cars and trucks.