Vertis Survey: Newspaper Inserts Grab More Attention Than TV

Newspaper inserts and circulars are more attention-grabbing than TV advertising, according to the latest Customer Focus survey from Vertis Communications. Vertis, which supplies print advertising and direct marketing vehicles for retailers and consumer services companies, has been conducting the annual telephone survey since 1998.

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.

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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.
1 comment about "Vertis Survey: Newspaper Inserts Grab More Attention Than TV ".
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  1. Andy Anderson from Wholesale Inserts, October 28, 2009 at 10:45 p.m.

    www.Wholesaleinserts.com is a low cost printer specializing in full color glossy newspaper inserts, flyers and brochures.

    Make sure to check out their site and prices for your flyer printing needs.

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