The Online Publishers Association released new data last week that indicates that users of branded media websites are more likely to read, watch or listen to those same media brands offline. OPA
reports that among almost 5,000 Internet users aged 14+, 56% indicated that they are more likely to read, watch or listen to the offline component of the brand. Furthermore, those users with high
affinity toward a particular media website are even more likely to watch the companion network or read the companion publication (66%), versus only 23% of low affinity users. The research also found
that users of Special Interest (70%) and Sports (60%) sites are particularly likely to translate into offline readers/viewers/listeners of the corresponding brand.
