In this year's survey, conducted on a representative sample of 3,000 adult U.S. consumers, 47% said that inserts/circulars best capture their attention, 43% cited television ads and 38% cited newspaper display ads.

That represented a 9% increase for inserts, a 10% decrease for TV ads and a 7% decrease for newspaper ads since the 2003 survey.

In addition, 27% said that inserts/circulars are the ad vehicles most likely to directly impact buying decisions, versus 19% for TV ads, 12% for newspaper display ads, 9% for the Internet, 6% for catalogs, 5% for direct mail, 4% for magazines, 2% for radio and just 1% for email promotions.

Other findings:

• 27% said that inserts/circulars are the ad vehicles most likely to directly impact buying decisions, versus 19% for TV ads, 12% for newspaper display ads, 9% for the Internet, 6% for catalogs, 5% for direct mail, 4% for magazines, 2% for radio and just 1% for email promotions.

• 93% of insert readers use them for purposes in addition to price comparisons. Over half (55%) say they use them to help determine the products they buy; 51% to help compile shopping lists, 50% to browse for new product styles; and 45% to look for new projects/meal ideas/recipes. About a third (37%) say they take circulars to the store to help them shop, and the same percentage claim that they use the inserts to make same-day shopping lists.

• Consumers age 50 and older are most likely to use inserts: 63% do so (up 8% since 2004).

• 54% of those between the ages of 18 and 34 report using inserts to help select which items end up in their shopping cart, up from 47% in 2004.

• 55% of insert readers who earn between $50,000 and $75,000 per year, and 51% of those earning more than $75,000, clip coupons.

• 59% of suburbanites clip coupons, versus 51% of rural adult residents and 55% of adults overall.

• The number of insert readers using the vehicles to help decide which groceries to buy has risen from 52% to 59% over the past four years.

• About half of insert readers say the promotions influence clothing and home electronics purchasing decisions, while 43% and 36%, respectively, say they influence home improvement products and major appliances decisions.