TV Ads Interest Consumers While Newspaper Moves Merchandise

TV ads are catching attention this holiday season according to a National Retail Federation survey just released. However, while consumers recall their favorite commercials, it is newspaper media that helps them determine where to shop. The online study was conducted by BIGresearch and surveyed over 8,000 holiday shoppers in early December.

When asked what media influences them to shop at a particular store, two newspaper-related answers – coupons (35.2%) and newspaper inserts (30.4%) finished well above other responses. Third and fourth were word of mouth (22.7%) and broadcast television 21.3%, followed by direct mail (16.1%) and newspapers (15.6%). Surprisingly, especially for an online survey, neither Internet advertising nor e-mail received over ten percent of usage by the respondents.

The best retail customers tended to be stronger newspaper users. The numbers were stronger for all three newspapers responses when looking at female respondents as well as people earning over $50,000.

The complete survey results can be downloaded from the NRF here.

Source: NAA Display Federation e-Forum