New research confirms that printed newspapers engage readers like no other medium.
News Media Canada, with the support of the Government of Canada’s Department of Canadian Heritage, contracted Totum Research to conduct research to explore the complex issue of engagement with media and advertising.
Advertising is about more than awareness or exposure. Effective advertising is about engagement. The most effective advertising campaigns engage consumers on multiple platforms and touchpoints.
Canadian adults are engaged with news media brands based on 16 statements on media engagement, news engagement and ad engagement. The results confirm that Canadians are almost twice as likely (index 170) to be engaged by printed newspaper ads. The only other positive engagement with advertising is with Search ads.