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Television and Newspaper

This study by KSL-TV Research and the Newspaper Task Force evaluates the effectiveness of television and newspaper advertising in reaching consumers. It examines national and local trends, advertising strategies, consumer demographics, and the evolving landscape of media consumption. Key findings reveal a decline in newspaper readership, contrasting with the rising viewership of television. Businesses can make informed decisions about their advertising strategies by understanding audience engagement and media effectiveness based on comprehensive research data.

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Television and Newspaper

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  1. Television and Newspaper Which is the most effective advertising medium for your business? Presented by: KSL-TV Research

  2. Newspaper Task Force • Local Account Executives • 2 Account Executives assigned to work with Research Department • One Quarter to complete project • National/Local Trends

  3. Newspaper Task Force • Focus: • In-house computer software/research: • Stowell, Scarborough, Qualitap • External research: TVB, NAA, Starch, Belden • Speaker (Former NP Account Executive)

  4. Newspaper Task Force • Focus: • Newspaper Websites • Rate Information • Newspaper Ads • Newspaper Terminology

  5. Internet Sites • Research Sites • www.tvb.orgwww.naa.org • www.org/national/index.html • www.org/retail/index.html • www.beldenvue@aol.com • tvadvertising.com • Local Newspaper Web Sites

  6. Newspaper Task Force • Project Finalization • Trainer Guide • Sales One Sheets • Sales Training

  7. Newspaper Facts • Pros • History • Visual • Ad Variety • In Depth • Tracking • Cons • Passive • Decreased Market Penetration • Browsers, Not Readers • Readers Don’t See Ads • Coupon Usage is Declining • Ad Clutter Source: RAB Media Facts 12/10/97

  8. Newspaper Trends • The percentage of Americans reading weekday newspapers has dropped from 67% in 1977 to 51% in 1997 Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

  9. Newspaper Trends • The decline has spanned every income and educational level Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

  10. Newspaper Trends • Weekday newspapers reach approximately 6 out of 10 American Adults • Sunday editions reach 7 out of 10 American Adults Source: The report, “Consumer Media Usage’. Produced for the Newspaper Association of America (NAA) and the American Society of Newspaper Editors (ASNE) by Clark, Martire and Bartolomeo.”

  11. Newspaper Trends U.S. Daily/Sunday/Weekend Newspaper Reading Audience 1996 Avg Adult Daily Readership 1996 Avg Adult Sunday/Weekend Readership Source: NAA Facts About Newspapers, 1997; A18+ Total Population

  12. U.S. Daily/Sun/Weekend Newspaper Reading Audience Year WeekdaySun/Weekend 1970 78% 72% 1980 67% 67% 1985 64% 65% 1990 62% 67% 1995 64% 73% 1996 59% 69% %chg. ‘70-’96 -24% -5.3% Source: WR Simmons & Associates, 1970-19977; Simmons Market Research Bureau, Inc. 1980-1994; Scarborough Reports-Top 50 Markets, 1995-1996

  13. Salt Lake Tribune/Deseret News Historical Trend Metro HH Gross Circ. Adv. Cost Year %chg %chg %chg 1993 0.0% 0.0% 0.0% 1994 1.6% 1.0% 0.0% 1995 4.1% 2.0% 8.0% 1996 6.3% 3.0% 8.0% 1997 8.7% 4.2% 13.2% 1998 11.3% 2.9% 17.7% Source: Audit Bureau of Circulation’s 6 month report ending 9/30/98

  14. Salt Lake City Newspaper Reading Audience 39% of the Adults 18+ in the Salt Lake Market Do not Read the Daily Newspaper! Source: Stowell, 1997

  15. The Salt Lake Market is Spending Less Time with the Daily Paper Source: Stowell, 1989, 1995, 1997

  16. Percentage of Adults in the Salt Lake Market Who Read the Daily Paper Source: Scarborough, Feb’98-Jan’99

  17. Persons 18+ NOT Noting Ads in Specific Sections of the Newspaper (%) Source: Starch Database, 6000+ Interviews September 1995-Adnorms

