Using the latest RAMetrics print data, Newsworks business analyst Jennifer Schooling explains why now is the best time to invest advertising money into news brands
Over the last 10 years, the value advertisers have been getting from news brands has increased significantly from what was already a very strong base.
Looking at RAMetrics data, advertising in news brands is not only a compelling reach story, but a space where brands can drive action, engagement and recognition.
Engagement has risen steadily each year. Readers’ overall impression of brands who advertise with news brands is up by 16 percentage points to 49%, while positivity towards those brands has increased by 13 percentage points to 48%.
People are also more likely to find news brand advertising more appealing and interesting than they did in 2012, with appeal at 46% and interest at 48% last year (up from 36% and 37% respectively). In total, this makes a net engagement of 50%, a rise of 12 percentage points since 2012.
With such strong engagement, it should be no surprise that ad recall is now at its highest point in a decade, up by 18 percentage points to 78% at the end of 2021. Furthermore, readers are not just noticing ads but are actively paying attention to them, with intentional attention up by 18 percentage points to 48% last year.
Meanwhile, net brand recognition has remained consistently strong over the last 10 years despite an increased fight for attention in an ever-evolving media landscape. It even saw a modest five percentage point increase to 55%.
Readers are now seven percentage points more likely to recognise a brand they see advertised in news brands and 3% more likely to have some previous knowledge.
Finally, are news brands still succeeding in driving action and the all-important purchase and purchase intent? Absolutely: 2021 saw a rise in net action of 12 percentage points to 31%.
That includes those who seek out more information on the brand (+7 percentage points), visiting the brand’s website (+14 percentage points), visiting a brand’s store (+10 percentage points) and having purchased or intend to purchase (+8 percentage points).
So, if you’re looking for a trusted media source that drives engagement, brand recognition and action, then there has never been a better time to get in touch.
RAMetrics tests hundreds of articles and ads a year across multiple measures to provide a series of benchmarks. These help you understand how news brands are likely to perform.