  18. Noting of Grocery Ads (%) Source: Starch Database, 6000+ Interviews September 1995-Adnorms

  19. Do Adults Pay Attention to Newspaper Ads? % of People Not Noting Ads Source: Starch Database, 6000+ Interviews September 1995-Adnorms

  20. Salt Lake Market Market Market • 52.6% Male • 47.4% Female • Avg Age: 42.2 • Avg HHI: $54,973 • 66.7% Married • 36.2% Coll. Degr.+ • 78.1% Own Home • 50.1% Male • 49.9% Female • A25-54: 60.6% • HHI: $50k-$74,999k 19.7% • 66.1% Married • 20.5% Coll. Degr.+ • 73.7% Own Home Newspaper Reader Demographic Profile Source: Stowell, 1997 Source: Scarborough, Feb’98-Jan’99

  21. Salt Lake Market Newspaper Reader Demographic Profile Read <15’ Read 16’-30’ • 52.6% Male • 47.4% Female • Avg Age: 38.4 • Avg HHI: $58,820 • 64.7% Married • 42.3% Coll. Deg.+ • 75.6% Own Home • 52.3% Male • 47.7% Female • Avg Age: 42.1 • Avg HHI: $53,367 • 69.3% Married • 34.4% Coll. Deg.+ • 76.3% Own Home Source: Stowell, 1997

  22. Salt Lake Market Newspaper Reader Demographic Profile Read 31’-45’ Read 46-60’ • 53.2% Male • 46.8% Female • Avg Age: 47.4 • Avg HHI: $57,209 • 73.4% Married • 41.4% Coll. Deg.+ • 83.0% Own Home • 59.2% Male • 40.8% Female • Avg Age: 49.6 • Avg HHI: $56,917 • 67.6% Married • 29.6% Coll. Deg.+ • 83.1% Own Home Source: Stowell, 1997

  23. Do Adults Pay Attention to Newspaper Inserts? Are your advertising dollars working most effectively for your business? Source: Stowell, 1997

  24. Television Viewership is on the Rise Source: TVB Nielsen Media Research NTI Annual Averages

  25. Which Advertising Medium is Most AuthoritativeAmong Adults? Source: TVB and the MEDIACENTER,1998

  26. Which Advertising Medium is Most InfluentialAmong Adults? Source: TVB and the MEDIACENTER,1998

  27. Which Advertising Medium is Most ExcitingAmong Adults? Source: TVB and the MEDIACENTER,1998

  28. Which Advertising Medium is Most BelievableAmong Adults? Source: TVB and the MEDIACENTER,1998

  29. Adults Spend More Time With Television Each Day Time Spent Yesterday in Minutes with Major Media TVNPRadioMag. A25-54 213’ 27’ 137’ 16’ $50-<$75k 192’ 25’ 103’ 20’ College Grad+ 166’ 36’ 115’ 22’ Prof/Tech/Mgr/ 159’ 3’ 139’ 16’ Prop Source: TVB and the MEDIACENTER,1998

  30. Television Reaches More Adults Than Any Other Medium Reached Yesterday By Major Media (%) TVNPRadioMag. A25-54 89 58 77 36 $50-<$75k 87 59 76 45 College Grad+ 85 67 79 41 Prof/Tech/Mgr/ 87 66 79 37 Prop Source: TVB and the MEDIACENTER,1998

  31. Time Spent Yesterday with Major Media (Minutes) College Graduate+ Source: TVB and the MEDIACENTER,1998

  32. Reached Yesterday by Major Media (%) College Graduate+ Source: TVB and the MEDIACENTER,1998

  33. Summary • Utilize Research Sources • Involve Your Account Executives • Bonus from management for increase in sales • Get AE input: They know their clients • Change clients mind set • Media Mix with newspaper

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